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Campaign ME
03-07-2025
- Entertainment
- Campaign ME
Do AI influencers resonate?
Forget everything you thought you knew about influencers. Turns out, brands are leaning into ones that don't drink matcha, go on sponsored retreats, and don't even exist – at least not in the traditional sense. In today's digital-first landscape, some of the most compelling brand voices aren't human at all. They're virtual, coded brand ambassadors. Welcome to the age of the AI influencer – where storytelling is more nuanced and a glitch might just be what it takes for humans to find the 'humanity' in AI. After Campaign Middle East's On the Record video podcast welcomed AI influencers to its studio, one thing became clear: these digital darlings aren't just passing fads or virtual novelties. To better understand how AI influencers are rewriting the rules of engagement, storytelling and brand loyalty, we asked regional marketers and agency leaders: What makes an AI personality resonate with audiences in an authentic way? Do they serve a purpose beyond mere short-term campaign tools? The authenticity dilemma Over the past year, one of the many buzzwords that has echoed across the industry is authenticity. To achieve authenticity, brands have attempted to push past polished perfection and build meaningful connections with communities. But the authenticity dilemma arises when a solution that's intrinsically 'inauthentic' resonates authentically with audiences. Tony Kayouka, Head of Social and Content, TBWA\RAAD, explains, 'Let's get this out of the way: AI influencers aren't authentic, and they don't need to be. The best ones don't pretend to be real. They're believable because they're designed with intent. That's what today's audiences respond to; not another hyper-polished avatar, but a personality that's flawed, specific and sometimes even contradictory.' Building on the 'imperfect by design' narrative, Nizar Malaeb, Marketing Director, Arabian Automobiles Company (AAC), says, 'With AI influencers becoming a fixture across social platforms, audiences, especially Gen Z or younger millennials, expect more than polished avatars and curated feeds. They want honesty and a sense of connection from any online voice, whether human or not.' What then does it mean to be 'authentic'? Mousa Nimer, Account Director at Cicero & Bernay, says, 'Authenticity isn't about being human as much as it is about being believable.' Kayouka adds, 'It's not about tricking people into thinking it's human. It's about making the character compelling enough that they care anyway.' As a result, several brands have embraced imperfection in the pursuit of what is relatable to their hyper-local audiences in the region. Explaining how this imperfection is achieved, Malaeb says, 'Human writers and community managers must shape each AI persona to sound natural, adding pauses, slang and even small mistakes that echo real speech.' Nimer adds, 'A little quirk here, an intentional flaw there … it's like digital botox with just the right amount of asymmetry. Consumers don't want avatars that look like they live in an airbrushed alternate reality. They want voice, nuance and, yes, maybe even a glitch or two. That's where marketing meets meaning.' Kayouka says, 'Great AI personas lean into bias, hesitation, irony: all the things that give them texture. Authenticity doesn't come from looking real. It comes from being written well. In this space, taste matters more than tech. And story beats symmetry every time.' However, for brands to build true credibility, they also need to be transparent about the artificial nature of AI influencers – and own that narrative. Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation, says, 'Brands are implementing radical transparency by clearly disclosing AI origins while developing virtual personalities that engage meaningfully with local communities around social causes and cultural interests.' Malaeb adds, 'Instagram and TikTok now offer 'AI-generated' labels. Followers know exactly what they're seeing. Brands that are straightforward, tend to earn more trust and engagement. Companies can answer the authenticity challenge by being upfront about what's real and what's not.' The critical piece here is that although the AI influencers are artificial, the values they communicate and the way they are curated are so human driven that they come across as authentic 'avatars' of brands. Akanksha Goel, Founder and CEO – Middle East, Socialize /We Are Social adds, 'It's never just AI – it's always AI and human. The best outputs don't come from tools; they come from teams with taste. As creative leaders, our job is to shape, not just scale. AI lets us build faster, but it's human insight, intuition and cultural intelligence that make it believable, even memorable.' Malaeb explains, 'Virtual ambassadors work as part of a larger brand story, shaped by ethical guidelines and managed by real people. This mix of transparency and genuine human input makes AI influencers credible, even when everyone knows they're artificial.' Do AI influencer have a beating heart? Apart from authenticity and transparency, leaders also say that to truly connect with core audiences, brand ambassadors such as AI influencers need to be culturally relevant. As Kayouka puts it, 'What matters isn't realism; it's resonance. Audiences can spot hollow content in seconds, and in that landscape AI influencers have more to offer than synthetic faces. Ultimately, it's not just about realism; it's about cultural relevance and storytelling that resonates.' In a world where real-life influencers and content creators still strive