Latest news with #HimanshuVashishtha
Khaleej Times
4 days ago
- Business
- Khaleej Times
AI branding revolution: Harnessing technology for dynamic storytelling
Not too long ago, the content game was all about SEO, click rates, and publishing calendars. But today's landscape demands more — real-time creativity, dynamic storytelling, and AI that understands your audience on a deeply personal level. With tools like ChatGPT, Claude, and Gemini revolutionising how we create, communicate, and connect, the marketing playbook is being radically rewritten. What was once a linear, time-consuming production cycle has evolved into an agile, AI-driven engine, one that delivers hyper-personalised experiences at scale and in real time. A New Era of Storytelling 'Large language models (LLMs) are accelerating the way brands think about storytelling. That's a fact,' says Himanshu Vashishtha, CEO of SixthFactor Consultancy. 'This is in terms of speed, as well as how personalised and context-aware content can become. What used to take days now takes minutes.' From real-time multilingual content to high-quality AI-generated video, tools that once felt futuristic are already being tested in live marketing workflows. Especially in the GCC, sectors like retail and telecom are jumping on the LLM train, using it to tailor campaigns dynamically based on user behaviour and localised data. 'We're in a very fluid phase. Capabilities that seemed out of reach even three months ago are now possible. The watchout here is in how we harness these tools in an environment that is evolving almost weekly. For brands, it's less about locking in a single approach and more about staying adaptive,' according to Vashishtha. Indeed, the numbers back up this urgency. The LLM market in the MEA region is forecast to grow from $528.1 million in 2024 to $2.64 billion by 2030. LLMs have dramatically transformed the way brands conceive and deliver digital content. Where content production used to be a slow, step-by-step process — brief, draft, review, revise — AI now accelerates the entire journey. Vsevolod Samsonov, Chief Marketing Officer of Global Markets at Flowwow, points to a recent Salesforce survey that reveals 76% of marketers are already using generative AI for basic content creation, while 71% use it for creative inspiration. 'This signals a major shift,' he explains. 'Ideas are now created, tested, and tailored in real time with help from AI. And it all comes with personalisation.' This is where LLMs shine. By processing massive volumes of unstructured data — think social media chatter, product reviews, and customer interactions, LLMs help marketers build content that hits the right note, every time. According to HubSpot, 72% of marketers now use AI for personalisation, boosting engagement and retention rates across platforms. The UAE-based Yanzo, a text-based super app that operates through WhatsApp, has successfully integrated ChatGPT into its customer service operations. By training the AI on 33,000 real customer interactions, Yanzo has managed to automate responses while maintaining its unique and recognisable tone of voice. Visual content is also getting a glow-up. A University of Oxford study recently found that AI-generated food images are often perceived as more appetising than real ones. It's no surprise that restaurants using tools like Midjourney to create photorealistic menu visuals are seeing sales boosts of up to 30%, thanks to enhanced appeal and better customer experience. LLMs amplify human creativity, enabling teams to scale their vision, refine messaging, and deliver personalised experiences at unprecedented speed. As Samsonov puts it, 'LLMs are ushering in a new era of content strategy, where human creativity is enhanced, storytelling becomes dynamic and data-driven, and adaptable brands stand out and stay memorable.' Beyond Buzzwords According to Vashishtha, AI-native content is built with both the end-user and the machine in mind. 'Traditional content is often optimised for human readability and emotion,' he explains. 'AI-native content adds a layer of structure and adaptability so that LLMs can parse, personalise, and present it in multiple formats. It's the difference between writing a blog post and designing an API-ready answer.' This dual focus becomes even more critical in multilingual regions like the UAE, where content must seamlessly transition across voice, text, and chat interfaces. 'Here, flexibility is not optional, it's essential,' he adds. For Samsonov, AI-native content is far more than just letting ChatGPT or MidJourney create assets. 'AI-native systems embed reliable AI capabilities across every stage — design, launch, operation, and maintenance,' he says, citing insights from Ericsson. 