The interest, obsession even, in Artificial Intelligence (AI) is very real. This is as true in Egypt as it is elsewhere in the world. Still, even if we are in the early stages of adoption and development in the advertising sector, we have an opportunity to leapfrog. Clients are eager to explore and test the potential of these technologies.
Who wouldn’t when you consider the promise of greater efficiency and better business outcomes? While some may view AI as merely ‘optimisation on steroids’, its potential extends well beyond that. It procures deep consumer insights that can transform creative strategies and enhance overall campaign effectiveness. By embracing AI, Egypt can not only enhance its advertising landscape but also solidify its position as a leader in the regional market.
Egypt’s current skill set in media and advertising may not fully align with the demands of advanced AI applications, but this presents media agencies with a significant opportunity if they invest in training and development. With the current direction and speed of travel, it is clear that inaction and procrastination are simply not an option. As AI continues to evolve, its impact on the media landscape is undeniable. Just look at what’s happening to programmatic buying. While it has been a staple of digital advertising for years, recent advancements in AI are redefining its capabilities, making it smarter, faster, and more efficient than ever before.
Historically, programmatic buying has automated ad purchases to enhance efficiency, ensuring that every dollar invested drives meaningful results. What’s changing now with AI is the sophistication of AI algorithms and the speed at which they process data. This evolution enables advertisers to bid for ad space in real-time and target the right audiences with unprecedented precision.
The latest AI-driven tools are designed to minimise wasted impressions and optimise ad insertions, turning marketing budgets into strategic investments. With the power of advanced algorithms, advertisers can reach specific demographics, interests, and behaviours, ensuring that their messages resonate with those who matter most. This targeted approach is crucial for driving engagement and improving conversion rates.
While the foundations of programmatic buying are well-established, the integration of AI is a game-changer. It transforms traditional advertising strategies into data-driven campaigns that are not just efficient, but also impactful. As we look ahead, the potential for AI to further enhance advertising and marketing is immense.
Readying our industry talent for this revolution ought to be an imperative for our future. Neither clients nor agencies nor the media can afford to be bystanders. We must take our destiny into our own hands and use AI to our advantage, on our own terms. Other markets’ experience with AI can be a guide, but it doesn’t have to be a blueprint. We have a sense of what we can achieve if we embrace AI, thanks to what we’re seeing with programmatic buying, but this is only one aspect. Time now to advance with our eyes wide open and embrace these innovations to elevate our work and power ahead in our increasingly competitive landscape.
By Rita Boulos, General Manager, OMD Egypt
