Fiona Black, Managing Director, Carat MENAAs we look ahead to 2026, one thing is becoming increasingly clear: technology on its own will no longer be the differentiator. In a region as dynamic and culturally layered as the Middle East, the brands that will truly stand out are those that pair technological progress with a deep understanding of human behaviour. We are entering a moment where empathy is no longer a soft value, but a strategic one.
We are operating in what dentsu defines as the algorithmic era. It’s a time marked by guaranteed uncertainty, accelerating automation and unprecedented choice. AI is reshaping how people search, shop, discover content and interact with brands.
The pace of change is no longer linear; it’s expone
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