'In marketing, this means AI is not an afterthought or a one-time tool. It becomes the foundation of the content engine itself.' The distinction lies in the level of integration. AI-generated content refers to digital outputs from tools like GPT — a helpful starting point. AI-native content, however, is the product of a living, breathing system. One where AI is deeply embedded in the company's workflows, continuously learning from internal data and real-time feedback to deliver content that evolves dynamically. Flowwow offers a compelling case study. The brand's designers trained AI using thousands of MidJourney prompts to create a consistent visual library aligned with its identity. 'This AI-human collaboration accelerated ideation by 20%,' Samsonov notes, proving that creativity doesn't get lost — it gets supercharged. Global giants are also embracing the shift. Coca-Cola, for instance, has built an AI-powered platform that analyses consumer behaviour to create highly personalised, cross-channel campaigns, improving engagement while slashing marketing costs. From Keywords to Conversations As AI reshapes how users search, discover, and interact with information, the role of traditional SEO is being challenged like never before. With an increasing number of online journeys ending without a single click, marketers are being pushed to adapt their strategies to stay relevant in a world driven by AI-powered assistants, voice search, and zero-click experiences. 'We're in the midst of a transition,' says Vashishtha.'Traditional SEO still matters, but it's no longer the only game in town.' Nearly 60% of Google searches in 2024 ended without a click, signalling a fundamental shift in user behavior. Instead of navigating through multiple websites, users are increasingly relying on snippets, AI-generated responses, and voice assistants to get instant answers — all without leaving the search results page. 'In mobile-first markets like the UAE and Saudi Arabia, people are turning to chatbots and AI tools to answer everyday queries,' Vashishtha adds. 'That's pushing brands to rethink content — not just to be searchable, but servable by AI. We're not fully there yet, but the direction is clear.' Despite these emerging trends, traditional SEO is far from obsolete. Samsonov highlights that SEO still holds a central position in digital marketing strategies. 'SEO remains one of the top priorities for CMOs in 2025,' he says. 'About 91% of marketing leaders still consider it crucial for driving website performance and achieving business goals.' Samsonov points to several foundational SEO elements that remain essential: funnel-focused content, technical optimisation, rich media, schema markup, and backlinks. These practices continue to influence organic visibility — especially as Google's algorithm evolves to reward user-focused, high-quality experiences. However, he acknowledges the shift. 'Around 55–65% of Google searches globally and more than 75% on mobile — now end without a click. This is where content tailored for featured snippets, FAQs, and conversational formats becomes critical.' The emergence of AI-powered search engines like Perplexity and SearchGPT has added yet another layer to the search landscape. While their reach is still dwarfed by Google's 4.9 billion users, they reflect a growing trend toward conversational, natural language interfaces. Samsonov urges brands to future-proof their strategies by balancing SEO fundamentals with innovation. 'Marketers must now consider how content performs not just on traditional SERPs, but also in voice searches, AI summaries, and zero-click results,' he says. 'This includes embracing multimodal formats, strengthening social SEO, and prioritising brand trust and authority.' Future-Proofing Content in the Age of AI As LLMs redefine how content is created, discovered, and consumed, brands face a pressing question: how do you build a strategy that stays relevant in a future evolving at breakneck speed? 'In a space evolving as quickly as generative AI, the idea of 'future-proofing' needs to be approached with a healthy dose of humility,' says Vashishtha. 'What's relevant today might need rethinking in six months.' For Vashishtha, the path forward is rooted in agility. Rather than rigid strategies, he encourages brands to build modular content frameworks enriched with structured metadata and flexible formats. This allows content to seamlessly adapt across different channels — from voice assistants and chatbots to video platforms and AR environments. He also underscores the growing importance of upskilling. As prompting becomes a core competency in modern marketing, companies across the region are ramping up investments in AI literacy. 'The most future-ready brands may not be the ones predicting the future,' he says. 