Why Summer is the Best Time to Digitally Transform Your Business in Dubai
Summer is often considered a slower period for many businesses in the region. But could that actually make it the most effective time to upgrade your systems, streamline operations, or adopt new technologies? With fewer day-to-day pressures and more room for focused planning, the summer months offer a valuable window for meaningful change.
This article explores why summer can be an ideal period for digital transformation in Dubai. For small to mid-sized businesses in particular, it is a chance to reassess processes, implement improvements, and prepare for the busier months ahead by using the quieter season to get ahead. Understanding Business Cycles in Dubai: Why Summer Slows Down
Dubai's economy runs on a high-energy, fast-paced rhythm for most of the year. But when summer arrives, especially between June and September, there is a noticeable shift. Why does this seasonal slowdown happen, and how can businesses turn it to their advantage?
The main factors include:
Travel and school breaks: Many residents leave the city for extended vacations, particularly during school holidays. This leads to reduced foot traffic for retail, food and beverage, and consumer-facing services.
Climate conditions: With temperatures regularly exceeding 40°C, outdoor activities decrease significantly. Many indoor businesses also adjust their working hours or operations.
Ramadan and Eid: In some years, key summer months overlap with Ramadan and Eid. These periods bring shorter workdays and delayed project timelines due to cultural and religious practices.
This slowdown is not unexpected. It follows a familiar pattern. However, instead of seeing it as idle time, many businesses in Dubai are now treating summer as a strategic window. With fewer customer demands, teams have the space to reflect, identify inefficiencies, and work on internal improvements that often get postponed during busier periods.
So the question is, if summer gives you the room to breathe, why not use that space to move forward? Why Summer Is Ideal for Internal Process Overhaul
Every business reaches a point where outdated processes start slowing things down—manual tasks take too long, customer service lacks consistency, or data sits in silos. But when is the right time to fix these gaps without disrupting day-to-day operations?
In Dubai, summer provides a rare window of lower operational pressure, making it easier to step back and reassess internal systems without affecting service delivery.
Here's why: Reduced client activity means less risk: With many customers on holiday or spending less time engaging with services, there's more room to test new systems and workflows without causing friction.
With many customers on holiday or spending less time engaging with services, there's more room to test new systems and workflows without causing friction. Fewer urgent requests allow deeper focus: IT teams, consultants, and department heads can finally tackle the kind of improvements that usually get postponed, like process automation, data integration, or CRM upgrades.
IT teams, consultants, and department heads can finally tackle the kind of improvements that usually get postponed, like process automation, data integration, or CRM upgrades. Staff are more available for training: With fewer meetings and client engagements, teams can be trained on new digital tools and platforms without the usual time crunch.
For example, integrating a cloud-based ERP system or migrating to a new CRM platform usually involves back-end work, employee onboarding, and data migration—all of which require time and attention. Trying to implement these changes in Q4, when sales cycles peak, can result in more errors and resistance.
Instead, summer allows for: Pilot programs and testing
Internal feedback collection
Gradual rollout across teams
The question isn't whether your business needs digital tools—it's whether you're choosing the right time to install them. And summer might quietly be your best bet. Availability of Digital Talent and Vendors During Off-Peak Months
Digital transformation often relies on third-party vendors, including consultants, software providers, cloud engineers, and automation specialists. But what happens when everyone's calendar is packed, and timelines keep getting pushed? This is a common challenge during peak business months in Dubai.
Summer, however, brings a noticeable shift.
Many service providers experience lower client activity between June and September, which translates into: Faster response times
Greater availability for custom work
Flexible pricing or short-term incentives
This off-peak season often becomes a period when tech vendors and digital consultants are more willing to work on in-depth projects, pilot systems, or offer hands-on support. Rather than being one client in a queue, businesses transforming in the summer get more personalized attention and fewer delays.
