Jessica Machalani on why Middle East CMOs are rebuilding B2B marketing around human voices
I’ve been watching B2B marketing in the UAE and Saudi Arabia evolve for years, but something fundamentally different is happening right now. Every UAE CMO surveyed believes AI will help them reach revenue targets this year (85 per cent in KSA agree). But here’s the paradox. When every brand can produce hundreds of pieces of content at the click of a button, competitive advantage doesn’t come from volume. It comes from credibility.
The brands breaking through in 2025 aren’t the ones with the biggest budgets. They are the
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