Latest news with #MazenNahawi
Zawya
13-05-2025
- Business
- Zawya
MEPRA convenes top industry leaders to examine "Communication Through Change"
The Association's annual flagship forum is set to discuss the state of the industry in response to shifting global landscapes Abu Dhabi, UAE – The Middle East Public Relations Association (MEPRA) announced the return of its highly anticipated annual forum, the UAE Leadership Majlis. Marking its 10th edition, the event will explore the evolving state of public relations and communications under the timely theme "Communication Through Change." Scheduled to take place on Thursday, May 29, 2025, at NYU Abu Dhabi, the 2025 UAE Leadership Majlis marks a decade of bringing together top communication professionals, industry leaders, and influential voices from across the region, providing a platform for insightful dialogue, knowledge exchange, and strategic foresight. "Communication Through Change" will explore how industry leaders can effectively build brands, protect reputations, and communicate with impact, while navigating evolving global landscapes, prevalent industry transformation, and emerging trends and tools. Confirmed speakers at this year's Majlis include Mazen Nahawi, Group CEO of Carma; Faheem Ahamed, Group Chief Marketing and Communications Officer at G42; Rania Masri El Khatib, Chief Brand & Marketing Officer at IMI; Jagruti Mistry, Senior Director, Head of Communications for North Africa, Levant and Pakistan at Visa; Brendan Hodgson, Executive Strategy Director at Burson; and Menna Zaki, Global Communications & Brand Strategy Executive, ex- PepsiCo. Kate Midttun, Chairperson of MEPRA, commented:"As we mark the 10th edition of the MEPRA Leadership Majlis, we do so at a time when change is not an exception, but a constant. In an increasingly complex global environment, communication is no longer just about telling stories, it is about shaping resilience, protecting reputations, and forging human connections that endure. This year's Majlis will challenge our industry to move beyond adaptation, and to lead through transformation with strategic clarity, cultural relevance, and impact." The 2025 UAE Leadership Majlis is supported by Carma, Telum Media, The Conscious Comms Collective, and First and Ten Productions. Tickets to the 2025 MEPRA UAE Leadership Majlis are available via About MEPRA: The Middle East Public Relations Association (MEPRA) is the leading industry body for public relations and communication professionals in the Middle East. MEPRA strives to promote excellence in public relations and communication by providing a platform for knowledge sharing, professional development, and industry advocacy. With a growing membership of agencies, corporations, and individuals, MEPRA is committed to raising standards and building a thriving communication community in the region.
Mid East Info
13-05-2025
- Business
- Mid East Info
MEPRA Convenes Top Industry Leaders to Examine 'Communication Through Change'
The Association's annual flagship forum is set to discuss the state of the industry in response to shifting global landscapes Abu Dhabi, UAE – May , 2025: The Middle East Public Relations Association (MEPRA) announced the return of its highly anticipated annual forum, the UAE Leadership Majlis. Marking its 10th edition, the event will explore the evolving state of public relations and communications under the timely theme 'Communication Through Change.' Scheduled to take place on Thursday, May 29, 2025, at NYU Abu Dhabi, the 2025 UAE Leadership Majlis marks a decade of bringing together top communication professionals, industry leaders, and influential voices from across the region, providing a platform for insightful dialogue, knowledge exchange, and strategic foresight. 'Communication Through Change' will explore how industry leaders can effectively build brands, protect reputations, and communicate with impact, while navigating evolving global landscapes, prevalent industry transformation, and emerging trends and tools. Confirmed speakers at this year's Majlis include Mazen Nahawi, Group CEO of Carma; Faheem Ahamed, Group Chief Marketing and Communications Officer at G42; Rania Masri El Khatib, Chief Brand & Marketing Officer at IMI; Jagruti Mistry, Senior Director, Head of Communications for North Africa, Levant and Pakistan at Visa; Brendan Hodgson, Executive Strategy Director at Burson; and Menna Zaki, Global Communications & Brand Strategy Executive, ex-PepsiCo. Kate Midttun, Chairperson of MEPRA, commented: 'As we mark the 10th edition of the MEPRA Leadership Majlis, we do so at a time when change is not an exception, but a constant. In an increasingly complex global environment, communication is no longer just about telling stories, it is about shaping resilience, protecting reputations, and forging human connections that endure. This year's Majlis will challenge our industry to move beyond adaptation, and to lead through transformation with strategic clarity, cultural relevance, and impact.' The 2025 UAE Leadership Majlis is supported by Carma, Telum Media, The Conscious Comms Collective, and First and Ten Productions. Tickets to the 2025 MEPRA UAE Leadership Majlis are available via About MEPRA: The Middle East Public Relations Association (MEPRA) is the leading industry body for public relations and communication professionals in the Middle East. MEPRA strives to promote excellence in public relations and communication by providing a platform for knowledge sharing, professional development, and industry advocacy. With a growing membership of agencies, corporations, and individuals, MEPRA is committed to raising standards and building a thriving communication community in the region.
