Let’s be honest, the marketing world feels a bit like a whirlwind these days, doesn’t it? Especially in MENA, where rapid digital transformation, evolving consumer behaviour and a growing e-commerce landscape are creating a constantly shifting marketing environment. As we step into 2025, AI will be the key to unlocking a new era of personalised marketing in the MENA region, enabling marketers to provide better and more relevant experiences for consumers.
However, this new era of personalisation must be built on a foundation of trust. Customers are increasingly aware of their data privacy, and this is particularly evident in MENA where PwC’s 2024 Voice of the Consumer report found that 85 per cent of MENA consumers prioritise protecting customer data as a crucial factor for earning trust – even higher than the global average of 83 per cent. This highlights the urgent need for brands to handle personal information responsibly and ethically.
From buzzwords to brainpower
In 2025, it’s time to move beyond the buzzwords as AI truly comes of age. We’ll see AI not as a replacement for human marketers, but as a powerful ally, a new class of ‘Chief Simplifying Officers’ if you will. Expect to see sophisticated AI agents capable of analysing data, connecting the dots between seemingly disparate systems and revealing valuable new customer insights.
And, in a region as wonderfully diverse as MENA, understanding those nuances will be everything. 2025 will see AI that not only understands individual preferences, but also the subtle cultural nuances that shape them. Imagine Ramadan promotions tailored to a customer’s local customs and traditions.
This is the power of hyper-personalisation, where human understanding and AI work together, a trend accelerated by tools like Google’s Vertex AI. This sophisticated understanding, powered by AI, will naturally lead to a rethink of how we measure success.
The measurement renaissance
The days of relying on last-click attribution are numbered. In 2025, we’ll see a decisive shift, especially in a region where the customer journey is as diverse as the landscapes. MENA consumers are engaging with brands across multiple touchpoints, and this is where the marketing mix model (MMM) will be crucial, aided by the power of AI.
Open-source solutions like Google’s Meridian are poised to make this tool accessible to more than just the biggest players, empowering marketers to understand the true impact of their efforts across channels.
In 2025, expect to see marketers identify which campaigns – be it a captivating TV spot or a targeted social media push – are truly driving results. But measurement is only one part of the equation. Knowing where to allocate resources will be crucial, and that’s where AI-powered campaign optimisation will become indispensable.
For instance, Google’s Performance Max campaigns are set to leverage the power of machine learning to dynamically allocate budgets across various channels – from Search and Display to Video and Discovery – based on real-time performance data.
Marketers will increasingly rely on technology like this to automatically maximise results, creating a powerful synergy between MMM’s holistic insights and PMax’s dynamic optimisation. With AI’s help, every dollar is strategically invested.
But what is the point of technology if we do not know how to use it? 2025 will be the year for a human connection.
Mindful marketing with an eye on privacy
In a region that cherishes genuine human connection, “mindful marketing” will become a necessity in 2025. Expect to see customers seeking authentic interactions that respect their time and well-being; it’s where MENA brands can truly shine.
We’ll see a shift towards quality over quantity, and relevance over reach. By tapping into first-party, consented data – and using AI to analyse it with sensitivity and respect – brands will build a deep understanding of what their customers truly need.
This will allow them to move beyond one-size-fits-all campaigns and deliver relevant experiences that feel genuine. That kind of connection builds brand loyalty that lasts far beyond any fleeting trend.
Bringing us to the most important element: trust.
Trust as currency – privacy beyond a nice-to-have
As MENA rapidly transforms into a digital powerhouse, safeguarding people’s consented data is critical. This is true considering the rise of consumer expectations around privacy, along with regulators worldwide.
In the MENA region, where relationships are built on mutual respect, privacy will no longer be a nice-to-have in 2025; it will be the bedrock of trust. Therefore, brands will need to build a foundation of trust that will be the cornerstone of lasting relationships. Solutions from companies like Google are paving the way for this.
Last year, Google launched its first advertising tool using trusted execution environments, Confidential Matching. Confidential computing protects sensitive data and workloads, not only when stored or in transit but also when processed and used in the cloud.
Thriving in 2025
Brands that embrace the human-AI partnership, that prioritise mindful marketing and champion data privacy will be the ones that thrive in 2025, forging authentic connections, building lasting loyalty and shaping the future of marketing.
By Najeeb Jarrar, Regional Marketing Director – Middle East and North Africa, Google
