77% of MENA content creators say GCC is leading positive transformation in tourism & entertainment
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors.
While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include:
Real-life experiences and brand connections
With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year.
Positive about AI, concerned about deepfakes
Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI.
'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT.
At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field.
'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT.
Friendly Gulf competition
While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon.
Podcasts and purpose proliferate
While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about.
As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community.
For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
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Web Release
2 days ago
- Web Release
77% of MENA content creators say GCC is leading positive transformation in tourism & entertainment
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
Web Release
3 days ago
- Web Release
Second InfluAnswer Arabia report finds real-life experiences key to brand-influencer connections
Weber Shandwick MENAT has launched the second edition of InfluAnswer Arabia, a report informed by the perspectives of content creators, that delves into the MENA region's evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors. While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time – overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include: Real-life experiences and brand connections With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important – a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand – and this sentiment is growing even stronger for creators, from 66% last year to 80% this year. Positive about AI, concerned about deepfakes Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI – up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI. 'MENA's influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year's report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,' says Ziad Hasbani, Regional CEO, Weber Shandwick MENAT. At the report's launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field. 'This year's findings highlight a deeper shift – towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren't just transactional; they're built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,' added Ghaleb Zeidan, Regional Managing Director, Weber Shandwick MENAT. Friendly Gulf competition While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it's interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it's UAE, 26% selected Saudi Arabia, and 10% chose Lebanon. Podcasts and purpose proliferate While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about. As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, InfluAnswer Arabia 2025 offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region – including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond – in cultivating meaningful, market-relevant connections with the creator community. For more insights and to view the full InfluAnswer Arabia 2025 report, please click here.
The National
3 days ago
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AI and empathy: Could ChatGPT be your next therapist?
During a recent WhatsApp chat, a friend told me that she views ChatGPT as her new "friend" and said the chatbot had helped her manage every day tasks. She explained how it's helped her find tailored meal plans and source the the best holiday deals. She also said that she uses ChatGPT as a space to explore her innermost thoughts, sometimes even turning to it to help her process difficult experiences from the past. She is not alone. More people are opting for alternatives to conventional therapy, bypassing the vulnerability or discomfort that can come with opening up to another person. Introducing a digital element has proved useful, and very accessible, to many. A 2024 Oliver Wyman Forum survey suggested that 36 per cent of Gen Zs and millennials would consider using AI for mental health support. It's something Maria Young, a freelance psychologist working in Abu Dhabi, says she is very aware of. Some of her clients are using ChatGPT, and in some cases TikTok, as a way of understanding and navigating mental health issues. She adds that it's fast becoming the norm among her younger clients, mainly those under 40, who are using it as a substitute. Young isn't dismissive when asked about using the technology for mental health support, and says that "it's always best to find a human therapist, but when there are barriers in place, you can use AI to plug the gap." She adds that it should be "used as a coping strategy, rather than companionship". She explains that living in a city with many immigrants, loneliness is something she sees a lot. She adds that AI "could help bridge the gap in therapy after moving to a new place and trying to gather an understanding of new surroundings". The London-trained psychologist encourages people to use it as "a tool when there are barriers stopping you from accessing services". Young gives the example of an 18-year-old patient who has been diagnosed with ADHD and is using ChatGPT to help manage her time more effectively and navigate challenges. She says that, in her opinion, there are several factors that might prevent someone from seeking help with a mental health issue, and technology is a new tool in the box. The cost of therapy was a driving factor for Nenah (name changed to protect privacy) when seeking alternative digital help. She says one-on-one sessions with a professional have become unaffordable following a change in financial circumstances. For the past few months she has been using the chatbot about four times a week to help her process her thoughts and feelings. Overall, she's found it remarkably successful. "Unlike an actual therapist, the chatbot remembers everything I say, asks questions, is more likely to draw on different theories and offers a few options to take," she says. Factors such as shame, fear, money and time all stand in the way of getting people through the door to conventional therapy, according to Young. She stresses that, if therapists help AI to grow, it could be a way to ease some of the strain. Both Young and Nenah mention its significance for men. According to British mental health provider Priory's 2025 statistics, 40 per cent of the 1,000 men polled in the UK have never spoken to anyone about their mental health. This is despite the fact that 77 per cent of those polled have lived with anxiety and depression, as well as high levels of stress. Nenah adds that, as ChatGPT has replaced Google for many of her tech-savvy friends, it means that her male friends are finding it an easily accessible space to ask broader questions about feelings. London psychotherapist Alice Sinclair does not share this optimism. She says, 'Therapy is for connection, connecting to yourself and discovering parts of yourself that aren't serving you, and then working through them. 'To use ChatGPT for that, it's essentially disconnecting you even further from yourself.' She explains that there could be many knock-on effects of not talking to a human, which could slow down the healing process. Trained therapists have an education in body language, which can help pick up on nuances not familiar to the untrained eye, and the use of ChatGPT removes the possibility of that type of analysis. Sinclair also outlines 'a risk of dependency rather than working towards a solution'. Despite her reservations, Sinclair says that she had experimented with the platform, once asking ChatGPT what to do if she experienced suicidal thoughts. She said she was impressed with the results. In her professional opinion, it said everything right, giving a detailed answer, with options of different clinics and numbers to call for immediate help. It seems there might be space for the platform in the evolving mental heath conversation. But the first step remains, for individuals to seek the professional help they need.