Gulf Business
07-05-2025
- Business
- Gulf Business
‘Authenticity still matters': CARMA's Mazen Nahawi on AI, trust and media's next frontier
Artificial Intelligence (AI) is shaking up every industry, from marketing to media. But for Mazen Nahawi, founder and Group CEO of Nahawi leads one of the region's top media intelligence firms. For over 25 years, he's helped brands and governments understand their reputations — and measure the real impact of communications. On 23 April, he took the stage at the Gulf Business Business Breakfast in Dubai to deliver a keynote on how trust and reputation are changing in the age of AI. His message? Data must be trusted. Human insight still matters. And AI is only as good as the people guiding it. (You can watch his keynote below.) In this interview, Nahawi explains why cultural nuance still trips up AI in the Middle East, which jobs will go — and which will rise — and why Gen Z's demand for authenticity is shaping the future of PR. In your keynote at the Gulf Business tech panel last month, you mentioned that AI struggles with cultural nuance. How serious is this issue when analysing media in a region as diverse as the Middle East? This is a valid concern which can potentially pose challenges for organisations which are utilising, or in the process of adapting AI in business. AI models, especially those trained predominantly on Western datasets, often fail to capture the rich tapestry of languages, dialects, and cultural contexts in the Middle East. For instance, generative AI tools have exhibited biases, such as underrepresenting certain groups or misinterpreting cultural symbols. You describe AI as the 'greatest accelerator on Earth,' yet heavily flawed. Where should companies draw the line between embracing AI and relying too much on it? While AI offers immense potential for efficiency and innovation, overreliance without proper oversight can be detrimental. A Boston Consulting Group study revealed that , often due to inadequate integration and unclear objectives. It's important to remember that AI should augment human decision-making rather than replace it, maintaining a balance that leverages AI's strengths while preserving human judgment and ethical considerations. This ensures that human roles evolve to strategic interpreters, providing reassurance about the future of their roles. Mazen Nahawi, the CEO of CARMA. One of your slides stated that 'jobs will go, but value remains.' What kinds of jobs do you think are most at risk—and which new roles do you see emerging? Jobs involving repetitive and routine tasks, such as data entry or basic analysis, are most susceptible to automation. A survey indicated that . However, the industry is also seeing a rise in roles that require creativity, strategic thinking, and emotional intelligence. This underscores the growing importance of these roles and the value they bring to the industry. You noted that 82 per cent of Gen Z prefer brands using real people over AI avatars. How do you think this shapes the future of PR and advertising in the AI era? The preference of 82 per cent of Gen Z for brands using real people over AI avatars underscores the importance of authenticity in brand communications. As AI-generated content becomes more prevalent, consumers, especially younger demographics, seek genuine human connections. This preference for authentic human narratives in marketing highlights the need for brands to focus on integrating AI to enhance, rather than replace, genuine storytelling. This reiteration of the importance of authenticity in brand communications helps the audience feel connected and engaged with the content, and further confirms the enduring significance of human connection in relation to AI. You showed examples of AI-generated images failing to grasp basic human concepts, like a left-handed person writing. Do you think this lack of 'human understanding' is a temporary problem or a permanent limitation when it comes to AI? While AI continues to improve, certain limitations persist. Studies have shown that humans struggle to distinguish between authentic and AI-generated images, with a . This indicates that AI can produce convincing visuals but often lacks contextual understanding. These shortcomings suggest that while technical advancements continue, AI may always require human oversight to ensure accurate and culturally sensitive outputs. You said that 'authenticity still matters.' How can organisations ensure their use of AI aligns with authentic storytelling and brand trust? Organisations should prioritise transparency in their use of AI, clearly communicating when and how AI is utilised in content creation. Emphasising human stories and experiences remains crucial. By combining AI's capabilities with genuine human insights, brands can maintain authenticity and foster deeper connections with their audiences. What role do you see human consultants and analysts playing in an age where AI can generate basic reports and trend summaries? Human consultants and analysts will transition from data gatherers to strategic interpreters. While AI can process and summarise vast amounts of information, humans provide context, ethical considerations, and complex understanding. As highlighted in recent reports, the emergence of AI-driven consulting firms showcases the . If trust is the new currency, how can businesses ensure their AI tools and data use maintain public trust—especially in reputation-sensitive industries like government, healthcare, or finance? Maintaining public trust requires transparency, accountability, and ethical use of AI. Businesses should implement clear policies on AI usage, ensure data privacy, and involve human oversight in critical decisions. Regular audits and open communication about AI's role in services can further bolster public confidence.
