The year 2025 was dominated by AI, and 2026 will follow suit, with digital intelligence standing as the major disruptor in media, marketing, and advertising. Predictions that fail to focus on AI will miss the mark. Consulting AI tools like ChatGPT and Microsoft’s Copilot for insights on 2025 and the coming year shows general agreement with industry expectations but their polished narratives may lack full credibility. While many forecasts by industry insiders and AI will unfold to some degree, deep transformations require viewing beyond a single year. Research indicates that 2026 will see rapid adoption of new trends in the Gulf Cooperation Council (GCC)—particularly in the UAE, Saudi Arabia, and Qatar—focusing on AI-native marketing, connected TV (CTV), and data. In contrast, regions like Egypt, the Levant, and North Africa will adopt more steadily, constrained by budgets and infrastructure. Creators, commerce, and short-form video remain culturally and economically dominant, while AI-driven discovery and behavioral targeting reshape media planning. Arabic-first localization will gain strategic importance unprecedented in the past decade. However, caution is warranted. AI-driven insights often reflect marketer-written content aimed at portraying thought leadership, which may exaggerate foresight. The GCC’s advancement is clear, but perhaps not as rapid as AI suggests; the UAE remains the Gulf’s media and marketing hub, Qatar invests moderately with much activity centered in Dubai, and Saudi Arabia grows as the region’s cultural and creative powerhouse. Yet, Saudi Arabia’s financial resources are not limitless; mega-projects are being shelved or materializing less spectacularly than initially announced, meaning cuts to visionary budgets. Content for the Saudi market will increasingly favor Arabic-first productions, fostering local creative talent long overshadowed by English-speaking expats.

Dubai agencies catering to Saudi clients will champion local artists. Meanwhile, economic challenges, political instability, and infrastructure issues in the Levant and North Africa will restrain growth, though these regions remain vital talent pools, whose top creatives often move to enrich Dubai’s Saudi-targeted market. While AI predicts “authentic” influencers will outshine mass-produced content, this optimism may be misplaced as the industry still favors cost-effective influencer marketing and AI-generated material for some time. Gaming emerges as a regional highlight, particularly with Saudi investment in video games and tournaments, reflecting the young population’s needs for engagement amid harsh climates. The GCC’s financial strength and digital infrastructure offer leadership opportunities here, enabling brands to connect with players and fans in their languages on native platforms. Regional agencies face external upheavals, with recent mergers now escalating to consolidation among holding groups—for example, Omnicom’s acquisition of IPG—leading to the disappearance of legacy agencies like DDB and FCB from the MENA market. Rumors of further takeovers, such as France’s Havas targeting the UK’s WPP, suggest ongoing agency brand consolidations. This trend may open space for independent firms to thrive. Combined with the demand for local and Arabic content, local agencies and production companies could increasingly shine. In summary, AI forecasts 2026 as “the year of plurality” with multiple futures and varying speeds demanding attention. The reality will reflect this, albeit perhaps less intensely. Austyn Allison, an editorial consultant and journalist covering Middle East advertising since 2007, offers these insights grounded in industry experience.