https://arab.news/8wq2p
RIYADH: Saudi Deputy Minister of Foreign Affairs Waleed bin Abdulkarim Al-Khuraiji met his Indonesian counterpart Pahala Nugraha Mansury in Jakarta on Wednesday, the Saudi Press Agency reported.
The two sides reviewed ways to strengthen bilateral ties and discussed issues of mutual interest.
Artificial intelligence is reshaping advertising in the world, enabling brands to craft campaigns that are personalized, innovative, and efficient.
AI-driven personalization and targeting
Personalization lies at the core of AI’s transformative impact. The MENA region’s cultural diversity and varied consumer preferences demand highly tailored campaigns, and AI is meeting that challenge head-on.
A remarkable example is Coca-Cola Arabia’s 2022 campaign during the FIFA World Cup in Qatar. To boost reach and sales among Saudi Gen Z audiences, Coca-Cola collaborated with Google and EssenceMediacom to conduct affinity-based audience research. This led to the creation of over 30 personalized video ads using Google’s AI-powered Ads Creative Studio. These ads dynamically tailored visuals and messages in real-time to resonate with specific interests like gaming, soccer, and fashion.
The results were extraordinary: a video view-through rate of 46 percent (exceeding the planned 30 percent), a 42 percent cost-per-view saving, a 10 percent market share growth in Saudi Arabia, and a 22 percent increase in sales volume during the promotional period. These outcomes highlight how AI-powered targeting can achieve measurable business success.
Creative innovation with AI
AI is also transforming content creation, automating repetitive tasks and enabling brands to generate dynamic, high-quality visuals and videos. Tools like Runway ML have become integral in the region’s creative workflows.
In a project for a regional beauty brand, we used AI to generate visuals aligned with local beauty standards and cultural symbolism. The combination of AI and cultural understanding resulted in content that deeply resonated with audiences. Similarly, Anghami, MENA’s leading music streaming platform, uses AI to deliver personalized audio ads tailored to listener preferences, improving ad recall and brand affinity.
Building trust in advertising
As AI becomes integral to advertising, ethical considerations such as transparency and cultural sensitivity are paramount. In my work with a financial services provider, consumer resistance to AI-powered decision-making around data privacy required a proactive approach. By adopting IBM Watson OpenScale for transparency in AI models, we bridged the trust gap effectively.
Another notable example is TikTok’s use of AI-powered moderation tools that filter content in alignment with regional cultural norms. By combining AI with human oversight, TikTok ensures transparency while adhering to local regulations, fostering trust among users.
Future trends in AI-powered advertising
AI is driving several trends that will shape the future of advertising in MENA:
1.Predictive analytics for enhanced targeting
AI uses historical data to predict consumer behavior, allowing brands to tailor campaigns for maximum ROI.
2.Hyper-personalization of content
Real-time, highly personalized messages based on user behavior and demographics are significantly boosting engagement rates.
3.AI-generated creative content
Dynamic tools like DALL·E enable brands to quickly create visually engaging content, maintaining a fresh and consistent presence.
4.AI-optimized programmatic advertising
Machine learning ensures precise ad targeting and efficient use of budgets, revolutionizing ad buying.
5.Ethical AI and transparency
As regulatory scrutiny grows, brands are adopting explainable AI systems to build consumer trust.
While these trends highlight AI’s potential, challenges remain. Infrastructure inconsistencies across the region mean some markets are thriving with AI solutions, while others struggle with basic digital integration. Bridging this gap requires investment in digital education and partnerships with tech providers.
Strategies for marketers in MENA
In my experience, marketers in MENA must ACE their approach: Adapt, Conceptualize, and Engage. AI-driven advertising offers opportunities to stay competitive and deliver impactful campaigns. Key strategies include:
Conclusion
AI is revolutionizing advertising in MENA, unlocking new opportunities for personalization, creativity, and efficiency. While challenges like digital readiness and ethical concerns persist, the potential for AI to redefine advertising is immense.
Elon Musk once remarked, “AI is far more dangerous than nukes.” While this highlights AI’s power, I believe it can be a force for good — provided it is used with professionalism, transparency, and positive intent.
The future of advertising in MENA will be defined by a fusion of technological innovation and cultural sensitivity, paving the way for impactful and authentic brand storytelling.
