The ABG’s AI Lab 2025 took place on 23 June 2025 in Dubai, United Arab Emirates. Hosted by the Advertising Business Group’s AI Committee, this exclusive and action-oriented event brought together industry professionals to explore the current state of artificial intelligence within the marketing, media, and advertising sectors.
Grounded in findings from a member survey conducted in collaboration with Ipsos, the session examined how organizations across the region are adopting AI, the challenges they face, and the opportunities available to drive meaningful transformation. Participants engaged in discussions designed to move beyond theory and contribute practical insights that will help shape the future of AI adoption within the industry.
ABG PARTICIPATION
Organized by ABG’s AI Committee, the event reinforced the Group’s commitment to supporting responsible innovation and knowledge sharing across the advertising and marketing ecosystem. By bringing together industry leaders, practitioners, and subject matter experts, ABG provided a collaborative platform for discussing AI’s evolving role and identifying actions that can support future growth and capability building.
KEY TOPICS
Key themes discussed during the event included:
- AI adoption across the MENA region
- Industry barriers to AI implementation
- AI training and learning programs
- AI applications within advertising and marketing
- Ethics, governance, and regulation of artificial intelligence
- The future of work in advertising
- New skills and operating models for planners and marketing professionals
- Responsible AI innovation and implementation
- Development of the ABG AI Playbook
The event featured a keynote presentation from a leading voice in artificial intelligence, followed by an interactive review of the Ipsos member survey findings. Participants then joined breakout labs to collaboratively address real-world challenges and opportunities associated with AI adoption.
REGIONAL CONTEXT
Artificial intelligence is rapidly reshaping the marketing and advertising landscape across the Middle East. As organizations seek practical pathways for implementation, industry collaboration becomes increasingly important. Events such as ABG’s AI Lab provide a valuable forum for professionals to share experiences, explore emerging best practices, and develop collective approaches to responsible AI adoption.
Insights gathered from the session will contribute to ABG’s upcoming AI Playbook and future industry initiatives, helping support a more informed, innovative, and future-ready advertising ecosystem across the region.