Let's take a practical example: Suppose you're planning to shift from a legacy accounting system to a cloud-based ERP. Doing this during Q4, when many companies are closing books, could result in long vendor lead times and minimal support. During summer, however, implementation timelines are shorter, testing is easier, and even vendor teams are less stretched.
Also, with remote work becoming standard in the tech industry, access to regional and global digital talent is far more fluid. Freelancers and consultants who typically work with clients in North America or Europe may be more accessible due to their own summer lulls, giving Dubai-based businesses an unexpected advantage. Technical Improvements That Can Be Quietly Rolled Out in Summer
Digital transformation doesn't always mean a complete system overhaul. Sometimes, it's about small, high-impact upgrades, the kind that make daily work smoother, data clearer, and teams more aligned. And summer provides the perfect backdrop for these updates.
Here are some examples of technical changes businesses in Dubai are implementing during quieter months: Cloud Migration: Moving to cloud-based storage or infrastructure (e.g., AWS, Azure) is a common summer project. It improves data accessibility, reduces long-term costs, and strengthens disaster recovery, but it also needs careful planning and downtime windows, which are easier to manage when client activity is low.
Moving to cloud-based storage or infrastructure (e.g., AWS, Azure) is a common summer project. It improves data accessibility, reduces long-term costs, and strengthens disaster recovery, but it also needs careful planning and downtime windows, which are easier to manage when client activity is low. Cybersecurity Updates: With the rise in cyber threats globally and regionally, summer is a smart time to strengthen security protocols. Upgrading firewalls, conducting penetration testing, or implementing multi-factor authentication (MFA) across systems is best done when fewer employees are online.
With the rise in cyber threats globally and regionally, summer is a smart time to strengthen security protocols. Upgrading firewalls, conducting penetration testing, or implementing multi-factor authentication (MFA) across systems is best done when fewer employees are online. CRM and ERP Integrations: Businesses often use the summer to integrate customer relationship management (CRM) tools with accounting or inventory systems. These integrations—between tools like Salesforce, Zoho, QuickBooks, or SAP—streamline operations but require backend adjustments that are harder to perform during busy seasons.
Businesses often use the summer to integrate customer relationship management (CRM) tools with accounting or inventory systems. These integrations—between tools like Salesforce, Zoho, QuickBooks, or SAP—streamline operations but require backend adjustments that are harder to perform during busy seasons. Automation of Repetitive Tasks: Tools like Zapier, Power Automate, or industry-specific bots can be configured to reduce manual tasks like data entry, invoice generation, or lead assignment. Summer allows teams to test and tweak these workflows with fewer interruptions.
Tools like Zapier, Power Automate, or industry-specific bots can be configured to reduce manual tasks like data entry, invoice generation, or lead assignment. Summer allows teams to test and tweak these workflows with fewer interruptions. Website and App Optimization: Whether it's a UX redesign, improved mobile responsiveness, or faster load times, technical fixes on digital platforms benefit from having fewer users online. This minimizes disruption and allows for soft rollouts.
It's not just about upgrading for the sake of it. It's about making focused, low-risk changes that compound in value by the time business activity ramps up again. The best part? These technical improvements are often invisible to customers, but deeply felt by teams once they return to full pace.
So if you're wondering whether small upgrades are worth doing in summer, ask yourself: What daily processes are causing slowdowns that we finally have time to fix? Budget Planning: Making the Most of Mid-Year Allocations
For many companies in Dubai, summer coincides with the mid-point of their fiscal year, or at the very least, a natural checkpoint to review financial performance and adjust future spending. But how does this relate to digital transformation?
Mid-year is often when: Unused budgets from H1 are reassessed
Q3 and Q4 strategies are finalized
Upcoming investments are prioritized
This creates a clear opportunity to redirect available funds toward internal improvements, especially those that might not require massive capital but yield high operational value.
Digital transformation doesn't always mean multi-million dirham investments. In fact, many businesses begin with: Automation for HR or finance workflows
Upgraded data dashboards for performance tracking
Low-code tools to improve customer service response time
Each of these can be scoped and deployed within a few months, precisely the timeframe that summer offers.
