Bilawal Sheikh, Co-Founder, Xawiya StudiosFor the past few years, artificial intelligence has been discussed in our region through two dominant lenses: excitement and fear. On one side, it has been positioned as the gateway to a more efficient, more intelligent future. On the other, it has been treated as a threat to jobs, craft, creativity, originality and human relevance. The conversation has been loud, often polarised, and at times disconnected from what the market is actually experiencing on the ground. What we are seeing now is something far more practical and far more important.
Across the region, especially over the last two months of escalation and uncertainty, many brands and institutions understandably paused. Campaigns
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