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ABG Secretariat 11/20/25 ABG Secretariat 11/20/25

ABG x IPSOS: MARKETING AS A GROWTH AGENT

Marketing has become a core growth engine across MENA, driven by data, AI, and advanced analytics. Insights from ABG and Ipsos show that performance is no longer separate from marketing—it defines it. While 41% of marketers feel their function is strong, the pace of technology transformation varies across the region, from the UAE as an accelerator to emerging next-generation hubs. Future-ready marketing teams are increasingly data-led, adaptive, and AI-literate, with many already using analytics daily and AI embedded—often unknowingly—into areas such as customer engagement, targeting, and predictive analysis.

ABG Secretariat 10/23/25 ABG Secretariat 10/23/25

UAE CONSUMER SURVEY ABOUT INFLUENCER MARKETING & AI

This October 2025 survey of 1,148 UAE consumers explores attitudes toward AI influencers and influencer marketing. Key findings reveal that 87% of consumers are aware of AI influencers, yet 53% strongly prefer human influencers for recommendations. A significant 73% support mandatory disclosure when brands use AI in content. On purchasing behavior, opinions are split: 32% are less likely to buy from AI recommendations, while 27% are actually more likely—suggesting a divided market.

ABG Secretariat 10/15/25 ABG Secretariat 10/15/25

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.

ABG Secretariat 5/5/25 ABG Secretariat 5/5/25

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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