RIYADH: When it comes to mixed martial arts in Saudi Arabia, there are few stars bigger than amateur standout Hattan Alsaif.
The history-making striker signed with the Professional Fighters League earlier this year, making her the first Saudi female to ink a deal with a major combat sports promotion.
And on Nov. 29 in Riyadh, Alsaif looks set to pick up her third straight win when she meets Algeria’s Lilia Osmani in the first- ever PFL MENA Championships. Competing on perhaps the most star-studded PFL card this year, Alsaif says she’s fully prepared to put on an impressive performance.
“I am 100 percent ready for the anticipated match,” she said. “Achieving victory requires self-confidence, and I am confident in my abilities and my capacity to defeat my opponent, despite the fear, tension and anxiety I feel — not just before this fight, but before every fight I’ve faced.”
While Alsaif is only two fights deep into her MMA career, she’s no stranger to the rigors of combat sports training; she achieved success in Muay Thai before shifting gears to MMA.
For her upcoming bout, Alsaif has undergone a rigorous training camp.
“Combat sports require high levels of focus and significant mental and physical preparation, and I have undergone an intensive training camp in Riyadh under the supervision of my technical and coaching team to prepare for my fight against Lilia Osmani,” Alsaif said.
“This fight has been my main focus recently, and all my time has been dedicated to it.”
Alsaif has already made quite an impact in a very short period of time, from signing with the PFL to her performances inside the SmartCage. All of it, she says, continues to fuel her fire as she progresses in her career.
“The records I’ve achieved previously, including entering the Guinness World Records for the fastest knockout — defeating my Egyptian opponent in 41 seconds during the PFL event in Riyadh last May — serve as additional motivation to deliver the performance that the audience expects and hopes for in this historic and extraordinary moment,” she said.
The complete fight card is:
PFL MENA Featherweight Championship: Abdelrahman Alhyasat (5-0) vs. Abdullah Al-Qahtani (9-2)
PFL MENA Welterweight Championship: Mohammad Alaqraa (7-0) vs. Omar El Dafrawy (12-6)
Amateur Women’s Atomweight Bout: Hattan Alsaif vs. Lilia Osmani
PFL MENA Bantamweight Championship: Ali Taleb (11-1) vs. Rachid El Hazoume (15-3)
PFL MENA Lightweight Championship: Mohsen Mohammadseifi (6-1) vs. Georges Eid (10-4)
Showcase Fights:
Lightweight MENA Showcase: Mansour Barnaoui (21-6) vs. Alfie Davis (17-4-1)
Heavyweight MENA Showcase: Slim Trabelsi (7-0) vs. Abraham Bably (5-0)
Featherweight Global Showcase: Jesus Pinedo (23-6-1) vs. Jeremy Kennedy (19-4)
Featherweight Global Showcase: Asael Adjoudj (8-1) vs. Jose Perez (9-1)
Middleweight Global Showcase: Costello van Steenis (15-3) vs. Joao Dantas (7-1)
SINGAPORE: Oil prices retreated on Monday following 6 percent gains last week, but remained near two-week highs as geopolitical tensions grew between Western powers and major oil producers Russia and Iran, raising risks of supply disruption.
Brent crude futures slipped 26 cents, or 0.35 percent, to $74.91 a barrel by 7:40 a.m. Saudi time, while US West Texas Intermediate crude futures were at $70.97 a barrel, down 27 cents, or 0.38 percent.
Both contracts last week notched their biggest weekly gains since late September to reach their highest settlement levels since Nov. 7 after Russia fired a hypersonic missile at Ukraine in a warning to the US and UK following strikes by Kyiv on Russia using US and British weapons.
“Oil prices are starting the new week with some slight cool-off as market participants await more cues from geopolitical developments and the Fed’s policy outlook to set the tone,” said Yeap Jun Rong, market strategist at IG.
“Tensions between Ukraine and Russia have edged up a notch lately, leading to some pricing for the risks of a wider escalation potentially impacting oil supplies.”
As both Ukraine and Russia vie to gain some leverage ahead of any upcoming negotiations under a Trump administration, the tensions may likely persist into the year-end, keeping Brent prices supported around $70-$80, Yeap added.