Additionally, investing in digital tools during summer allows teams to settle into new systems before the busy year-end cycle begins. Instead of rushing implementation during peak demand periods, businesses can use Q3 for setup and testing, and enter Q4 fully operational.
From a financial standpoint, spreading transformation investments throughout the year also helps manage cash flow and reduces the need for last-minute procurement under pressure.
So if you're reviewing your spend and asking, 'Where can we get the most return before the year ends?', digital upgrades might be the most practical and impactful line item to consider. How Summer Prepares You for a Strong Q4 and Beyond
In Dubai, Q4 is when things pick up pace—client meetings return, sales cycles accelerate, and most industries push to meet end-of-year targets. But how well a business performs during this period often depends on how well it was prepared during the quieter months.
This is where summer transformation efforts show their real value.
Here's how summer changes can pay off by the time Q4 begins: Smoother Workflows: New systems implemented in summer, like automated invoicing, updated CRMs, or restructured internal databases, allow teams to focus on selling, servicing, or delivering, not fixing.
New systems implemented in summer, like automated invoicing, updated CRMs, or restructured internal databases, allow teams to focus on selling, servicing, or delivering, not fixing. Fewer Last-Minute Fixes: When IT teams use summer to patch vulnerabilities, optimize platforms, or upgrade tools, they reduce the risk of unexpected breakdowns or slowdowns later on.
When IT teams use summer to patch vulnerabilities, optimize platforms, or upgrade tools, they reduce the risk of unexpected breakdowns or slowdowns later on. Better Data, Better Decisions: Upgrading analytics dashboards or integrating cross-department data sources during the summer leads to cleaner, more reliable reports. When Q4 targets need precise decision-making, your systems will already be ready.
Upgrading analytics dashboards or integrating cross-department data sources during the summer leads to cleaner, more reliable reports. When Q4 targets need precise decision-making, your systems will already be ready. Stronger Team Readiness: Summer offers time to train staff on new tools and platforms. This way, once business speeds up, your team isn't scrambling to catch up—they're already operating with confidence and clarity.
Think of summer as the 'maintenance window' of the business year—not because things break, but because it's the only time you can afford to pause, reflect, and improve. When used intentionally, this period helps businesses enter the most critical quarter not just ready, but ahead.
Digital transformation is not a one-time project or a seasonal trend; it's an ongoing process. But choosing the right time to start can make all the difference in how smooth, effective, and disruption-free that process is.
In Dubai's unique business environment, summer offers a combination of lower external pressure, higher vendor availability, and space for internal improvements. These conditions make it easier to implement meaningful digital changes, whether that's cloud adoption, process automation, system integration, or improved data access.
Of course, transformation still requires planning, budget alignment, and team buy-in. But starting during summer gives you a head start when it comes to execution, testing, and readiness before the year's busiest months return.
So while there's no perfect time to evolve your business, some windows make it easier to focus, act, and finish strong. Summer happens to be one of them. Also read:
Digital Transformation Trends for Businesses in Dubai
Explore how Dubai businesses are leveraging digital transformation for enhanced operations and growth. Discover real-world case studies and best practices.
Top 10 Business Opportunities in Dubai for 2025
Discover the top 10 emerging business opportunities in Dubai for 2025, from renewable energy to AI and education, driving growth in a dynamic market.
Business vs. Freelance in Dubai: Which Path to Choose in a Challenging Job Market?
This article explores the options of venturing into freelance or leaping into entrepreneurship, providing insights to help you navigate Dubai's budding economy and make an informed decision about your professional future.
Passion to Profession: A step-by-step guide to set up Home-Based Businesses in Dubai
Have an undying passion that has the potential to bring money home? Get ready to enter the most vibrant market to sell your products/services and reach the right audience. Don't know where to start? No worries, we have got you covered.
