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I propose we stop asking what AI can do and start asking what it should do. Efficiency is not a strategy. It is a hygiene factor.

The pursuit of efficiency

Agency of the Year Middle East reveals additions to 2025 jury

$Leaders from Arabian Automobiles Company, Petromin Corporation, TBWA\RAAD, Socialize/We Are Social and Cicero & Bernay explore how AI influencers are shaping a new era of authentic and relatable marketing.$

Do AI influencers resonate?

Volvo releases its first AI-generated film to ‘Come Back Stronger’ in Saudi Arabia

Saudi Focus: A bold new era for marketing in the Kingdom

Lamya Abdullah, the first virtual artificial intelligence-generated influencer in Saudi Arabia.

AI-powered influencers: Saudi Arabia’s new frontier for brand engagement

Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation

Lost in translation: Why foreign agencies tend to miss the mark in Saudi Arabia

Hussein M. Dajani leaves Nissan to join Deloitte Digital

THE WORK

CALIN Campaign

CALIN campaign takes the ‘I Only Do Soft’ conversation from comfort to emotional care

Advertising Creative Digital Featured Marketing Media The WorkJun 2, 2026

Adidas reimagines Mo Salah as modern day Egyptian king in ‘You Got This’ campaign

Ariel

Digital Featured Social The WorkJun 1, 2026

Ariel taps into the emotional load behind everyday household moments

Advertising Creative Digital Digital Featured Marketing Media News Social The WorkMay 26, 2026

Almarai achieves 15m+ reach, attracts 9m+ visitors with immersive AR experiences on Snap Map

Saudi Arabia adidas Backyard Legends campaign

Advertising Creative Digital Digital Featured Marketing Media Social The WorkMay 25, 2026

adidas unveils Saudi chapter of ‘Backyard Legends’ ahead of FIFA World Cup 2026

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