In the GCC, marketing has become not only more thrilling than ever, but also more complex, says Hyundai UAE and Genesis UAE’s Wassim Derbi.
After nearly 18 years in the marketing and communications field, one thing remains clear:
the landscape is always shifting. Every year introduces new tools, trends and technologies.
However, the real turning point came with the rise of social media, smartphones and, now, generative AI. What was once a structured and predictable ecosystem is now dynamic, fragmented and incredibly fast-paced.
In the GCC, marketing has become not only more thrilling than ever, but also more compl
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