for perfection in the framing of their photographs, in the aesthetics of the setting, in the lighting and the 'vibe' of their social feeds, AI influencers have a harsh reality to share. Dajani says, 'Rather than pursuing flawless digital personas, brands are investing in AI influencers that demonstrate genuine understanding of regional lifestyle preferences, using local dialects and showcasing authentic cultural experiences. This approach addresses consumer demand for relatable brand ambassadors while maintaining the innovative appeal of AI technology.' However, this requires an understanding of culture, habits and local routines. When brands use this approach, they're helping people see their own lives reflected at them. That's how lasting connections form,' says Malaeb. If done right, AI influencers have the power to transcend traditional marketing approaches by evoking emotions and creating connections, thus transforming data-led insights into compelling human narratives. Humanising data-driven insights AI influencers are also bridging the gap between data and creativity. Cultural intelligence derived by analysing first-party data is translated into empathetic narratives … and that's where AI influencers come in. Nimer says, 'AI can crunch numbers, but it can also tell stories if we let it. The magic isn't in mimicking humans; it's in giving data a heartbeat, digitally speaking. AI influencers can translate raw insights into narratives that can make us feel something.' Dajani adds, 'By starting with decision-focused narratives rather than data points and building structured stories that connect numbers to human experiences, AI influencers can humanise complex information while fostering community engagement around authentically resonant messaging that avoids superficial trend-chasing.' 'Data is a starting point, not the story itself,' Malaeb says. 'For example, if research shows parents care about car safety, the message shouldn't stop at listing features. Instead, content should show real-life moments – like the rush of a school drop-off or the quiet of a late-night drive home. When these details feel true to life, audiences pay attention.' This is where human intelligence in the driving seat with AI influencers riding shotgun really matters. Nimer says, 'My take is: We should use AI not to replace the human voice, but to amplify it strategically, empathetically and creatively. The humanising aspect isn't necessarily about whether it sounds real; it's about saying the right things.' He adds, 'When crafted with purpose, AI influencers deliver that 'wait, did an AI just say that?' charm. But here's the kicker: they still need us. Marketers are the ones feeding the AI with the right context, strategy and storytelling DNA. We're not stepping aside for machines; we're teaching them how to speak brand fluently.' Goel agrees saying, 'AI can create more space for human creativity – if we let it. The opportunity isn't to replace the human touch, but to reimagine how we express it at scale. Culture now moves at the speed of social, and for brands that want to shape it, AI is the hack: a way to translate data into creative expression that travels – across markets, time zones and cultural lines.' From a campaign tool to a differentiated brand assets To date, AI influencers have been viewed as effective campaign tools, but leaders say that it's time to view them as more than just 'disposable characters'. Kayouka comments, 'Most brands still treat AI influencers like novelty acts built for headlines, not memory. But the smart ones treat them like intellectual property (IP): distinct voice, narrative stretch and a role within the brand's cultural system. That kind of presence doesn't run on autopilot. It takes upkeep: scripting, styling, evolving tone and responding to context.' Leaders agree that the 'smarter' companies are using AI influencers as flexible voices that evolve alongside their agile businesses. Malaeb says, 'Instead of fading them out after a single launch, they become part of everyday communication – adjusting content and tone as needed and always staying true to the brand's core identity.' This approach, leaders agree, is especially valuable in sectors such as automotive or technology where education and ongoing conversation matter. Dajani adds, 'Forward-thinking brands are repositioning AI influencers from tactical campaign tools to strategic brand assets that deliver sustained competitive advantage. Unlike human influencers, AI brand ambassadors maintain consistent messaging, never experience scandals, and can operate across multiple markets simultaneously.' Malaeb adds, 'With a long-term role, AI influencers help keep messaging clear and consistent, even as products or markets evolve. When brands invest in this way, the AI persona becomes part of their foundation, helping them stand out and stay relevant in crowded digital spaces.' The bottom line? In the hands of skilled marketers, AI influencers are becoming more than tools. They're turning into long-term brand ambassadors with cultural fluency, emotional intelligence and brand-building power. 'The win? A character that doesn't age, burn out or go off-script. It's one that adapts to platform shifts, speaks with consistency and carries meaning across time. In a feed full of forgettable faces, an AI persona with point of view isn't just efficient, it's unmistakable,' says Kayouka. Leaders reach a consensus that success lies not in the realism or the perfection of AI, but in transparency, resonance, the cultural sharpness of its expression and how the humanity of creatives shines through the AI influencers that they are bringing to life.