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Hi Dubai
2 days ago
- Hi Dubai
Why Summer is the Best Time to Digitally Transform Your Business in Dubai
Digital transformation is now essential for businesses aiming to stay competitive in today's rapidly evolving global market. In a city like Dubai, where innovation thrives but business activity often follows a seasonal rhythm, does timing your transformation matter just as much as the strategy itself? Summer is often considered a slower period for many businesses in the region. But could that actually make it the most effective time to upgrade your systems, streamline operations, or adopt new technologies? With fewer day-to-day pressures and more room for focused planning, the summer months offer a valuable window for meaningful change. This article explores why summer can be an ideal period for digital transformation in Dubai. For small to mid-sized businesses in particular, it is a chance to reassess processes, implement improvements, and prepare for the busier months ahead by using the quieter season to get ahead. Understanding Business Cycles in Dubai: Why Summer Slows Down Dubai's economy runs on a high-energy, fast-paced rhythm for most of the year. But when summer arrives, especially between June and September, there is a noticeable shift. Why does this seasonal slowdown happen, and how can businesses turn it to their advantage? The main factors include: Travel and school breaks: Many residents leave the city for extended vacations, particularly during school holidays. This leads to reduced foot traffic for retail, food and beverage, and consumer-facing services. Climate conditions: With temperatures regularly exceeding 40°C, outdoor activities decrease significantly. Many indoor businesses also adjust their working hours or operations. Ramadan and Eid: In some years, key summer months overlap with Ramadan and Eid. These periods bring shorter workdays and delayed project timelines due to cultural and religious practices. This slowdown is not unexpected. It follows a familiar pattern. However, instead of seeing it as idle time, many businesses in Dubai are now treating summer as a strategic window. With fewer customer demands, teams have the space to reflect, identify inefficiencies, and work on internal improvements that often get postponed during busier periods. So the question is, if summer gives you the room to breathe, why not use that space to move forward? Why Summer Is Ideal for Internal Process Overhaul Every business reaches a point where outdated processes start slowing things down—manual tasks take too long, customer service lacks consistency, or data sits in silos. But when is the right time to fix these gaps without disrupting day-to-day operations? In Dubai, summer provides a rare window of lower operational pressure, making it easier to step back and reassess internal systems without affecting service delivery. Here's why: Reduced client activity means less risk: With many customers on holiday or spending less time engaging with services, there's more room to test new systems and workflows without causing friction. With many customers on holiday or spending less time engaging with services, there's more room to test new systems and workflows without causing friction. Fewer urgent requests allow deeper focus: IT teams, consultants, and department heads can finally tackle the kind of improvements that usually get postponed, like process automation, data integration, or CRM upgrades. IT teams, consultants, and department heads can finally tackle the kind of improvements that usually get postponed, like process automation, data integration, or CRM upgrades. Staff are more available for training: With fewer meetings and client engagements, teams can be trained on new digital tools and platforms without the usual time crunch. For example, integrating a cloud-based ERP system or migrating to a new CRM platform usually involves back-end work, employee onboarding, and data migration—all of which require time and attention. Trying to implement these changes in Q4, when sales cycles peak, can result in more errors and resistance. Instead, summer allows for: Pilot programs and testing Internal feedback collection Gradual rollout across teams The question isn't whether your business needs digital tools—it's whether you're choosing the right time to install them. And summer might quietly be your best bet. Availability of Digital Talent and Vendors During Off-Peak Months Digital transformation often relies on third-party vendors, including consultants, software providers, cloud engineers, and automation specialists. But what happens when everyone's calendar is packed, and timelines keep getting pushed? This is a common challenge during peak business months in Dubai. Summer, however, brings a noticeable shift. Many service providers experience lower client activity between June and September, which translates into: Faster response times Greater availability for custom work Flexible pricing or short-term incentives This off-peak season