Omar Saheb, Chief Marketing Officer – MENA, Samsung Electronics MENA.For more than a decade, performance marketers in the region have focused on one goal: ranking at the top of search results.
We’ve built search engine optimisation (SEO) strategies, refined keywords and optimised every page element to win attention. But that playbook is starting to feel outdated.
Today, we’re entering a very different reality. One where we no longer scroll pages to find results. Where generative AI tools such as ChatGPT and Google’s search generative experience (SGE) deliver a single, synthesised answer.
If your brand isn’t part of that answer, you simply don’t exist. This change matters even in MENA, where Google holds more than 95 per cent of the search engine mark
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