Campaign ME
07-05-2025
- Entertainment
- Campaign ME
Marketing is ‘future-forward in the Kingdom'
In this Industry Snapshot, TBWA\RAAD's Dan Leach explores how future-forward marketing is redefining the landscape in Saudi Arabia – driven by AI, hyper-personalisation, deep cultural relevance, and a generation eager to form meaningful connections. It is important not to group Saudi Arabia within 'Middle East marketing strategies,' but instead to focus on marketing specifically for Saudi Arabia because… Saudi is moving at its own speed under Vision 2030. A young, digital-first population and a surge of new industries demand messages that speak to local culture and ambition—one size for 'the Middle East' simply misses the mark. Above all, brand, marketers, and agency leaders in Saudi Arabia must prioritise… Deep cultural relevance. Go past surface storytelling to reflect Saudis' daily habits, values and pride, turning real insights into ideas that feel genuine and foster meaningful connections. The biggest marketing disruption in Saudi Arabia in the next two years will be… AI everywhere – real-time personalisation, predictive analytics and AI-generated content – leading to hyper-relevant messaging and immersive digital experiences while blending with the Kingdom's fast-rising entertainment and tech scene. We're excited about Saudi Arabia's Olympic Esports Games 2027, Expo 2030, and FIFA World Cup 2035 because… They put Saudi on the world stage and open huge canvases for brands to merge on-ground experiences with digital storytelling, earning both local love and global reach. The biggest proportion of marketing budget allocation for brands in Saudi Arabia should be towards… Data-driven digital experiences – social, gaming, AR/VR and mobile – that let Gen Z and millennials interact, personalise and share in real time. Local Saudi Arabia icons, celebrities, influencers, and gamers will have an effect on Saudi marketing because … They are the cultural heartbeat. Partnering with Saudi creators, athletes and musicians gives brands instant credibility and authentic, grassroots advocacy. The most important challenge that needs to be addressed within Saudi Arabia's creative, marketing, and advertising industry is… Developing and retaining Saudi talent. Growing the next wave of home-grown creatives, strategists and technologists is vital for lasting innovation and success. My opinion on the brand versus performance debate is that… It's not an either/or scenario. Successful marketers in Saudi Arabia will be those who can seamlessly merge brand-building with performance marketing, using data insights to optimise campaigns without diluting the creative spark that captures the hearts of consumers in the Kingdom. By Dan Leach, Managing Director, TBWA\RAAD Saudi Arabia.
Campaign ME
28-04-2025
- Entertainment
- Campaign ME
Will a gaming strategy become as critical as a social media strategy?
