Every business today claims to be digitally transforming. But what does that really mean? To some, it’s simply a matter of shifting systems to the cloud. To others, it’s about adopting automation or experimenting with AI. But the brands furthest ahead are those rethinking how they gather customer data – what they collect, how they connect it and, most critically, how they use it to build trust.
Across the globe, companies are proving that the secret to digital transformation lies not in shiny new technology, but rather in the foundational layer of data, identity and governance that drives rich customer experiences. For businesses in the Middle East, this conversation couldn’t arrive at a more opportune moment, with consumer expectations rising and regulations still in flux.
First-party data: the new oil
Marketers have long embraced the maxim that ‘data is the new oil’. However, today’s data landscape tells a different story. Third-party cookies – the foundation that previously powered digital marketing – are disappearing, while consumers have become increasingly conscious about what personal information they share and why.
This positions first-party data – collected directly through websites, apps, loyalty programmes and other owned channels – as the foundation for future planning. Unlike third-party data, first-party data offers transparency, is opt-in and trustworthy. But collection represents only half the battle. The real challenge lies in achieving this at scale.
The identity puzzle
Picture a customer’s daily online behaviour. They might scroll through their phone during breakfast, browse social feeds at lunch, add an item to their shopping cart from their laptop that evening, then visit a physical store the next day to complete the purchase. Without proper systems, brands perceive these as four separate customers. Identity resolution connects these fragmented touchpoints, unifying disparate signals into a comprehensive customer view. This enables personalised offers that feel relevant and consistent, fostering stronger brand connections.
AI needs a data diet
AI captures today’s headlines for good reason. Predictive algorithms can forecast customer churn, optimise campaigns and generate compelling content. However, AI’s effectiveness depends entirely on the quality of its input data. Feed it incomplete or conflicting information and even the most sophisticated algorithms will produce flawed results.
First-party data and identity resolution therefore become more than AI companions – they’re critical enablers. Before organisations rush to deploy the latest machine learning technologies, they must build clean, unified and compliant data infrastructures. Skip this step and AI becomes just another buzzword rather than a genuine force for transformation.
The trust equation
The flip side of data is trust. Globally, regulators are tightening rules around personal data collection and usage. Across the UAE, Saudi Arabia and Egypt, emerging privacy frameworks mirror international trends such as the General Data Protection Regulation (GDPR). Consumers are equally vigilant. Personalised recommendations feel welcome; intrusive or unexplained data use doesn’t.
Transparency is no longer optional. Brands that clearly communicate their data practices – and demonstrate responsible stewardship – earn customer loyalty. Those that don’t face reputational damage and financial consequences.
Building for agility
Legacy systems often cannot accommodate these demands. That’s why cloud-native, adaptable architectures are becoming essential. Solutions such as data clean rooms enable secure collaboration without compromising privacy. Composable platforms offer flexibility as customer needs evolve. This isn’t technology for its own sake; this is building agility to navigate a shifting marketplace.
Strategic partnerships help facilitate this transformation. Collaborations between data and cloud technology providers will enable brands to engage information in real-time, reducing unnecessary transport and maximising transparency. Marketers will experience this as faster insights, more control and less ‘black box’ decision-making.
Implications for brands in the region
Early adopters of privacy-first practices will distinguish themselves in a crowded marketplace. Connecting online and offline data silos will unlock deeper customer engagement. Local context remains crucial: strategies must respect cultural attitudes towards privacy and personalisation. Above all, brands that master data, identity and trust will not only match global best practice, but potentially surpass it.
The road ahead
Digital transformation isn’t a project with an endpoint – it’s an ongoing evolution of how organisations connect with customers. First-party data, identity resolution, AI and privacy form the foundations of this shift.
In the MENA market, the stakes are particularly high. Consumers are digitally savvy, regulators are tightening standards and competition continues to intensify. The organisations that will flourish are those combining global innovation with local insight, leveraging data not merely for transactions, but for building lasting relationships.
The next chapter of change belongs not to whoever amasses the most data, but to whoever uses it responsibly, transparently and intelligently to build trust. That’s the narrative all brands in the region must craft – and substantiate – in the coming years.
By Karthik Kumar, Managing Director – KINESSO, MCN MENAT