Gulf Business
24-04-2025
- Business
- Gulf Business
Gulf Business tech panel: Dubai's key players pave next frontier in innovation
Image credit: Supplied photo The second Gulf Business Breakfast Briefing of 2025, held on April 23, focused on innovation and emerging technologies. The event brought together leading minds from telecoms, AI, cloud, and blockchain — fields rapidly becoming the foundation of the region's economic future. The agenda of the event was as follows: Panel Discussion: Telecoms & Cloud – The Next Frontier The impact of 5G Advanced and the roadmap to 6G The shift from telco to techco – how telecom companies are evolving into digital service providers The rise of sovereign cloud and its role in data security and telecom innovation Moderator: Neesha Salian, Editor, Gulf Business Panellists: Iwan Stella, Head of Strategy and Commercial Management for Ericsson Middle East and Africa; Cherian Varghese, Senior Vice President, AI and Cloud Infrastructure, EMEA, Oracle; Samar Mittal, Vice President and MEA Head of Cloud & Network Services, Nokia Sameer Jameel, Chief Technology Architect, Huawei Middle East and Central Asia Keynote – Mazen Nahawi, Founder and Group CEO, Carma Panel Discussion: Artificial Intelligence – A Regional Powerhouse The UAE's growing role as an AI innovation hub AI-driven transformation in finance, healthcare, logistics, and security Moderator: Gareth van Zyl, Group Editor, Gulf Business Panellists: Vasudha Khandeparkar, AI, Analytics and Data Practice Lead, Business Consulting, Grant Thornton UAE Andreas Hassellof, CEO and founder of Ombori Mark Dymock Operating Partner at SC Ventures Mazen Nahawi, Founder and Group CEO, Carma Panel Discussion: Blockchain Evolution – From Pilots to Pioneers The UAE's blockchain-friendly regulations and their role in attracting global innovation Moderator: Kokila Alagh, founder and managing partner of Karm Legal Panellists: Rifad Mahasneh, CEO of OKX MENA Alice Liu, Head of Research at CoinMarketCap Faisal Zaidi, President, Exscape Akos Erzse, Director of Public Policy at BitOasis Srinu Chowhan, Chief Marketing Officer, Image credit: Supplied photo The 5G legacy: Stepping stone towards experience monetisation 5G-Advanced (also known as 5.5G or 5G-A) is an evolutionary upgrade to 5G technology, defined under the 3GPP Release 18 standard. It serves as a transitional phase between 5G and future 6G networks, focusing on performance optimization, enhanced spectral and energy efficiency, and expanded functionality. Read- '5G-A will always be part of the 5G legacy. What's interesting is how 5G is shifting the paradigm — not just in terms of traffic monetisation, but now towards experience monetisation,' said Sameer Jameel, chief technology architect at He added, 'For applications like live streaming — think concerts or large gatherings — individuals still face challenges sharing videos in real time. Operators in the Middle East and other regions are already working on experience monetisation, ensuring individual customers get the right bandwidth and a seamless data-sharing experience.' He also highlighted the demand for high bandwidth in vertical industries like smart cities, manufacturing, and agriculture, all of which 5G can support. Image credit: Supplied photo How trust and reputation are changing in the age of AI Technology companies today are harnessing speed, processing power, and big data applications to unlock new levels of insight. These tools now shape public opinion and reputation at an unprecedented scale. 'Take synthetic data, for example — it's built from millions of interview responses and used to create AI databases that predict opinion trends. But guess what? These are turning out to be some of the most inaccurate models in market research history,' said Mazen Nahawi, founder and group CEO of Carma. 'The key issue? The quality of your data and the security around it.' Flaws in AI One of AI's biggest flaws today is the lack of proper data verification. 'Anyone can feed data into an LLM (large language model), and most platforms aren't verifying the sources,' said Nahawi. 