Mike Khouri, CEO, Tacticaltactical., a global creative and innovation agency based out of Dubai, has announced the launch of MAiK (pronounced “make”), which is its new AI creative studio dedicated to building social-native content at speed and scale.
Built to cut through the fear and complexity surrounding AI, MAiK is designed as a creative playground with no boundaries – a space where brands can test, learn and ship AI-generated and AI-modified content without limits. The focus is to make the process simple, effective and tailored to each brand’s needs.
At its core, MAiK is built on the belief that creativity thrives without rules. By pairing this spirit of freedom with the possibilities of AI, MAiK intends to enable brands to experiment beyond traditional limitations, move faster and unlock new forms of storytelling.
Commenting on the launch, Mike Khouri, CEO of tactical. said: “AI is a common discussion point for our partners and industry, and while there’s growing excitement, there’s also a lack of clarity on how to best use this new and evolving tech across their content and campaigns. That’s why we built MAiK, a playground purpose-built for ambitious brands to experiment, move fast, and push creativity further.”
MAiK produces AI-generated and AI-enhanced content and adopts a model agnostic approach to get the best results for each project.
From testing new formats to tailoring content across multi-markets, MAiK looks to help brands scale their social creative output while keeping excellence and brand safety at the core.
MAiK is programmed to be hands-on and experimental, and is rooted in tactical.’s belief that creative should always move at the pace of culture.
From exploring new visual styles and storytelling formats, to measuring impact and refining, the creative studio is structured to help brands push creative boundaries while staying culturally relevant.
Expanding on tactical.’s philosophy, Khouri said, “We’ve always pushed creativity like a sport – fast, fearless, and built to disrupt. MAiK turns that mindset into action: a space where brands can experiment without guardrails and bring ideas to life at speed.”
He added, “AI isn’t hype, it’s the force multiplier that lets us keep quality, value, and cultural impact front and centre. Launching MAiK from the GCC is no accident either, this is a region that thrives on innovation, and it’s the perfect place to show how AI can unlock what’s possible for creativity worldwide.”
The launch underscores tactical.’s commitment to driving innovation from the GCC to the world, positioning the region as a hub for culture-led marketing and entertainment-driven creativity.