'They'll be the ones learning fast enough to meet it.' Samsonov points to the explosive growth of the region's generative AI market. With a projected CAGR of 35.4% from 2025 to 2030, and LLM-related revenues expected to skyrocket from $29.25 million in 2023 to over $5.3 billion by the end of the decade, the pressure to evolve is mounting. This momentum is driving a new kind of content strategy — one that's as emotionally resonant as it is technically sophisticated. Samsonov emphasises the need to lead with human stories. 'In a world where LLMs can mimic tone, human emotion remains irreplaceable,' he says. At Flowwow, the brand's own content puts real people — from employees to customers — at the centre of its storytelling. It's a strategy echoed by global brands like Nike, which have successfully combined AI-powered targeting with authentic user stories to drive up conversion rates. As search engines increasingly become answer engines, Samsonov highlights the importance of designing content that delivers instant value. With 65% of Google searches ending without a click, success lies in creating content that answers questions upfront — clearly, concisely, and confidently. Brands that embrace this zero-click reality are seeing measurable gains. Samsonov cites examples like local businesses boosting engagement through optimised listings and direct information delivery, rather than relying solely on traditional web traffic. The goal is no longer just to attract clicks, but to be the trusted answer that appears when it matters most. While traditional search engines prioritised keywords, LLMs prioritise meaning. This shift demands a new approach to content design — one that considers not just what is said, but how it is structured, sourced, and contextualised. Samsonov advises brands to think like a language model. Structured data, semantic clarity, and credible citations are now crucial for content to be surfaced and cited by AI tools. Companies that focus on this dual purpose — being useful to both humans and machines are already seeing stronger performance.
Campaign ME
07-05-2025
- Business
- Campaign ME
How are US tariffs and the global trade war affecting Emirati consumers?
Emirati consumers have opened up about the perceived impact of recent global trade tariff shifts, particularly US tariffs on Chinese goods, as well as how it affects their expectations around the prices of goods, product variety, and overall market and consumer sentiment. In a recent SixthFactor survey, 100 UAE nationals who were part of a proprietary panel of UAE-based respondents provided a unique view into the local citizen mindset, particularly in a region where national sentiment often reflects broader socio-economic priorities. When asked about the methodology of the survey, SixthFactor revealed to Campaign Middle East that it used a structured online survey approach, combining quantitative metrics with attitudinal questions to uncover patterns in sentiment, awareness, and expectations. The study was fielded in April 2025 and captured real-time responses to ongoing global developments in trade. Key Emirati consumer sentiment findings on the fallout of US tariffs More than three out of every four Emirati respondents (77 per cent) indicated strong confidence in the UAE's ability to benefit from current global trade disruptions. The survey results also reflect strategic consumer awareness and a mixture of optimism with realism, with consumers waiting patiently for signals from government authorities and retail marketers before changing their purchase patterns. 'While expectations are positive, the market is waiting for signals – especially from local authorities or large retailers before making big buying or investment decisions. That highlights the opportunity for businesses and policymakers to step in with clarity and guidance, and help translate macro shifts into local confidence,' said Himanshu Vashishtha, CEO, SixthFactor Consulting. Of the UAE nationals surveyed, 42 per cent of consumers shared that they expect prices to decrease due to increased supply. Additionally, 33 per cent of the Emiratis surveyed anticipate greater product variety, while 17 per cent are concerned some products might become harder to find. 'That's a strong vote for anticipated consumer value. There's also realism – 17 per cent foresee potential shortages, and a smaller group (8%) don't expect to be affected at all. In essence, consumers are hopeful about lower prices, but are watching closely to see if that promise materialises,' Vashishtha added. UAE sectors expected to benefit most from increased trade activity following the US tariffs and the ensuing global trade war include online shopping, retail and and malls, manufacturing, warehousing, and shipping and logistics.
