Artificial intelligence is rapidly shifting from isolated pilots to a core driver of marketing performance across the Middle East. As organizations move beyond experimentation, the real challenge is building scalable capabilities, trusted governance, and measurable business value.

Developed by Ipsos in collaboration with the Advertising Business Group, this regional pulse study captures how marketing, media, and advertising professionals are integrating AI into daily workflows and long-term strategy. The findings reveal both strong optimism about AI’s productivity potential and clear concerns around trust, skills gaps, and policy readiness.

Key insights shaping AI adoption in the region include:

• Most professionals understand AI, but still use it inconsistently.
• Senior leaders are embedding AI into workflows faster than junior teams.
• Content creation and data analysis are the most common use cases.
• Privacy, bias, and governance remain major barriers to trust.
• Many organizations lack structured training or clear AI policies.
• Demand for practical upskilling and certification pathways is rising.
• The next phase of growth depends on scaling responsible AI adoption.

These insights help marketing leaders prioritize enablement, strengthen governance frameworks, and transition AI from tactical experimentation to sustained competitive advantage.