What if innovation wasn’t about automation or efficiency, but about deepening our ability to truly connect? What if language barriers dissolved effortlessly, technology receded into the background, and every interaction felt as genuine and meaningful as a conversation with a lifelong friend?
As we approach 2025, AI-driven technologies are driving this change, with real-time voice translation, hyper-personalised communication, and intelligent platforms redefining how we share and understand one another. It’s a testament to the power of innovation rooted in human connection, creating possibilities we once only dreamed of.
However, what makes for good marketing strategies has very little to do with the actual technology. The brands that have stood out over the past year have mastered the art of using these tools to build genuine, lasting connections. While many still insist on chasing trends, the real challenge lies in cutting through the noise, resonating with audiences, and delivering an emotional experience.
Looking ahead, here are three key areas that brands need to prioritise:
People-centred design
The journey from early automated customer service systems to today’s advanced chatbots highlights remarkable technological progress. Yet, the preference for human connection remains strong, with brands prioritising direct, empathetic engagement over purely automated solutions distinguishing themselves and building trust and loyalty in an increasingly digital landscape.
Propagating matters is generative AI, rapidly bridging the gap between technology and human interaction, offering solutions beyond imitation. US-based PlayAI recently secured $21 million to advance voice models that learn, adapt, and engage authentically. Similarly here in the GCC, McKinsey estimates that generative AI could contribute between $21 and $35 billion annually, reshaping industries with personal and genuine innovation.
The brands that will lead in 2025 will be those that leverage this new wave of AI to not only replicate human interaction but elevate it, creating experiences that are seamless and deeply personalised.
More convenience, more engagement
Immersive engagement is reshaping customer experiences, turning interactions into meaningful connections. Though augmented reality was commercially introduced around a decade ago, it is only today that we are learning how to explore its potential. Beyond allowing customers to explore products before purchasing, today livestreaming is taking things one step this further, enabling real-time interactions where consumers ask questions, access exclusive deals, and feel part of a vibrant community. as gamification and immersive shopping come together, customers won’t just be able to see the products they are interested in, but also collaborate on designing them. This is creating shared experiences, redefining how consumers connect with brands and transforming transactional moments into opportunities for authentic engagement.
Yet, as technology creates opportunities for more tailored experiences, consumers want to feel valued, not monitored, and regulations across the region are stepping up, with data privacy laws such as the UAE’s Federal Data Protection Law and Saudi Arabia’s Personal Data Protection Law requiring companies to operate transparently.
It’s not about the technology
As we move into 2025, it’s time to consider that we might have been asking the wrong questions about technology all along. All our focus has been on its ability to improve processes and automate operations. But perhaps, the real question is not about what technology can do, but rather what it should do.
We should be thinking about how to amplify what makes us human. Our empathy. Our ability to connect. Our boundless creativity.
Think back to the 2013 movie Her. At the time, it may have come across as a speculative vision of the future, painting a picture of a world where AI integrates fully into human life, not just as a tool but as a companion. Today, it reflects everything AI aspires to be – a world where technology fades into the background and enhances the human experience.
Real innovation happens when we design with people in mind. It’s not about the gadget, the algorithm or the system – it’s the connection it enables. This shift in perspective is a necessary one to challenge us to think differently and implement new systems not for efficiency alone, but for meaningful interactions.
By Ahmad Itani, Founder and CEO, Cicero & Bernay
