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ABG x IPSOS: AI TRANSFORMATIVE PULSE
AI Transformation Pulse: Insights from the Region
In partnership with Ipsos, ABG’s AI Transformation Pulse offers a snapshot of how advertising and media professionals in the UAE and Saudi Arabia are moving from AI experimentation to real business impact. The report highlights current AI fluency, adoption patterns, and core applications, while exploring attitudes toward efficiency, ethics, and governance. With only a fraction of professionals using AI consistently, the findings underscore the need for targeted upskilling, robust governance frameworks, and trust-driven adoption. This research provides actionable insights for organisations aiming to unlock AI’s full potential and transform occasional use into sustained competitive advantage.
FROM PILOTS TO PERFORMANCE: BUILDING A MATURE AI ECOSYSTEM FOR AGENCIES & ADVERTISERS
ABG x Ipsos Survey (June 2025) found that while 96% of advertising professionals use AI tools and 73% of companies actively embed AI, adoption remains inconsistent. Most professionals understand AI but use it only occasionally, with primary applications in content creation, data analysis, and personalization. 89% view AI positively, but significant concerns persist around bias, privacy, and over-reliance without human oversight.
The main challenge: only 27% of companies have well-defined AI policies, and training is insufficient. To scale AI adoption responsibly, the industry needs targeted learning programs, clear ethical frameworks, and role-specific implementation guides.
WFA x ABG: MARKETER OF THE FUTURE SURVEY RESULTS: MIDDLE EAST
The WFA’s Marketer of the Future survey (May 2025), conducted with Oxford, reveals that Middle Eastern marketers are optimistic and future-focused. With 58% reporting that their organisations outperform their sector, senior marketers highlight the importance of strong marketing fundamentals, strategic alignment, and continuous skills development. Technology, data, and sustainability are seen as the most significant drivers of change, while challenges such as complexity, economic uncertainty, and retail power are also top priorities.
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