often becomes a period when tech vendors and digital consultants are more willing to work on in-depth projects, pilot systems, or offer hands-on support. Rather than being one client in a queue, businesses transforming in the summer get more personalized attention and fewer delays. Let's take a practical example: Suppose you're planning to shift from a legacy accounting system to a cloud-based ERP. Doing this during Q4, when many companies are closing books, could result in long vendor lead times and minimal support. During summer, however, implementation timelines are shorter, testing is easier, and even vendor teams are less stretched. Also, with remote work becoming standard in the tech industry, access to regional and global digital talent is far more fluid. Freelancers and consultants who typically work with clients in North America or Europe may be more accessible due to their own summer lulls, giving Dubai-based businesses an unexpected advantage. Technical Improvements That Can Be Quietly Rolled Out in Summer Digital transformation doesn't always mean a complete system overhaul. Sometimes, it's about small, high-impact upgrades, the kind that make daily work smoother, data clearer, and teams more aligned. And summer provides the perfect backdrop for these updates. Here are some examples of technical changes businesses in Dubai are implementing during quieter months: Cloud Migration: Moving to cloud-based storage or infrastructure (e.g., AWS, Azure) is a common summer project. It improves data accessibility, reduces long-term costs, and strengthens disaster recovery, but it also needs careful planning and downtime windows, which are easier to manage when client activity is low. Moving to cloud-based storage or infrastructure (e.g., AWS, Azure) is a common summer project. It improves data accessibility, reduces long-term costs, and strengthens disaster recovery, but it also needs careful planning and downtime windows, which are easier to manage when client activity is low. Cybersecurity Updates: With the rise in cyber threats globally and regionally, summer is a smart time to strengthen security protocols. Upgrading firewalls, conducting penetration testing, or implementing multi-factor authentication (MFA) across systems is best done when fewer employees are online. With the rise in cyber threats globally and regionally, summer is a smart time to strengthen security protocols. Upgrading firewalls, conducting penetration testing, or implementing multi-factor authentication (MFA) across systems is best done when fewer employees are online. CRM and ERP Integrations: Businesses often use the summer to integrate customer relationship management (CRM) tools with accounting or inventory systems. These integrations—between tools like Salesforce, Zoho, QuickBooks, or SAP—streamline operations but require backend adjustments that are harder to perform during busy seasons. Businesses often use the summer to integrate customer relationship management (CRM) tools with accounting or inventory systems. These integrations—between tools like Salesforce, Zoho, QuickBooks, or SAP—streamline operations but require backend adjustments that are harder to perform during busy seasons. Automation of Repetitive Tasks: Tools like Zapier, Power Automate, or industry-specific bots can be configured to reduce manual tasks like data entry, invoice generation, or lead assignment. Summer allows teams to test and tweak these workflows with fewer interruptions. Tools like Zapier, Power Automate, or industry-specific bots can be configured to reduce manual tasks like data entry, invoice generation, or lead assignment. Summer allows teams to test and tweak these workflows with fewer interruptions. Website and App Optimization: Whether it's a UX redesign, improved mobile responsiveness, or faster load times, technical fixes on digital platforms benefit from having fewer users online. This minimizes disruption and allows for soft rollouts. It's not just about upgrading for the sake of it. It's about making focused, low-risk changes that compound in value by the time business activity ramps up again. The best part? These technical improvements are often invisible to customers, but deeply felt by teams once they return to full pace. So if you're wondering whether small upgrades are worth doing in summer, ask yourself: What daily processes are causing slowdowns that we finally have time to fix? Budget Planning: Making the Most of Mid-Year Allocations For many companies in Dubai, summer coincides with the mid-point of their fiscal year, or at the very least, a natural checkpoint to review financial performance and adjust future spending. But how does this relate to digital transformation? Mid-year is often when: Unused budgets from H1 are reassessed Q3 and Q4 strategies are finalized Upcoming investments are prioritized This creates a clear opportunity to redirect available funds toward internal improvements, especially those that might not require massive capital but yield high operational value. Digital transformation doesn't