Artificial intelligence is moving beyond experimentation to become a core driver of marketing performance and organisational growth. Across agencies and advertiser organisations, leaders are focusing on scaling early AI pilots into operational systems that improve decision-making, unlock creative value, and deliver measurable business impact.
This Ipsos and Advertising Business Group study examines how professionals across the UAE and Saudi Arabia are adopting AI tools, strengthening governance approaches, and building workforce capabilities to remain competitive in a rapidly evolving marketing and media landscape.
Emerging patterns in AI adoption include:
- AI adoption is accelerating, but daily integration is still maturing
- AI is increasingly embedded in workflows, with uneven maturity across teams
- Hands-on upskilling remains critical to scaling real-world impact
- Governance structures are evolving but accountability gaps remain
- AI is seen as enhancing efficiency, creativity, and decision quality
- Ethical transparency and human oversight are essential safeguards
- Workforce readiness is improving, yet junior confidence gaps persist
- Enterprise performance requires scaling beyond isolated pilot programmes
Together, these findings offer practical direction for marketing leaders seeking to build scalable AI capability while balancing innovation, governance, and workforce readiness.