With gaming audiences growing at record speed across the region, almost rivalling social media in size and engagement, brands have jumped in to leverage the trend with Fortnite concerts, in-game brand collabs and more. With gaming becoming a bigger part of digital culture, we asked a cross-section of the industry if a gaming strategy soon become as critical as a social media strategy in the media and marketing mix? Here's what the experts had to say: Rony Skaf Executive Digital Director, TBWA\RAAD YES Can brands afford to ignore 70.7 million prospects – the 92 per cent of under-30s in the UAE, KSA and Egypt? Gaming is growing fast, up 3.3 per cent year-on-year among youth. But here's the catch: the right strategy isn't about ad placements inside games. Brands need to look for ways to enhance the gaming experience, just like KFC did with their 'Bribe Bucket' in Call of Duty or their GameChangers initiative supporting female gamers in Saudi. As audiences move from passive scrolling to immersive play, gaming strategies will be key to unlocking new, innovative brand spaces. Alex Simonian Managing Director, Another in Kingdom YES Gaming is no longer just entertainment – it's become a cultural force equalling social media in audience size and engagement. While many brand integrations today are still surface-level, pioneers like Orange Telecom's GTA collaboration show the incredible potential for deeper engagement. The future in my opinion is very exciting and lies in seamless brand-gamer interactions, where brands go beyond traditional sponsorships or 'implanted presence' to designed experiences within gaming ecosystems. Instead of piggybacking on existing platforms, brands will create immersive, interactive spaces that feel organic to the gaming world – building lasting connections with players. Rey Sawan Regional Marketing Manager – Brand, Samsung Electronics – MENAT NO The sensational sells. That's why Sports Illustrated covers still promise '10 New Secrets to 6-Pack Abs' every month, why our slides centre around graphs that point up or down instead of staying flat, and why gaming has been 'on the rise' in digital culture for decades. Our marketing strategies don't need the sensational – they need to be rooted in how we understand humans and the role our products/brands play in their worlds. If gaming, like social, becomes central for all consumers and brands, then please change my answer to yes. Jack Rogers Associate Creative Director, Socialize YES However, it depends. Does your brand have a strong case to slot in seamlessly? Do you have someone on your team who actually understands the gaming space and gamers? Then, yes. The hardest part isn't knowing that your brand should be breaking into the space, it's trying to sell campaigns to brands whose teams don't understand the space. Gamers can immediately sniff out inauthenticity. And coming at them with a catch-all 'hey, fellow gamers' approach just doesn't work. Still need convincing? Some years, the League of Legends World Championship has clocked more unique viewers than the Superbowl, and we all know how much brands froth over that ad space. Rabih El Khoury Managing Partner, Evolution Group YES The numbers are too big to ignore. There are 1.5 times more 25 to 34-year-olds playing mobile games than there are on TikTok globally. One-in-four Americans aged more than 50 play mobile games daily. For Gen Alpha, platforms such as Roblox are already the new social media. e-Sports has a fan base of half a billion. The equally critical reasons are superior ad quality metrics (attention, engagement and VCR), higher creative flexibility and storytelling, and tremendous first-mover advantage, especially in the MENA region, in an uncluttered space. Bonus: e-commerce and online-to-footfall are being developed as an integral aspect of this space. Simon Morehead Founder, CRATER Global YES Gaming is becoming more like social media in that gamers are connecting, communicating, and building communities while they play. It's more than just about the game, there's a social layer with online interaction. Gen Zs lead the billions of gamers worldwide, signifying that gaming platforms shouldn't be overlooked. Whilst there are challenges in data limitations and market competitiveness, the space offers brands immense potential to engage with audiences. I believe just as gaming continues to evolve, so too should a brand's overall strategy, incorporating gaming into their digital media and marketing – although as with the rules of social media, content needs to be correctly targeted and most importantly remain authentic. Karim Mroueh Head of Digital Innovation, Serviceplan Middle East YES Indeed, brands will increasingly need a tailored approach to gaming. With in-game advertisements and branding opportunities expanding, gaming is no longer a one-time activation, it is a long-term investment. Different game genres appeal to different audiences and support distinct brand objectives. Just as social media evolved from a single strategy to platform-specific