always mean multi-million dirham investments. In fact, many businesses begin with: Automation for HR or finance workflows Upgraded data dashboards for performance tracking Low-code tools to improve customer service response time Each of these can be scoped and deployed within a few months, precisely the timeframe that summer offers. Additionally, investing in digital tools during summer allows teams to settle into new systems before the busy year-end cycle begins. Instead of rushing implementation during peak demand periods, businesses can use Q3 for setup and testing, and enter Q4 fully operational. From a financial standpoint, spreading transformation investments throughout the year also helps manage cash flow and reduces the need for last-minute procurement under pressure. So if you're reviewing your spend and asking, 'Where can we get the most return before the year ends?', digital upgrades might be the most practical and impactful line item to consider. How Summer Prepares You for a Strong Q4 and Beyond In Dubai, Q4 is when things pick up pace—client meetings return, sales cycles accelerate, and most industries push to meet end-of-year targets. But how well a business performs during this period often depends on how well it was prepared during the quieter months. This is where summer transformation efforts show their real value. Here's how summer changes can pay off by the time Q4 begins: Smoother Workflows: New systems implemented in summer, like automated invoicing, updated CRMs, or restructured internal databases, allow teams to focus on selling, servicing, or delivering, not fixing. New systems implemented in summer, like automated invoicing, updated CRMs, or restructured internal databases, allow teams to focus on selling, servicing, or delivering, not fixing. Fewer Last-Minute Fixes: When IT teams use summer to patch vulnerabilities, optimize platforms, or upgrade tools, they reduce the risk of unexpected breakdowns or slowdowns later on. When IT teams use summer to patch vulnerabilities, optimize platforms, or upgrade tools, they reduce the risk of unexpected breakdowns or slowdowns later on. Better Data, Better Decisions: Upgrading analytics dashboards or integrating cross-department data sources during the summer leads to cleaner, more reliable reports. When Q4 targets need precise decision-making, your systems will already be ready. Upgrading analytics dashboards or integrating cross-department data sources during the summer leads to cleaner, more reliable reports. When Q4 targets need precise decision-making, your systems will already be ready. Stronger Team Readiness: Summer offers time to train staff on new tools and platforms. This way, once business speeds up, your team isn't scrambling to catch up—they're already operating with confidence and clarity. Think of summer as the 'maintenance window' of the business year—not because things break, but because it's the only time you can afford to pause, reflect, and improve. When used intentionally, this period helps businesses enter the most critical quarter not just ready, but ahead. Digital transformation is not a one-time project or a seasonal trend; it's an ongoing process. But choosing the right time to start can make all the difference in how smooth, effective, and disruption-free that process is. In Dubai's unique business environment, summer offers a combination of lower external pressure, higher vendor availability, and space for internal improvements. These conditions make it easier to implement meaningful digital changes, whether that's cloud adoption, process automation, system integration, or improved data access. Of course, transformation still requires planning, budget alignment, and team buy-in. But starting during summer gives you a head start when it comes to execution, testing, and readiness before the year's busiest months return. So while there's no perfect time to evolve your business, some windows make it easier to focus, act, and finish strong. Summer happens to be one of them. Also read: Digital Transformation Trends for Businesses in Dubai Explore how Dubai businesses are leveraging digital transformation for enhanced operations and growth. Discover real-world case studies and best practices. Top 10 Business Opportunities in Dubai for 2025 Discover the top 10 emerging business opportunities in Dubai for 2025, from renewable energy to AI and education, driving growth in a dynamic market. Business vs. Freelance in Dubai: Which Path to Choose in a Challenging Job Market? This article explores the options of venturing into freelance or leaping into entrepreneurship, providing insights to help you navigate Dubai's budding economy and make an informed decision about your professional future. Passion to Profession: A step-by-step guide to set up Home-Based Businesses in Dubai Have an undying passion that has the potential to bring money home? Get ready to enter the most vibrant market to sell your products/services and reach the right audience. Don't know where to start? No worries, we have got you covered.
