posted on Sep. 25, 2024 at 2:36 pm

The GCC love affair with AI: Why it’s time to get real

posted on Sep. 25, 2024 at 2:36 pm

Promofix’s Nour Hamam writes on how the GCC has romanticised AI beyond its current applications.

We live in an era where AI is the new gold standard. In the GCC, artificial intelligence has become a bit of a buzzword that companies sprinkle into their branding for some extra flair. From flashy tech showcases in Dubai to Saudi Arabia’s Vision 2030, AI is the secret sauce everyone claims to be using.

But here’s the catch: not all of them actually are.

This phenomenon, which I’d like to call ‘AI-washing’, is when brands overstate or outright fabricate their AI capabilities. It’s the tech version of greenwashi

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Tags:Advertising AI AI washing algorithms Automation brands technology

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.