Khaleej Times
26-04-2025
- Business
- Khaleej Times
UAE: How Trump's tariffs could help residents get lower prices, more jobs
The UAE could emerge as one of the biggest beneficiaries of the ongoing trade tensions between the US and China, according to experts. As the US imposes steep tariffs on Chinese goods, businesses and consumers in the UAE are anticipating a shift in global trade flows, positioning the country as an important and key player in global logistics and re-exports, experts told Khaleej Times. A study by SixthFactor Consulting involving 100 Emiratis with finance and economics backgrounds revealed that 77 per cent believe the UAE will become more important for global trade due to the US' decision to impose a 245 per cent tariff on Chinese products. This highlights the country's growing role as a critical link between the East and West. 'Consumers aren't just watching from the sidelines,' said Himanshu Vashishtha, CEO of SixthFactor Consulting. 'They understand the UAE's global leverage and are optimistic that these shifts can benefit the region economically. The study also found that 82 per cent of respondents expect more goods to pass through the UAE to other countries, indicating strong faith in the country's re-export capabilities and logistics infrastructure. Shift in supply chains The high tariffs on Chinese goods entering the US have made it less feasible for manufacturers to ship directly from China. This is pushing many businesses to explore alternate routes, and the UAE is emerging as a preferred hub. According to CA Harikishan Rankawat, managing partner of RNG Auditors, Chinese companies may start setting up assembly plants in the UAE, particularly in designated free zones that offer 0 per cent corporate tax. 'Since the UAE only has a 10 per cent tariff when exporting to the US, compared to China's 245 per cent, many Chinese firms might choose to assemble products here and re-export,' he said. 'It makes economic sense and also fits the UAE's long-term vision of being a trade and manufacturing hub.' 'These changes are likely to give a boost to several sectors, including logistics, manufacturing, warehousing, and re-exports,' added Rankawat. More goods, lower prices? One immediate consequence of the tariffs is the accumulation of surplus stock in China. With US buyers holding off on purchases, manufacturers are left with overflowing warehouses and nowhere to ship their goods. 'China has a spillover of surplus goods and not many buyers in the US right now. So, they are turning to other countries, mainly the UAE, to sell their goods,' said Mujeeb Rahman, deputy general manager at Stars Global Shipping and Logistics. 'Our ports work well, warehouses are ready, and people in the region are still buying. It's a perfect match for Chinese manufacturers' interest,' added Rahman. Jason (Li Jun), a Dubai-based trader who imports lighting and construction materials from China, said, 'The factories and warehouses in China are full. Some buyers in the US have paused orders. We are now assessing whether to bring goods into Dubai, but there is a risk, if everyone does it at once, prices will crash,' said Jason, who operates in Dragon Mart 1. But that same risk could turn into an opportunity for UAE consumers. 'As surplus Chinese products are redirected to the Gulf, it could lead to lower prices on electronics, fashion, and home goods, especially during seasonal sales,' added Jason. Chen Wei (Victor), another businessman in Dragon Mart dealing in apparel and accessories, said: 'Thousands of jackets, sneakers, and handbags are sitting in our partners' warehouses in Yiwu and Guangzhou. Once these are redirected to the Middle East, UAE retailers will benefit from lower sourcing costs, and shoppers may see big discounts.' The SixthFactor study found that 42 per cent of Emirati respondents expect product prices to go down, and 33 per cent believe they will see more choices on the shelves. However, 17 per cent fear possible shortages, and 8 per cent don't expect to be impacted at all. Re-export and transhipment 'Chinese traders are already here, renting warehouses, storing their goods, and preparing for re-export,' said Rahman. 'This will lead to a healthy competition between UAE-based manufacturers and importers. But ultimately, the big winner will be the consumer,' added Rahman. Experts say that the US-China tariff war could lead to a long-term restructuring of global supply chains, and the UAE is well-positioned to benefit. Not just for re-exports, but as a key location for assembly and light manufacturing. The SixthFactor study also showed that Emiratis view shipping, warehousing, and manufacturing as the top sectors that will benefit, followed by retail and e-commerce. 'When we asked what makes the UAE attractive, respondents didn't just say location, they mentioned governance, port quality, and tax benefits. That shows people understand the whole ecosystem, not just one advantage,' Vashishtha. Patience is the key Some Chinese businessmen are being cautious and are waiting to see if the demand in the UAE and nearby markets can actually take their goods before committing to large shipments. 'Timing is everything. If we move too early, and the market gets flooded. But if we wait too long, we may miss out,' said Jason. Along with being caution, businessmen are enthusiastic and watching for signals. 'There's a lot of hope, but also uncertainty,' said Victor. 'We are staying alert. Because once the surplus come into the UAE, those with the right connections will come out on top.' Increased demand for warehouse Shipping and logistics companies are noticing rising interest from Chinese exporters and manufacturers for warehouses and manufacturing units set up in the UAE. 'We are already getting more calls from Chinese companies looking for storage. Some are renting big spaces just to keep their goods safe while they plan their next move,' said Rahman. 'This isn't just for now, it could bring long-term benefits. More Chinese companies might move parts of their business here. That means more jobs and more trade for the UAE,' added Rahman.
