The rise of artificial intelligence (AI) and breakthrough technologies is reshaping how we plan, manage and operate. This evolution affects every industry, including the media ecosystem. As capabilities expand, so does our responsibility to use them with purpose.

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In Out-of-Home (OOH) and across the broader media landscape, we’re seeing tools that allow campaigns to adapt in real time. AI, data and technology are now essential in creating brand experiences that are contextually relevant and meaningfully connected to the people they reach. I have observed this change firsthand in cities like Dubai, Riyadh and Abu Dhabi, where digital OOH platforms are more dynamic and responsive to the world around them.

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The tools evolve, but the mission remains the same: create communications that connect. Programmatic campaigns powered by AI and future-ready products informed by behavioural data are part of a wider movement we must shape for creative, strategy and technology to move together. In MENA, especially, the convergence of these disciplines is supported by a diverse population that is engaged and ready for bold ideas.

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This is the context in which Multiply Media Group (MMG) was established. By bringing together a range of OOH capabilities under one structure, our aim is to support the evolving needs of the industry. Rather than pursuing scale for its own sake, we focused on building a foundation that enables delivery with precision, discipline, and consistency. Achieving that across different markets requires agility in both mindset and execution. For me, growth is only meaningful when it is intentional.

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Innovation is shaped by how we think and how we work. Technology supports this, but it begins with curiosity. New ideas come from exploring what’s possible through open conversations, shared experiments, and structured collaboration. When people feel supported to bring ideas forward, the results carry relevance.

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Across MENA, the conditions for innovation are strong. The region is investing in smart infrastructure and media digitisation. I see this as an opportunity to shape how the media is experienced. From adaptive screens to campaigns integrating physical and digital touchpoints, we can build systems that reflect the region’s pace and potential.

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I focus on building frameworks where creativity and innovation are part of how we operate and deliver. Every campaign, product and service is a reflection of how we think and understand the environments we serve: something built with purpose and discipline.

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Creative thinking is embedded throughout concept to execution, shaping how problems are approached and briefs interpreted. It contributes to culture, expression and identity. As we look ahead, the opportunity requires using available tools with intention, as true impact depends on the thought behind the message. As the media landscape evolves, both globally and in MENA, clear purpose and direction ensure innovation remains intentional and impactful.

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For me, that means bringing clarity to complexity, designing with care, and choosing to create work that stands for something. The momentum is already here. The future will be defined by those willing to shape it – with intention, imagination and responsibility.