Campaign ME
6 days ago
- Campaign ME
Why algorithms need cultural intelligence
As AI transforms media planning across global markets, the MENA region presents a compelling paradox. On one hand, the region is witnessing a surge in artificial intelligence (AI) and automation, driven by a mobile-first population and governments investing heavily in digital transformation. On the other, its cultural complexity – spanning diverse languages, dialects, traditions and sociopolitical sensitivities – demands more cultural intelligence and a human-centric approach to media strategy. The promise and the paradox AI's potential in MENA is already materialising in meaningful ways. Leading telecom companies in Saudi Arabia, for example, are dynamically adapting media investments around cultural tentpoles such as Riyadh Season and Saudi National Day, using AI to optimise placement, content and timing. These are not 'one-size-fits-all' campaigns. They are highly responsive, tailored initiatives made possible by machine-driven data processing and prediction. Similarly, UAE banks and telecom operators are leveraging AI to deliver highly personalised, multilingual campaigns that track and adjust performance in real time. These organisations are not just reducing media wastage; they are achieving cultural relevance and responsiveness at scale. But here's where the paradox emerges: the very complexity that makes AI useful in MENA – scale, multilingualism, platform fragmentation – also exposes its limitations. Algorithmic models, regardless of sophistication, lack cultural fluency. For example, they can process data about Ramadan, but they can't understand the emotional weight of family gathering moments. They can optimise for Arabic keywords, but they miss the cultural subtext that determines whether a message resonates or offends. This tension between technological capability and cultural complexity isn't a problem to be solved – it's the new operational reality for media planning in MENA. Agencies that recognise this paradox early are positioning themselves to leverage AI's strengths whilst maintaining the human insight essential for meaningful audience connection. Beyond the human versus machine debate The next evolution of media planning in MENA is about architecting integrated systems where cultural intelligence guides algorithmic precision. The most successful media strategies emerging across the region share a common characteristic: they're built on structured partnerships between human intelligence and AI capabilities, with machines excelling at processing vast datasets, automating performance reporting, and enabling real-time optimisation, whilst humans focus on strategic thinking, cultural interpretation, ethical decision-making, and long-term brand stewardship. Consider the practical reality of programmatic media buying during cultural moments such as Eid or National Day celebrations. AI systems can instantly analyse millions of bid opportunities, optimise spending across platforms, and adjust creative rotation based on performance metrics. But determining whether a particular creative approach respects cultural values, resonates with family dynamics, or aligns with local celebration traditions requires human judgement informed by deep cultural understanding. The cultural intelligence imperative Media planners in the region aren't simply trafficking impressions or optimising cost-per-acquisition metrics. They're navigating an intricate cultural ecosystem that demands localised storytelling, ethical consideration, and nuanced audience understanding. Success requires knowing not just who the audience is, but what they value, how they interpret messaging, and why cultural context shapes every interaction. This cultural complexity creates a significant competitive advantage for agencies that understand it. Brands treating AI purely as a cost-saving tool inevitably lose ground to those leveraging it as a capability multiplier. The winning combination pairs AI's speed, precision, and scalability with human cultural depth, ethical accountability, and strategic vision. The integrated approach in practice Winning agencies across MENA are those simultaneously investing in both advanced AI tools and exceptional talent. Rather than deploying AI to replace planners, they're developing intelligent systems that eliminate routine tasks, empowering their teams to concentrate on strategic thinking and cultural insight. This integration manifests in several ways: Hybrid team structures: Data scientists work directly alongside strategists and media planners, ensuring technical capabilities align with cultural insights from project inception. Cultural training datasets: AI systems are trained not just on performance metrics, but on cultural relevance indicators, consumer behaviour patterns and local market nuances that influence campaign effectiveness. Human-guided machine learning: Feedback loops enable experienced