Brew Bytes - The Practitioner's AI Show
Oct 6, 2026 · 50 min · 13 segments
One Arabic message for the whole region used to be the safe choice. It is now the expensive one. Then there is the other half of the job. His team handed a Ramadan campaign to AI, trusted the output…
I
Yeah.
And what I love about that is that it's all about driving the right message to the right consumer.
We've overcomplicated it, I believe, with digital or technology to say, right message, right time, right environment, right context, right, right, right, right, right, right.
And here across the Middle East and North Africa, you have millions of people, millions of consumers that you can speak to.
People who have high wealth, high net worth, average consumers as well, people aspiring as well.
That's quite a good start.
basically it's it's not um i can call it it's not one size fits all no more so i think like growing up having this um white dialect or having this um let's call it standard arabic that's a that's run across the region so it's fine like they all speak arabic so that was um literally two decades ago, it's not working anymore for us.
And actually the campaign that we're running day to day, the data that we're receiving day to day, it's completely showing that being as native as possible, being as local as possible, this is very much important for your actual campaigns, for your, let's call it performance driven campaigns or like overall opinion for the brand.
for someone to actually keeps remembering the brand after seeing your ad for like a week or a month.
So let's call it having this standard Arabic is literally the worst thing that any marketer can do to their campaigns or to the businesses right now.
Because the with, of course, the rise of AI and all of these stuff, the relevancy score is the most important score of all right now for these digital first campaigns.
I
Yeah.
And what I love about that is that it's all about driving the right message to the right consumer.
We've overcomplicated it, I believe, with digital or technology to say, right message, right time, right environment, right context, right, right, right, right, right, right.
And here across the Middle East and North Africa, you have millions of people, millions of consumers that you can speak to.
People who have high wealth, high net worth, average consumers as well, people aspiring as well.
That's quite a good start.
basically it's it's not um i can call it it's not one size fits all no more so i think like growing up having this um white dialect or having this um let's call it standard arabic that's a that's run across the region so it's fine like they all speak arabic so that was um literally two decades ago, it's not working anymore for us.
And actually the campaign that we're running day to day, the data that we're receiving day to day, it's completely showing that being as native as possible, being as local as possible, this is very much important for your actual campaigns, for your, let's call it performance driven campaigns or like overall opinion for the brand.
for someone to actually keeps remembering the brand after seeing your ad for like a week or a month.
So let's call it having this standard Arabic is literally the worst thing that any marketer can do to their campaigns or to the businesses right now.
Because the with, of course, the rise of AI and all of these stuff, the relevancy score is the most important score of all right now for these digital first campaigns.
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