In the age of AI, creativity and strategic storytelling remain key for Gulf marketers and communication specialists

Manal Saleh

Action Global Communications’ first tech survey sees Middle East industry professionals call for smarter, story-driven communications that reflect local voices and global vision

·        Close to half of survey respondents believe AI can optimise campaigns, but true differentiation continues rely on cultural understanding and strategic insight

·        45% of respondents say digital and social channels are their biggest marketing challenge

·        43% believe most common mistake is focusing on product features instead of customer value

·        Over 80% stress thought-leadership deserves greater emphasis in marketing strategies

·        Region-specific strategies and understanding cultural nuances are top regional priorities

Riyadh, KSA- January 21, 2026: Nearly half of the technology marketers and communication professionals across the UAE and Saudi Arabia believe AI is enhancing efficiency but that creativity, storytelling, and cultural understanding remain the true differentiators in an increasingly competitive digital landscape.

That is just one of the takeaways from a new survey conducted by Action Global Communications in partnership with IMR/University of Nicosia. Entitled ‘Cracking the Code of Tech Comms’, the study canvassed more than 600 marketing and communications professionals from across the technology sectors of the Emirates and KSA, with the findings revealing a desire for balance between automation and authenticity.

“This survey confirms what we see every day; the future of communications will belong to those who combine data-driven precision with creative human insight,” said Euan Megson, Managing Director – MENA at Action Global Communications. “In an age of unprecedented change, businesses must engage audiences on a deeper level in today’s crowded digital landscape, be it through insights or entertainment.”

The Role of AI in Brand Differentiation

Across both the UAE and Saudi Arabia, 46 per cent of comms professionals said that while AI enhances campaign efficiency true brand differentiation still depends on creativity and strategic insight, while 30 per cent view AI as a driver for personalisation and engagement, and a further 21 per cent see it mainly as operational.

Forcepoint, an AI-native data security company, noted that as digital transformation accelerates, customers are placing greater weight on clarity, accountability and trust — qualities that shape a brand’s reputation as much as its technology.

“As new digital tools reshape how information is created and shared, organizations need more than good storytelling — they need clarity their customers can rely on,” said Emre Onat, Senior Regional Marketing Manager, Forcepoint. “People want to know what’s happening with their data, how risks are being addressed and why the information they use strategically for marketing, business intelligence, and customer services is secure. Our Self-Aware Data Security approach brings visibility, context and responsible action together to reinforce trust and strengthen every digital interaction.”

Adding a Saudi perspective, Marilena Nikou, Senior Marketing Strategy Executive at Odyssey Cybersecurity, agreed with 43 per cent of respondents in her belief that too many brands are still missing the customer-value message.

“It is encouraging as an industry to see such insight and commonalities,” said Nikou. “One key finding I believe is crucial, and I am happy to see I’m not alone, is the mistake in communications focusing on product features instead of customer value. To engage audiences, we must focus messaging on the value we create and not the product features. In cybersecurity, we should position it as a business enabler for growth and risk mitigator, while communicating outcome-driven benefits.”

Rise of Story-driven Communications

In terms of effectiveness, visual storytelling ranked as the most effective method to explain complex technologies in the two Arabian Gulf markets. Around 40 per cent of respondents preferred videos, infographics, and demos, while others valued emotional storytelling and real-world cases. Marketers in both countries agree that proof-driven, human-centric narratives resonate most strongly. This is reflected in the growing importance of thought leadership, with more than 75 per cent of respondents believing it should be a central pillar of tech marketing.

Genesys, a leader in AI-powered customer experience, highlighted the challenge of staying relevant amid digital saturation. “Digital and social platforms have become oversaturated, and every company is trying to be omnichannel, which often creates more noise than connection,” said Cyril Largent, Regional Marketing Manager Middle East, Türkiye and Africa, Genesys.

“What truly resonates is storytelling that highlights value and impact. Video and emotional content outperform text because they are relatable and human. Many technology companies are still too product focused; what connects with audiences today is authenticity and relevance. AI is a powerful enabler, but it cannot replace human creativity or insight.” 

The Role of PR in Simplifying Technology

Other key challenges professionals face is reaching the right audience, building brand credibility quickly, and adapting global strategies to local cultures.

Logicom, a leading distributor of technology solutions in the Middle East, believes multi-faceted PR plays a crucial role in bridging that gap. “The UAE is shaping the global technology landscape, yet many brands still struggle to connect meaningfully with their audiences,” said Jean Magdy, IT Specialist, Logicom. “Marketing efforts that rely solely on digital campaigns and performance metrics often miss the storytelling that gives a brand its lasting value. Digital marketing alone does not deliver ROI; companies need a full 360-degree approach that blends PR, content, and customer engagement.

“For B2B organisations, visual content such as videos and demos help customers see how technology drives real productivity and efficiency. PR remains fundamental as it helps simplify complex technology for our audiences and demonstrate real impact.”

Local Insight and Regional Relevance

Elsewhere, communicators are focused on lead generation, localised storytelling, and brand differentiation, with nearly 40 per cent allocating budget to focus on integrated communication strategies that combine PR, content, and digital marketing.

Respondents also emphasised that local insight, trust, and authenticity are key to successful communication, with more than half highlighting the importance of personal relationships and culturally nuanced messaging. Around 45 per cent also cited fragmented media landscapes and the need for region-specific strategies.

Furthermore, respondents expressed optimism for the region’s technology future, ranking AI and automation highest for five-year growth potential, followed by Fintech, Healthtech, Edtech, and Logistics/Supply Chain. These findings reflect a confident, forward-looking technology landscape shaped by local authenticity and global ambition.  

As developments in AI and digital technology continue to disrupt the marcomms sector, the report by Action Global Communications highlights the significance of storytelling that connects emotionally. Camilla d’Abo, the agency’s Managing Director – UAE, concluded: “Collating all key insights, our survey underscores the key factors for success in modern communications, highlighting the overt need for brands to engage audiences on a deeper and more human level in today’s crowded digital landscape.”

ENDS