Khaleej Times
20-02-2025
- Business
- Khaleej Times
Ramadan in UAE: Up to 40% food untouched at restaurants; steps to reduce waste
Restaurants in the UAE see up to 40 percent increase in food wastage by customers, while over 80 percent of households in the UAE have reported food being wasted during the holy month of Ramadan. To combat this, UAE's national food loss and waste initiative Ne'ma is running campaigns throughout the month by spreading awareness and collaborating with partners. According to Khuloud Hasan Al Nuwais, Ne'ma Steering Committee Secretary-General, the aim is to promote some key behaviours like 'serving smaller portions at Iftar and Suhoor, properly storing leftovers to be consumed later, and donating surplus food through structured community programmes' to cut down on food wastage. She added that planning meals in advance and avoiding excessive grocery shopping can help curb unnecessary waste. These steps have been designed based on the findings of the agency's Ramadan study conducted last year with Abu Dhabi Agriculture and Food Safety Authority and Department Of Culture And Tourism to analyse food waste patterns. Increasing food wastage One market research company revealed another shocking figure. 'In our past surveys we have seen over 80 percent of the households that are fasting agree that the amount of food wastage goes up during Ramadan,' said Himanshu Vashishtha, CEO of SixthFactor Consulting. Meanwhile, restaurant owners in the UAE shared how food wastage increases, especially during Ramadan, and how they worked to decrease it. 'Our observation is that many customers leave about 40 percent of their food untouched, especially during Ramadan,' said Shyjil Hussain, owner of Zam Zam Mandi group of restaurants. 'When people are hungry, they think they can eat a lot and order as much. But once the food arrives, they get full really quickly thereby wasting a lot of food.' He said the restaurant tried to redistribute food based on the guidelines set by authorities His comments were supported by Eti Bhasin, Executive Director of Majestic Hotels, The Permit Room, and Dhaba Lane, whose hotel changed their serving style to cut down on food waste. 'We used to have a buffet concept for iftars and we used see a minimum wastage of 30 to 35 percent, especially of mains,' she said. 'That is why, for the last two years, we stick to providing only set menus on the table and start preparations only once bookings are confirmed.' Vikas Malhotra, Restaurant Manager of Barbecue Delights said the restaurant tried to do more live stations in the hope that people would not hoard more food on their plates to combat food wastage that he estimated went up by 20 percent during Ramadan. Work done Khuloud said that their work with hotels, which involved small steps, brought in big results. 'One of our key initiatives involved simple adjustments such as modifying plate sizes, altering serving styles and adjusting portioning methods, which resulted in food waste reductions of up to 62 percent,' she said. In 2024 alone, Ne'ma successfully diverted 612,000 kg of food from landfills, preventing the release of 1.5 million kg of carbon emissions. This led to the creation of 49,000 kg of compost, which was returned to farmland covering more than 18,700 square metres. Over 367,450 kg of surplus food was rescued and redistributed, benefiting over 450,000 people across the country, with 23,000 meals provided through smart community fridges. The authority has also launched the country's first Food Waste Baseline Study, which will provide comprehensive data by 2026. Khuloud added that Ne'ma conduct behavioral studies to analyze trends, measure the impact of various interventions, and refine our approach. 'This data-driven strategy helps inform policymaking, supports business decisions, and allows us to track progress toward the national goal of reducing food waste by 50% by 2030,' she said.
