Why I disagree with AI on 2026 media and marketing trends
AI owns the conversation. It deserves a big seat at the table in 2026. But in this region, budgets, culture, and where the real work happens will decide what actually gets done.
Prediction engines sound confident because confidence sells. The ground truth is messier. Most forecasts will be half-right, half-early. That's fine. Marketers win by planning for uneven progress, not perfect models.
The Gulf will move fast - just not the way AI says
Yes, the GCC will outpace the rest of MENA on AI-native marketing, CTV, and data. But the center of gravity is clear: Dubai remains the operating HQ for Gulf media, marketing, and advertising. The work gets made there.
Qatar will spend, yet a lot of its best work will still be produced in Dubai. Saudi Arabia will keep pulling the region's creative and commercial orbit. That pull is cultural, not just financial.
Saudi: cultural momentum, finite budgets, Arabic-first wins
Expect Saudi's influence to grow across creative, entertainment, and media. But money isn't endless. Some giga-projects will fade, others will become normal businesses with normal budgets. Less spectacle, more line items.
Arabic-first content will continue to surge across ads, CTV, and streaming. That shift boosts local creatives who've too often been sidelined by English-first work. Dubai agencies serving Saudi will keep promoting Saudi talent because it works.
Levant and North Africa: constraints slow tech, talent still rises
Economic pressure and shaky infrastructure will slow adoption of new tools. Still, the region remains a deep talent pool. The best will get recruited to Dubai, and that talent will be pointed at Saudi briefs.
Creators and short video: authenticity won't magically win
AI claims authentic creators will beat content mills. I'd love that. But cheap works. We have a few more years of influencers-for-hire and AI sludge.
Your move: tighten creator vetting, set format-specific briefs, and pay for real outcomes. Build first-party data on creator performance so you're not guessing.
CTV, data, and AI: useful, uneven, budget-led
AI-led discovery and behavioral targeting will improve media planning. Adoption will be uneven. Expect bold pilots in the GCC and cautious rollouts elsewhere.
Practical playbook: smaller, faster tests; clear guardrails; and a tight feedback loop with sales data. Don't buy the shiny thing. Buy the thing you can measure.
If your team needs to level up on practical AI for marketing, explore focused programs like the AI Certification for Marketing Specialists or browse the latest AI courses.
Gaming: the standout opportunity
Saudi investments, young audiences, hot climate, strong connectivity - the region is primed for gaming. This is where brands can lead, not copy, with Arabic content across platforms players actually use.
Start with tournament sponsorships, in-game integrations, and creator partnerships native to gaming culture. For broader context on the sector's momentum, see industry research from Newzoo.
Agency consolidation: fewer big names, more indie openings
After years of agency mergers, holding groups are consolidating at the top. Omnicom's acquisition of IPG puts several legacy brands at risk of disappearing, including DDB and FCB in MENA. Rumors around a WPP deal won't die either.
Short term: confusion. Medium term: opportunity for strong independents and local production companies, especially with the push for Arabic-first work.
Your 2026 action plan
- Make Arabic-first a default for Saudi and GCC briefs. Not a translation - a rebuild.
- Keep Dubai as your production and operations hub for cross-Gulf work.
- Allocate an "AI and CTV test fund" with strict success criteria and short cycles.
- Prioritize first-party data. You can't optimize creators, CTV, or retail media without it.
- Run creator programs like media: tiered bets, contracted deliverables, outcome targets.
- Pilot two gaming initiatives: one sponsorship, one creator-led content series.
- Diversify your agency roster: a major network for scale, an indie for speed, a local shop for cultural truth.
- Build a Levant/North Africa talent pipeline. Recruit early, train in Dubai, deploy on Saudi.
- Treat short-form video as a performance channel. Tight hooks, clear offers, relentless testing.
- Expect budgets to decide the pace. Plan scenarios by market, not a single regional rollout.
Final thought
2026 will have multiple speeds. AI will matter. But money, culture, and where the actual work gets made will matter more. Plan for that, and you won't need perfect predictions - just consistent execution.
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