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The report covers the latest trends on how marketers are evaluating and implementing AI into their operations ; approaching data acquisition , maintenance and application strategies and ensuring customer trust and security as vulnerabilities increase .

Key insights from the research include :

• Priorities for a new marketing era . Marketers are evolving their practices in a highly competitive landscape . They ’ re looking to AI – both generative and predictive – to help personalise at scale and boost efficiency .

• Implementing / leveraging AI is marketers ’ number one priority on a global scale , as well as their biggest challenge

• Locally , improving marketing ROI and attribution is UAE marketers ’ number one priority , while outdated tools and technologies is their biggest challenge

• Marketers shore up their data foundations . Businesses have long struggled to connect disparate data points to create consistent , personalised experiences across customer journeys . Yet as thirdparty cookies are depreciated and AI proliferates , that quest is only becoming more critical and challenging .

• Thirty-two percent of marketers in the UAE are fully satisfied with their ability to unify customer data sources

• Sixty-six percent of marketers in the UAE have access to real-time data to execute a campaign . Seventy-eight percent need the IT department ’ s help to do so

• Marketers in the UAE use an average of 10 different tactics to collect data , with customer service data being the most common

• Marketers embrace AI with an eye on trust . Marketers are intent on successfully applying AI in their operations with the right data , but are concerned about security .

• Eighty-three percent of marketers in the UAE are already experimenting with or have fully implemented AI into their workflows

• AI implementation is also a point of differentiation : high performing marketing teams are 1.3x more likely than underperformers to have fully implemented AI within their operations

• The three most popular AI use cases among marketers in the UAE are : generate content , personalise the customer journey across channels and drive best offers in real-time

• Full personalisation remains a work in progress . To meet rising customer expectations around personalisation , marketers are graduating beyond broad audience segmentations , like location or age , to more specific identifiers like individual preferences or past interactions . There ’ s also a difference between how the highest- and lowestperforming marketing teams adapt .

• High performers in the UAE fully personalise across an average of seven channels , compared with underperformers who fully personalised across 4.5

• Marketers seek unified analytics . There is no shortage of data sources but putting that data to work is a challenge – especially when it demands a holistic or long-term view of data .

• Forty-six percent of marketers in the UAE track customer lifetime value ( CTV )

• Ninety-one percent of marketers in the UAE say they have a clear view into marketing ’ s impact on revenue x

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