'For instance, The New York Times is suing OpenAI for scraping content from its digital editions without permission.' AI: Data gaps in the emerging world Most data used to train AI doesn't represent the emerging world. Languages, histories, and perspectives from countries without strong digital infrastructure are often excluded. This positions AI as a tool of the powerful, reflecting their biases rather than global diversity. Data reinforcement wars In today's AI-driven age, even Fortune 500 companies are reportedly using shadow marketing teams to influence data and discredit competitors. 'There's no digital police to take down false data,' Nahawi added. 'So these companies manipulate AI to reinforce biased or misleading results.' Image credit: Supplied photo Crypto: The next innovation wave 'Crypto is the next wave of innovation, and the UAE is leading the market in several areas,' said Alice Liu, head of research at CoinMarketCap. 'Three key areas include tokenized real estate, tokenized gold, and stablecoins.' According to the Dubai Land Department, tokenized real estate markets in Dubai are expected to grow by around 7.8 per cent annually over the next three years. 'They are even issuing $1 billion worth of bonds tied to this trend,' Liu said. 'Dubai is becoming a global leader in these developments.'
Zawya
21-04-2025
- Business
- Zawya
CARMA opens Tokyo office, strengthening global intelligence network
Dubai, United Arab Emirates: CARMA, the global leader in media intelligence and research solutions, has expanded its international presence with the launch of a new office in Tokyo, Japan. This marks CARMA's 23rd office worldwide, reinforcing its commitment to delivering globally connected insights with local expertise to clients across the globe. This strategic move highlights CARMA's continued investment in the Asia-Pacific region and reflects its mission to provide culturally attuned, high-quality media intelligence to multinational organisations. With operations spanning the Americas, Europe, the Middle East, and Asia, the Tokyo expansion enhances CARMA's capacity to support clients navigating complex, fast-evolving media environments across key markets. CARMA already partners with several Fortune 500 Japanese companies in sectors including banking, automotive, FMCG, and technology — many of which operate on a global scale. The new Tokyo office will elevate these services further with on-the-ground expertise, AI-driven analytics, and award-winning consultancy. 'Japan is one of the world's most important economies and a civilizational leader in culture, science, art and more,' said Mazen Nahawi, CARMA Group CEO. 'CARMA's office in Tokyo allows us to better serve our clients in Japan, and to include the most important news content, influencer profiles and social media trends into our integrated monitoring and analysis offerings.' CARMA Japan will be led by Kenichiro Watai, a seasoned media professional with over 30 years of experience, including senior leadership roles at BBDO Worldwide and Hakuhodo. 'I'm honoured to join CARMA at such an exciting moment,' said Watai. 'In today's rapidly evolving media landscape, delivering real-time, culturally aligned insights has never been more crucial. I look forward to supporting clients in Japan and globally with intelligence that drives impactful outcomes.' Andrew Nicholls, Managing Director at CARMA, added, 'Japanese clients place a premium on quality, precision, and results — values that align perfectly with CARMA's DNA. With our Tokyo office, clients in Japan and around the world can benefit from our unique blend of human expertise, advanced technology, and multi-market insight.' CARMA's proprietary platform analyses social, digital, print, and broadcast media in over 100 languages. Its solutions are used globally for brand reputation management, crisis measurement, competitor benchmarking, and strategic communication planning. -Ends- To schedule an interview with key CARMA stakeholders, or for further information please contact Brazen MENA E: CARMA@ About CARMA CARMA is a global leader in insights and intelligence, empowering thousands of clients since 1984. We bring clarity and insight to the complex media landscape. Our mainstream and social media intelligence, market research and expert-led analysis helps organisations plan, refine and measure the impact of their communications. Our technology provides the most comprehensive monitoring of print, broadcast, online and social media in every continent, across 130+ content partners and 100+ languages. Discover CARMA's suite of solutions, our team, and the work we do.