planners to shape algorithmic learning, ensuring AI systems evolve with both cultural sensitivity and performance efficiency. Holistic success metrics: Campaign evaluation extends beyond clicks and conversions to include cultural impact, brand relevance and audience connection. The bottom line AI, on its own, cannot build meaningful relationships with audiences. It can help deliver messages, but it cannot shape them. That remains the domain of planners, creatives, and strategists. And in a region as evolving and culturally rich as MENA, that human element isn't optional – it's essential. Ultimately, this is not about choosing between human or machine; it's about designing an integrated system where each elevates the other. A future where AI drives scale and efficiency, whilst human intelligence ensures it lands meaningfully, ethically, and effectively. By Yasmine Hussein, General Manager, Initiative UAE
Arabian Post
04-07-2025
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Dubai Duty Free Surpasses AED4.1bn in Half‑Year Sales
Dubai Duty Free posted its strongest first-half performance to date, recording turnover of AED 4.118 billion, a 5.34 per cent increase over the same period in 2024. This figure eclipses the previous H1 record by AED 208.95 million, signalling robust recovery and sustained growth since the pandemic. The surge was underpinned by heightened passenger engagement during the Eid holiday and early summer travel season, with April, May and early June emerging as particularly strong months. This rise was reflected in higher spend per passenger, a metric now exceeding June 2024 levels, according to managing director Ramesh Cidambi. Perfumes topped the sales chart at AED 744.24 million, followed by beverages at AED 513.37 million, and cigarettes and tobacco at AED 439.91 million— the latter marking a 12.24 per cent uplift. Gold sales contributed AED 416.90 million, while confectionery achieved the most dramatic rise—a 62.70 per cent increase totalling AED 412.52 million. Cosmetics also grew modestly to AED 201.51 million, up 3.36 per cent. ADVERTISEMENT Growth was consistently distributed across the airport's terminals. Terminal 3 led with a 6.37 per cent gain, while Terminal 1 rose by 5.25 per cent. All major source regions posted positive results: Europe saw an increase of 16.89 per cent, the Middle East was up 8.15 per cent, Russia climbed 4.41 per cent and the Indian sub‑continent recorded a 1.02 per cent rise. Cidambi emphasised that the strong performance reflects not just rising traffic, but also increased engagement per traveller: 'The spend per passenger is likely to be better than last year June… a testament to our team's hard work and the strength of Dubai as a global travel hub'. Looking forward, Dubai Duty Free is preparing for an intensified second half, traditionally buoyed by back-to-school demand, year-end travel, and festive shopping occasions. Execution of its long-term strategy has also advanced: three Arrivals Shops have been renovated and the retailer is gearing up to unveil luxury boutiques from Louis Vuitton, Chanel and Cartier in Terminal 3's Concourse A. These upgrades aim to further enhance the high-end shopping experience and capitalise on the spending power of premium travellers. Founded in December 1983, Dubai Duty Free has evolved into one of the world's largest airport retailers, reaching a turnover of US $2.16 billion in 2023. Its top markets include India, Russia, China and the UK. The performance during the first half of 2025 demonstrates resilience and strategic diversification across categories, geographies and terminals. Luxury expansion and strategic product mix adjustments appear to be the cornerstone of the company's forward plan. By augmenting its high-end retail offerings and leveraging strong travel traffic, Dubai Duty Free is poised to maintain momentum through the remainder of the year. Cigarettes & tobacco, gold and perfumery remain core pillars, while confectionery's exceptional growth suggests broader category appeal among travellers. As passenger numbers climb and spending habits evolve, the retailer's ongoing investments in both infrastructure and branded boutiques seek to reinforce its leadership in travel retail. Economic analysts note that this escalate in passenger spend is not confined to Dubai—the broader travel retail sector across the Gulf region is experiencing parallel growth, aided by tourism rebounds and expanded flight connectivity. However, Dubai Duty Free's strategic emphasis on luxury positioning and global brand partnerships gives it a competitive edge within this landscape. While the company has not yet released final June passenger traffic figures, all indicators show an upward trend in both transit volume and per capita spend. With the expansion of Concourse A's luxury offerings and the completion of renovation works, expectations are that H2 will not only replicate H1 gains but potentially surpass them.