techniques, gaming now requires specialised methods across genres, platforms and communities. To stay relevant, brands must seamlessly integrate into gaming ecosystems, prioritising interactivity, authenticity and engagement. Those who treat gaming as a consistent channel rather than a publicity stunt will see the greatest impact. Samer Bahsas Chief Operating Officer, U-Turn YES Gaming strategy is rapidly gaining importance in Saudi Arabia, driven by a combination of a young, tech-savvy population and significant government-backed investments in the gaming sector. As gaming continues to evolve and become more ingrained in Saudi culture, its relevance in the media and marketing mix is set to rival, if not surpass, that of traditional social media strategies. Saudi Arabia has already hosted major esports events, such as Gamers8 and the Esports World Cup, which grabbed global attention. At UTURN, we had the privilege of being part of the on-ground video coverage for the Esports World Cup last year, witnessing firsthand the engagement of the gaming community. This rapidly changing market offers brands exciting opportunities to integrate into the gaming experience. We've noticed a growing interest from our clients to collaborate with gaming influencers, form partnerships with popular games and incorporate branded content within these immersive spaces, encouraging us to boost our investment in gaming content. By doing so, brands can create more personalised, authentic experiences for consumers – something that's often harder to achieve through traditional social media channels alone. Mai Youssef Communications and Corporate Marketing Director, Canon Middle East and Turkey YES Undoubtedly, a gaming strategy is fast becoming as indispensable as a social media strategy in the modern marketing mix. The gaming industry now rivals social media in audience size and engagement, offering brands a unique opportunity to interact with consumers in immersive and dynamic ways. We recognise the potential of this space, from supporting content creators with advanced imaging solutions to exploring in-game brand integrations. The interactive nature of gaming fosters deep consumer engagement, making it a strategic imperative rather than a niche consideration. As digital culture evolves, brands are incorporating gaming to stay relevant in an increasingly interactive world. Koji Sekiguchi Head of Marketing, Sony Middle East and Africa YES Gaming is no longer the norm; it's a cultural and commercial phenomenon redefining how brands interact with consumers. The magnitude, interactivity, and depth of gaming universes rival social media, offering unprecedented potential for storytelling and brand engagement. As gaming redefines interaction, the brands that take the leap now will spearhead the digital revolution tomorrow. Read more such takes from industry experts on other topics here.
Arabian Business
28-03-2025
- Business
- Arabian Business
Dubai 100: Meet Reda Raad – The visionary shaping MENA's advertising sector
Reda Raad, the Group CEO of TBWA\RAAD, has secured the 74th position in Arabian Business' prestigious Dubai 100 list, launched Wednesday, which recognises the emirate's most impactful business figures who continue to drive the city's remarkable economic transformation and global influence. In a sector that continues to be reshaped by technological evolution and shifting consumer demands, Raad has established himself as one of the region's most formidable forces in advertising. His journey from modest beginnings to advertising powerhouse exemplifies the very spirit that has propelled Dubai to global prominence. A new benchmark for business influence The Dubai 100 list represents Arabian Business' commitment to identifying and celebrating the individuals shaping Dubai's future. Launched as part of the publication's revamped ranking methodology for 2025, the list employs a sophisticated nine-parameter evaluation system designed to capture the evolving nature of business influence in the Middle East. Under this system, candidates are evaluated on a standardised 10-point scale across nine key areas, with inspiration emerging as the most heavily weighted factor at 20 percent of the total score. Legacy and economic contribution each command 15 percent of the final score, while cultural impact, community engagement, entrepreneurial achievement, and social media presence are weighted at 10 percent each. Environmental impact and innovation round out the criteria at 5 percent each. Raad's ranking reflects his cumulative weighted score across all nine parameters, offering unprecedented insight into the factors driving his influence within Dubai's dynamic business ecosystem. From international roots to Dubai pioneer Born in Lebanon in 1973, Raad's early life was defined by cultural diversity. His cosmopolitan upbringing across Cyprus, Paris, London, and Lebanon before settling in Dubai in the mid-1980s equipped him with a global perspective that would later become his professional hallmark. This international outlook has proved invaluable in an increasingly interconnected market where understanding diverse perspectives drives creative success. 