The consumer landscape in the Middle East

Unlocking Growth: How Digital Trends and AI are Reshaping the Middle East Consumer Landscape

Guy Shone moderated a panel on the Middle East’s evolving consumer landscape. Ms. Anna Germanos of Meta highlighted significant digital engagement, with users spending eight hours online daily and four to five hours on smartphones. She noted a major shift to video consumption, now four hours daily, up from one hour in 2020, especially on social media platforms.

Ms. Germanos emphasized the surge in short-form video, with 50 billion reels shared daily, driving product discovery. She identified consumer demand for seamless online-to-offline experiences and critical personalization. AI is a key enabler for businesses to deliver tailored content, products, and promotions, fostering one-on-one engagement.

Mr. Abeer Alessa of The Bold Group confirmed these trends in Saudi Arabia, noting prevalent user-generated content and short-format videos. He stressed integrating online and offline interactions, viewing digital as an extension of real-world experiences. Saudi Arabia’s young demographic (65% under 30) and diverse regional cultures necessitate localized marketing strategies.

Ms. Mai Salama, Founding Partner at Mai, described Egypt as a creative market of over 109 million, with 60% under 30. She called it the “age of scrolling,” where brands have five seconds to capture attention. Egyptian brands are adapting by creating 50-second video formats and engaging audiences through problem-solving content.

Ms. Germanos outlined AI’s four key business applications: enhancing creativity for scalable, personalized ads; boosting loyalty via AI-assisted WhatsApp messaging; increasing ad effectiveness by over 20% with AI-powered ads; and embracing immersive experiences like AR/VR, which consumers adopt rapidly. Businesses should experiment to keep pace.

Mr. Alessa noted that while tech companies lead in AI, many marketing agencies are still learning its application, urging marketers to invest in AI to stay competitive. Ms. Salama asserted AI is an undeniable reality, not a buzzword. She believes AI won’t replace humans but will create new jobs, emphasizing that the human mind remains paramount.

Ms. Salama concluded by stressing the importance of learning about AI, as those who understand it will be better positioned for future success. The panel’s overarching message was to embrace, learn, and adapt to the evolving AI era, recognizing its transformative impact on the consumer landscape.