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Campaign Middle East
العربية
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Anup Oommen
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Shifting search strategies in the age of AI

Anup Oommen
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Campaign Middle East asks industry leaders about how multi-modal search experiences are evolving, and how marketers need to diversify and measure better within the search ecosystem.

From top left, clockwise, Google's Najeeb Jarrar; Spark Foundry's Dania Dallasheh; Keyade Middle East's Laura Gleadhill; The Trade Desk's Terry Kane; UM MENAT's James Dutton; OMD's Terry Mo; Merkle MENA's Deepak Mankani; Expo City Dubai's Sholto Douglas-HomeFrom top left, clockwise, Google's Najeeb Jarrar; Spark Foundry's Dania Dallasheh; Keyade Middle East's Laura Gleadhill; The Trade Desk's Terry Kane; UM MENAT's James Dutton; OMD's Terry Mo; Merkle MENA's Deepak Mankani; Expo City Dubai's Sholto Douglas-Home

“Hey Siri, search for a grocery list starting with …”
“Hey Alexa, what are today’s deals on …”
“Dear ChatGPT, where can I find …”
“Yasmina, what’s that song with lyrics saying …”
The ways in which people search and shop are changing. People in the Middle East have switched from habitually opening default browsers on their devices to querying generative AI engines, virtual voice assistants and interactive chatbots.
Personalised recommendations, tailored discounts and product suggestions are now expected by mobile-first and multilingual Middle East audiences – especially given that their multi-modal search has been layered with generative AI tools.
This has


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Tags:Advertisingagentic AIAIAI enginesAnswer engine optimisationArtificial IntelligencebrandsbrowsersChatbotsConsumersCookiesDania DallashehDeepak MankaniExpo City Dubaifirst-party dataGoogleInteractiveJames DuttonKeyade Middle Eastkeyword optimisationlarge language modelsLaura GleadhillLLMmarketingMerkle MENAmulti-modal searchNajeeb JarrarOMDsearchsearch engine optimisationSEOSholto Douglas-Homeshopping agentsSpark FoundryStrategytargetingTerry KaneTerry MoThe Trade Deskthird-party cookiesTrafficUM MENATvoice assistantsvoice search
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
All posts byAnup Oommen

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