Can AI deepen spiritual experiences during the Holy Month of Ramadan?
As technology continues to shape every aspect of our lives, artificial intelligence affects everything. The fusion of faith and technology, such as personalised prayer reminders, showcase how AI is reshaping the way people observe the Holy Month of Ramadan.
Historically, each technological shift has affected Ramadan in unique ways. The radio once brought sermons into homes, television introduced special Ramadan programming and social media connected fasting Muslims worldwide. Now, artificial intelligence is poised to be the next evolution. What role should AI play in the sensitive and fundamental territory of spirituality?
Ramadan is all about human connections
As AI continues to evolve, it is reshaping the way brands engage with consumers during the Holy Month. From personalised shopping experiences to artificial intelligence-driven content creation, both businesses and individuals are navigating a new digital era of Ramadan.
Nonetheless, consumers will likely have mixed reactions to AI-enhanced Ramadan traditions. While many will embrace the convenience, efficiency and personalisation that AI offers, others may resist its growing influence, particularly when it comes to faith-based practices.
For brands to ease the shift to AI during Ramadan, they need to take a thoughtful, respectful and customised consumer approach to ensure AI enhances, rather than disrupts, religious traditions.
An example of this could be by leveraging AI to personalise virtual Iftar invitations, helping people connect with family and friends, or using AI to analyse donation trends and suggest impactful ways for people to give Zakat to their communities.
AI-powered innovation: transforming FMCG and beauty experiences
The FMCG industry is leading the global adoption of artificial intelligence, using advanced analytics and machine learning to enhance media and campaign strategies.
For instance, Unilever's beauty brands worldwide have harnessed AI to create immersive, highly personalised consumer experiences, driving growth through market expansion, premium positioning and increased sales.
Notable examples include BeautyHub Pro, Dove's AI-powered Virtual Scalp and Hair Therapist and Pond's Skin Institute's AI Skin Expert, which is expected to surpass 100,000 users by the end of 2024.
Through AI-powered sentiment analysis and predictive analytics, brands can craft narratives that align with consumer values, ensuring that promotional efforts during Ramadan remain culturally authentic while maximising engagement and loyalty.
Ramadan: tech and advertising intersect with family traditions
A recent study by The Trade Desk highlights Ramadan as a key cultural moment when technology and advertising intersect with family traditions. The research shows that 88 per cent of respondents prioritise family time, while 76 per cent see technology as integral to Ramadan.
Hyper-personalised targeting using artificial intelligence-driven analytics will become even more prominent in 2025. Brands will leverage data insights to share exclusive deals, dynamic content and personalised recommendations tailored to individual consumer behaviours.
Despite AI's growing presence, storytelling remains a powerful bridge between brands and consumers, especially during Ramadan.
Short films, influencer partnerships and community-driven content reflecting shared values of generosity, resilience and family will continue to dominate marketing strategies.
Emotional narratives – particularly those that capture real-life Ramadan experiences – will be key to engaging audiences authentically.
The future of AI and Ramadan: a balanced approach
As AI becomes more embedded in Ramadan traditions, both brands and consumers will need to navigate its impact thoughtfully. There is a risk that artificial intelligence could commercialise Ramadan, as brands use AI-driven analytics to hyper-personalise ads, predict consumer behaviour and push targeted promotions.
Businesses must ensure that artificial intelligence-driven marketing remains respectful of religious values, while consumers must decide how much technology they want to integrate into their Ramadan experience.
AI can be a powerful tool to enhance Ramadan, but it should complement – not replace – the spiritual and communal essence of the Holy Month.
Done correctly, Ramadan could even represent an opportunity to connect between tradition and innovation. Striking this balance will be the key to wider acceptance, ensuring that artificial intelligence serves to enrich rather than dilute the significance of Ramadan.
By Ban Samara, Senior Director of Planning, PHD MENA
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