Gulf Brands Rethink Social Media Strategy Amid AI Boom

Marketing leaders in the United Arab Emirates and Saudi Arabia report that AI tools have made content production effortless, leading to a flood of posts that generate lower audience connection and engagement. The surge in volume has shifted focus from algorithmic optimization to a clearer brand point of view, with authentic storytelling and cultural relevance becoming the main drivers of success.

Industry voices argue that agencies must evolve from content factories into brand architects, using human judgment to curate culture and create memorable brand moments. While AI will continue to democratise content creation, the competitive edge will lie in the ability to craft culturally resonant narratives and maintain a consistent brand voice over time.