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.