'Dubai is always two steps ahead—a global hub of growth and opportunity that shapes trends and inspires the world,' he told Arabian Business. 'Its transformation from a humble fishing village to a cosmopolitan powerhouse proves that 'impossible is nothing' when vision meets determination.' Raad graduated from Syracuse University in New York with a double major in advertising and marketing management, building the educational foundation for his future success. He currently chairs the university's Middle East and North Africa (MENA) Alumni Board, reflecting his commitment to fostering educational and professional growth in the region. Strategic vision and leadership Raad, previously named the region's number one CEO by the Black & White Report, spearheaded a consolidation strategy, creating an integrated powerhouse with data and content at its core. This forward-thinking approach has attracted partnerships with global brands including Apple, Louvre Abu Dhabi, Infiniti, KFC, Nissan, Hilton, and Standard Chartered Bank, among others. 'The most significant lesson I've learned in Dubai is the importance of continual reinvention,' Raad explained. 'You have to stay in a perpetual state of beta, always ready to adapt, reset, and start over as many times as it takes.' This philosophy extends beyond business strategy to corporate culture. The agency's 2024 recognition as one of the Best Workplaces for Women and one of the Middle East's Most Innovative Companies highlights Raad's commitment to fostering a people-centric environment where innovation and talent thrive. Award-winning impact Raad's influence extends beyond his company's success. His personal contributions to the advertising industry have been widely acknowledged, with appearances in Campaign's prestigious '40 over 40' list and recognition as Advertising Person of the Year. In 2024, his continued relevance and authority in the field was further cemented when he was selected as a jury member for Campaign's '40 Over 40 Awards 2025.' This recognition speaks to his position as a thought leader whose insights continue to shape the future of advertising in the Middle East and beyond. A people-first approach Beyond his professional achievements, Raad's commitment to educational development in the region remains steadfast. Through his role as chair of Syracuse University's Middle East and North Africa Alumni Board, he creates pathways for emerging talent and helps bridge the gap between academic knowledge and industry requirements. This dedication to nurturing the next generation of creative minds reflects his commitment to fostering an environment where talent can create their best work, and his broader vision for the region's advertising landscape—one where innovation, disruption, and excellence are continuously renewed through fresh perspectives. Future-proofing brands Reda has built a future-ready agency by leveraging innovation and culture to deliver transformative solutions that ensure relevance, resonance, and impact for clients' brands. By utilizing TBWA's proprietary tools—such as Collective AI and Edges—the agency ensures that its work remains effective, culturally attuned, and drives sustained growth for client businesses, helping them capture a larger share of the future. A philosophy of Disruption® When asked for advice to emerging entrepreneurs, Raad's response encapsulates the Disruption® ethos that has defined his career. 'In today's unpredictable world, playing it safe is the biggest risk because it drowns you in a sea of conformity. Be disruptive—challenge norms and conventions, and remember that taking big risks often leads to the greatest rewards,' he said. This commitment to courageously embracing change has guided his leadership approach at TBWA\RAAD, where his philosophy emphasises investing in people, embracing flexibility, and building trust. He believes in celebrating meaningful work and adapting to change, principles that have fostered a positive and inspiring environment. Raad's success story is inextricably linked to Dubai's own remarkable trajectory. 'When setbacks happen, see them as valuable lessons rather than final defeats,' he advised, echoing the resilient spirit that has defined both his career and the city he calls home. As Dubai continues to redefine what's possible in the 21st century, leaders like Raad demonstrate that breakthrough success comes not from following established pathways but from having the courage to forge entirely new ones. His inclusion in the Dubai 100 list recognises not only his past achievements but his ongoing contribution to the vibrant business ecosystem that makes Dubai a global hub of innovation and enterprise. 'Above all, do the brave thing, always,' Raad concluded — a philosophy that has not only guided his personal success but contributed to Dubai's reputation as a city where visionaries can transform bold ideas into world-changing realities.
