Hadi Lotfi explores how AI is moving marketing beyond experimentation and individual tools toward connected workflows, stronger operating models and smarter decision-making that delivers real business impact.

Member Interview with Charli Wright, CEO, JWI

Lex Bradshaw-Zanger on why the principles of physics offer a surprisingly useful framework for understanding how brands grow, customers choose and marketing works.

We are delighted to announce the shortlist for The Marketing Society GCC Awards 2026. Celebrating marketing driving growth.

Member Interview with Robert Mitchell, Managing Director, The Tribe

Member Interview with Hamish Millar, Global Luxury Marketing Director, Ex Pernod Ricard

Member Interview with Jessica Llarena, Mobile Ecommerce Leader, Ex Decathlon

Highlights and insights from Navigate: Now and Next 2026 Dubai. Building AI capability, not renting it. The discussions centred on listening before creating, with social intelligence, agentic operating systems and brand memory identified as the foundation no tool alone can replace. The emphasis was on personalisation over averaging, premium environments outperforming generic reach, and the traditional funnel giving way to single-moment, creator-led journeys, with marketing success increasingly dependent on judgement and structure rather than the technology itself.

Reflecting on Navigate Now and Next Dubai, Noura Haggag argues AI makes execution easy but scales whatever you give it, including poor positioning. As building gets simpler, judgement and market context matter most.

Reflecting on Navigate Now and Next in Dubai, Neda Lazic argues AI makes access easy but not excellence: trust, judgement and storytelling remain the real differentiators, and marketing has always just been matchmaking.