In addition, Iran reacted to a resolution passed by the UN nuclear watchdog on Thursday by ordering measures such as activating various new and advanced centrifuges used in enriching uranium.
“The IAEA censure and Iran’s response heightens the likelihood that Trump will look to enforce sanctions against Iran’s oil exports when he comes into power,” Vivek Dhar, a commodities strategist at Commonwealth Bank of Australia said in a note.
Enforced sanctions could sideline about 1 million barrels per day of Iran’s oil exports, about 1 percent of global oil supply, he said.
The Iranian foreign ministry said on Sunday that it will hold talks about its disputed nuclear program with three European powers on Nov. 29.
“Markets are concerned not only about damage to oil ports and infrastructure, but also the possibility of war contagion and involvement of more countries,” said Priyanka Sachdeva, senior market analyst at Phillip Nova.
Investors were also focused on rising crude oil demand at China and India, the world’s top and third-largest importers, respectively.
China’s crude imports rebounded in November as lower prices drew stockpiling demand while Indian refiners increased crude throughput by 3 percent on year to 5.04 million bpd in October, buoyed by fuel exports.
For the week, traders will be eyeing US personal consumption expenditures data, due on Wednesday, as that will likely inform the Federal Reserve’s policy meeting scheduled for Dec. 17-18, Sachdeva said.
KARACHI: Elephant Madhubala is set to be reunited with her cousins at Karachi’s Safari Park sanctuary on Tuesday after being separated from them for 15 years and spending a year in solitary confinement, an animal welfare organization said.
Madhubala, one of only three captive elephants in Pakistan, was brought to the country in 2009 along with three other elephants from Tanzania. She and her companion, Noor Jehan, were separated from their kin about 15 years ago and brought to the Karachi Zoo.
Noor Jehan passed away in April 2023, leaving Madhubala in solitary confinement at the zoo since then. Animal rights organizations have vigorously campaigned for Madhubala to be shifted to the Safari Park, saying the solitary confinement has taken a toll on her health.
A team from FOUR PAWS International, a Vienna-based animal welfare organization, has arrived in Karachi to oversee Madhubala’s transfer to the sanctuary.
“I’m excited to see how Madhubala will react when she meets her cousins,” Dr. Amir Khalil, director of reveal and rescue at FOUR PAWS, told Arab News.
“Imagine someone who hasn’t seen their siblings in fifteen years— how will she feel when they finally reunite?“
Animal rights activists have long campaigned against the plight of animals in Pakistan, especially elephants, and demanded they be shifted to “species-appropriate” locations such as the Safari Park.
FOUR PAWS has said the elephant enclosures at Safari Park would have water elements for bathing, skincare and thermoregulation. Enrichments such as hay nets, varying substrates like soil, sand, clay, and sawdust will be provided for Madhubala to dust bathe while the area is secured by elephant-proof fencing.
Four Paws said in a statement last month that the adaptation work at Karachi’s Safari Park had reached its final stage. Madhubala will be carried from the Karachi Zoo to the Safari Park in a huge transport crate.
The elephant was trained to enter and exit the crate by herself and sit inside it earlier this year.
“As part of the final preparations, the focus now lies on completing the landscaping of the elephant enclosure at Safari Park, finalizing enrichment features, and continuing the necessary training of the three elephants, including resuming crate training for Madhubala,” FOUR PAWS said last month.
The relocation, among others, will be witnessed by Karachi Mayor Murtaza Wahab, the consul general of the United Arab Emirates and the ambassador of Austria.
VILNIUS: A DHL cargo plane crashed into a house Monday morning near the Lithuanian capital, killing at least one person.
Lithuanian’s public broadcaster LRT, quoting an emergency official, said two people had been taken to the hospital after the crash, and one was later pronounced dead. LRT said the aircraft smashed into a two-story home near the airport.
The Lithuanian airport authority identified the aircraft as a “DHL cargo plane flying from Leipzig, Germany, to Vilnius Airport.”
It posted on the social platform X that city services including a fire truck were on site.
DHL Group, headquartered in Bonn, Germany, did not immediately return a call for comment.
The DHL aircraft was operated by Swiftair, a Madrid-based contractor. The carrier could not be immediately reached.
The Boeing 737 was 31 years old, which is considered by experts to be an older airframe, though that’s not unusual for cargo flights.
