ABG’s ‘MARKETER OF THE FUTURE’ DEBUTS WITH FOCUS ON AI

AI Is Transforming Marketing, Defined by Trust and Responsibility

November 2025

ABG in the News

ABG, Advertising Business Group, AI in marketing, Dubai marketing events, Marketer of the Future event, marketing leadership, Middle East marketing industry, responsible advertising

EXPLORE MORE INDUSTRY RESEARCH

ABG MARKETING LEADERSHIP UNDER PRESSURE | 2026

A CMO Perspective from the ABG Forum

Senior marketing leaders across the Middle East and GCC came together at ABG’s first CMO Forum to discuss the growing pressure on brands to deliver measurable growth while protecting long-term brand equity. The report captures key priorities, challenges, and strategic shifts shaping the future of marketing leadership.

Business Transformation, Industry Insights

ABG CMO FORUM OPENING ADDRESS | 2026

Eleni Kitra, ABG CEO & Executive Director

The mandate hasn’t changed. The pressure around delivery has. Drawing on ABG Pulse Survey insights, this session outlines how marketing leaders are shifting from long-term planning to real-time decision-making, balancing growth, brand, and accountability in a more volatile environment. A clear view of how the CMO role is evolving, and what it now takes to lead effectively.

Business Transformation, Industry Insights

ABG CMO FORUM CEO-CMO ALIGNMENT | 2026

Lizzy Johnson, Senior Advisor, EMIR

Growth is becoming harder to deliver and sustain. Drawing on ABG Pulse Survey data and regional dynamics, this session explores how shifting demand, rising costs, and performance pressure are reshaping the marketing operating model. It highlights the need for stronger CEO–CMO alignment focused on growth quality, capital efficiency, faster decision-making, and the investment shifts required to drive more sustainable, profitable growth.

Business Transformation, Industry Insights

ABG CMO FORUM CHAIRPERSON ADDRESS | 2026

Olfa Messaoudi, CDMO, L’Oréal Middle East & ABG Vice Chair

What got us here will not get us where we need to go next. This session positions the modern CMO at the center of growth and transformation, navigating accelerating change across technology, media, and consumer behavior. It reinforces the shift from brand leadership to business leadership, and the need for collective intelligence to drive faster, more effective decisions.

Business Transformation, Industry Insights

ABG CMO FORUM CONSUMER INSIGHTS | 2026

Ipsos I ABG Insights Partner

Consumer behavior is shifting toward control, value, and certainty. Based on Ipsos research in the UAE, this session unpacks how uncertainty is reshaping spending, brand choice, and digital engagement. It highlights the growing role of trust, transparency, and relevance, and what brands must do to compete in an environment where value perception and emotional context drive decisions.

Business Transformation, Industry Insights

ABG CMO PULSE REPORT | 2026

Growth & the Pressure to Perform Marketing Leadership

Marketing leaders across the Middle East are navigating geopolitical pressure, tighter budgets, and rising expectations for measurable growth. ABG’s April 2026 CMO Pulse captures how senior leaders across 9+ markets are adapting strategy, investment, and priorities in real time.

Business Transformation, Industry Insights