Artificial Intelligence (AI) is rapidly transforming the landscape of marketing and advertising, ushering in a new era of unprecedented possibilities. From automating mundane tasks to generating creative content and hyper-personalising customer experiences, AI is reshaping how businesses connect with their audiences.
Recent events hosted by industry giants Google and Meta are shedding light on the latest advancements and strategies in this exciting field. Moreover, the growing interest and adoption of AI among both consumers and professionals in the Middle East and North Africa (MENA) region, as highlighted in the McKinsey Digital 2023 report, signal a promising future for AI-driven marketing initiatives in this dynamic market.
The Power of AI in MENA Advertising
AI is revolutionising MENA advertising in several key ways. One of the most significant applications is personalisation at scale. AI-powered audience segmentation and targeting are enabling agencies to deliver highly tailored messages to specific demographics, interests, and behaviours. Sephora Middle East, for instance, is successfully leveraging Meta’s Advantage+ shopping campaigns to increase beauty product sales by 67 percent in the UAE.
By utilising AI to analyse customer data and optimise ad delivery, Sephora is reaching the right audience with the right products, resulting in a significant boost in sales.
Another crucial application is localised content creation with AI. MENA is a diverse region with various languages and cultural nuances. AI-powered tools are assisting agencies in generating culturally relevant ad copy that resonates with audiences across different markets. Additionally, AI is facilitating the translation and adaptation of creative content, ensuring that campaigns maintain their impact across linguistic and cultural boundaries.
Generative AI in Marketing
Looking at the big players in the industry, both Meta and Google are offering Generative AI tools to develop creatives and content for ads.
This includes, but is not limited to, videos, images, and captions, i.e. ad text. The benefits of using Generative AI tools are plentiful, including increased efficiency, cost savings, and improved creative quality. MENA agencies are using these tools to create more engaging and effective ads that resonate with their target audience.
Power Pairing: Harnessing the Full Potential of Advertising Platforms
All advertising platforms have different capabilities, and the recommended approach is to test and follow platform recommendations. For instance, Google is recommending using Google Search and Performance Max together for lower-funnel marketing.
This combination is capitalising on machine learning AI to deliver better results. On the other hand, Meta is suggesting testing with Advantage+ options for placements, audiences, and campaign types to optimise performance.
Human + Machine: A Strategic Duo
While AI offers immense potential, it’s crucial to remember that it is a tool to augment human creativity, not replace it. Human expertise remains essential in crafting compelling narratives, developing impactful marketing strategies, and understanding the cultural context of the MENA region.
The most successful agencies are those that strike a balance between human ingenuity and AI-powered capabilities. A Saudi Arabian charity, for example, is using AI to analyse data and optimise its Ramadan campaign, but it is the human touch in crafting the message and understanding the cultural context that ultimately drives the campaign’s success.
MENA’s AI Revolution: Seizing the Opportunity
For MENA agencies looking to harness the power of AI, a strategic and informed approach is key:
Data is Fuel for AI: Building a strong data foundation is essential. This involves bringing together data from various sources, including ads, analytics, CRM systems, and social media. A robust customer data management platform is essential for collecting, organising, and analysing customer data to drive personalised marketing efforts and enhance customer experiences.
Implement AI-Powered Customer Data Platforms: AI-powered customer data platforms (CDPs) are helping to unify and manage customer data, providing a single view of each customer and enabling the delivery of personalised experiences at scale.
Leverage Existing AI-Powered Marketing Platforms: Platforms like Google’s Performance Max and Meta’s Advantage+ campaigns are offering AI-powered solutions for various marketing needs, from audience targeting to ad creation and optimisation.
Build Internal Expertise: Investing in training your team on AI tools and techniques or considering hiring AI specialists to develop custom solutions tailored to your specific needs.
The Future of AI in MENA Advertising
The future of AI in MENA advertising is incredibly promising.
As AI technology continues to evolve, we are anticipating even more sophisticated applications, such as hyper-personalised advertising, real-time optimisation, predictive analytics, enhanced creative capabilities, and automated customer service.
MENA agencies that are embracing AI as a strategic partner are well-positioned to lead the way in shaping the future of advertising in this dynamic and ever-evolving market.
By Abdur Rehman Tahir, Performance Director, Fusion5
