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Is Artificial Intelligence Creating a New Mobile Marketing Wave in the Middle East?

With artificial intelligence (AI) becoming the backbone for mobile marketing, countries like UAE and Saudi Arabia are already at the forefront of adopting AI into their ecosystem.

Millennials and Gen-Z are attracted to the Middle East for three things – modern lifestyle, global business opportunities, and the technological ‘wow!’ factor. They also make up 60% of the region’s population and are the highest spenders and consumers of technology.

Given these facts, the Middle Eastern countries are facing the pressure to keep up with the ‘digital-only demands’ of the two young generations. From convenient and personalised shopping options to smart utility apps and voice-controlled devices, Millennials and Gen Z are always on the lookout for the latest tech in the market. Catering to these two generations can help brands to unlock the full potential in sales.

These two mobile-first generations also share their interest in applications of artificial intelligence (AI) in their day-to-day life. To woo them, brands in the Middle East – are investing in apps that are AI-based and can deliver an experience that Millennials and Gen Z yearn for.

UAE has reportedly poured billions of dollars into AI investment and tech startup incubation funds, including its $270m Dubai Future Endowment Fund. “The UAE has the strategic need, leadership vision, deep resources and small enough population to potentially become the centre of disruption in the AI arena,” says Sam Blatteis, founder of research firm The MENA Catalysts and former Google Head of Public Policy in the Gulf.

The Middle East is on AI Developing Mode

  1. Comae Technologies are partnering with the Dubai Police to develop AI-based forensics solutions, and Alpha Systems Group is developing an autonomous digital mobile booth which is designed to replicate doctors’ surgeries.
  2. Saudi Arabia’s incumbent telecom provider, STC, has launched a $500m technology investment fund that plans to back Middle East ventures in areas such as artificial intelligence, virtual reality, digital health, and financial services.
  3. Sectors with compelling use cases in AI applications are more likely to innovate in early stages of AI development of mobile marketing apps. These sectors predominantly are Healthcare, Automotive and Financial.

AI-powered Apps to Improve Mobile Marketing 

  • Refining customer insight for a better experience: Netflix uses AI to understand their customer’s behaviour, likes and patterns, and thereby provide recommendations for shows and movies that might interest them.
  • Enhancing office automation and workflow: Argentina-based credit firm oMelhorTrato hire their employees using AI apps that automate the process of identifying a good candidate from all the applications received on the Company’s website or third-party job sites.
  • Improving service delivery: Social media messaging app Facebook Messenger leverages powerful AI chatbots integrated with cognitive capabilities to interact and service their large number of customers effectively.
  • Forecasting market and improving sales: AI forecasts demand for Uber in a particular area and Uber has the opportunity to convert it into sales by being available to provide service.
  • Monitoring cybersecurity: From personal security to national security: Keeping hackers out, protecting your bank details, avoiding fraudulent online transactions and the examples of how AI works in the cybersecurity area are many.
  • Developing smart city applications and space research: The transportation department installed adaptive signal control, applied in Los Angeles, San Antonio, Pittsburgh and other cities to use real-time data to change the timing on traffic lights to improve to the flow of traffic.

AI is a potential goldmine for anyone in the customer analytics field and intelligent marketing to the diverse and tech-savvy consumer base in the Middle East. With artificial intelligence becoming the backbone for mobile marketing, countries like UAE and Saudi Arabia are already at the forefront of adopting AI into their ecosystem. As marketers gain deeper insight into learning consumer behaviour, they have the opportunity to make each interaction more valuable than the one before. Increased user retention and engagement is how mobile apps will power marketing in the Middle East.

Source: MarTech Vibe

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