Latest news with #AhmedNoureldin
Campaign ME
27-02-2025
- Business
- Campaign ME
Will AI agents become the go-to for content creation, customer interactions?
AI has become a staple in every marketing and communications conversation, streamlining tasks and enhancing efficiency. From content creation to customer interactions, AI capabilities continue to expand. However, alongside its benefits come concerns — privacy risks, content copyright issues, and instances of AI missteps have sparked debate. With both the opportunities and challenges in mind, we asked a range of industry experts if we will see a greater move towards AI agents for tasks such as content creation and customer interactions? Kartik Aiyar Head of Creative, Tuesday Communications The answer is layered. On one hand, the appeal of AI agents is undeniable. They excel at tasks requiring speed, precision and the ability to process massive amounts of data. Content generation tools such as ChatGPT can now produce blog posts in a fraction of a second. Similarly, in customer service, AI-driven chatbots are revolutionising brand-audience engagement by providing instant, round-the-clock support. However, these advancements come with challenges. For instance, when creating campaign visuals, I sometimes question whether the AI is synthesising its output from existing work that's already out there. Privacy concerns are another pressing issue, as AI tools often rely on user data to deliver personalised outputs. The more accurate the data fed into these systems, the better the results – but this raises important questions about how much information we should input and how it's being handled. Moreover, while AI tools are impressive, they cannot function without human intervention and ingenuity. They lack the human touch – the intuition, empathy, cultural awareness and contextual understanding that are critical in content creation and customer interactions. Quite often, I've seen AI misinterpret context or generate outputs that miss the mark entirely. So, will we see a greater shift toward AI agents for these tasks? Absolutely. The efficiency and scalability that AI offers are undeniable, and its adoption will only grow as the tools become more advanced and accessible. However, this doesn't mean humans will be replaced. Instead, I envision a collaborative future where AI acts as an aid, handling repetitive, time-intensive tasks and freeing us to focus on strategy, creativity and emotional connection – the elements AI still can't replicate, at least for now. Ahmed Noureldin Head of Sales – Dubai, BackLite Media AI is transforming marketing and communications, as seen in recent campaigns like Coca-Cola's AI-generated initiatives and AI-driven virtual assistants for customer satisfaction. AI will play a significant role in advancing marketing, making innovations like hyper-personalisation and sentiment analysis possible. However, we must also address ethical concerns related to privacy and copyright. AI is fundamentally a tool, and its impact depends on how humans use it – like a knife that can either aid food preparation or cause harm. To navigate these ethical dilemmas, companies should adopt ethical AI practices, governance must implement clear regulations, and audiences should hold companies accountable for unethical behaviour. While ethical challenges are important, I believe AI's benefits far outweigh its downsides. Instead of deterring us, these challenges should motivate us to use AI responsibly and creatively. Bachir Zeidan Head of Digital Media Services, BPN MENA We're already there, with the shift towards AI agents for content creation and customer interactions rapidly accelerating. Businesses are increasingly adopting AI for efficiency, scalability, and personalisation. Companies such as OpenAI with ChatGPT, Writesonic and are already assisting in generating blog posts and content copies. In customer service, AI tools such as Zendesk's chatbots and Interactions LLC's virtual assistants are handling inquiries, reducing wait times and costs. As AI continues to advance, we move closer to the concept of singularity or general artificial intelligence (GAI), when human intelligence converges with machine intelligence. This progression will drive adoption across industries, delivering seamless user experiences and transforming the way businesses operate. Jamal Almawed Founder and Managing Director, Gambit Communications Unfortunately, yes, but that doesn't mean it's the right way forward. Artificial intelligence is undeniably useful for enhancing customer segmentation and targeting, programmatic advertising, search optimisation, chatbot effectiveness and data-driven personalisation of content. However, it remains far from being a viable replacement for humans in content creation and customer service – areas that demand a deep understanding of tonality and nuance. The reality is that many agencies view AI as a significant cost-saving tool and are adopting it regardless. They may be in for a wake-up call in 2025. Mark Gomis Abeysinghe Content Manager, MCH Global AI is reshaping the future of marketing and communications, delivering innovative solutions in an industry driven by efficiency and personalisation. Its ability to manage large-scale content creation, analyse trends, predict behaviours and deliver tailored outcomes has made it an indispensable tool for modern marketers. While concerns around privacy and ethics remain valid, ongoing advancements in AI regulation and accountability are steadily addressing these challenges. In creative industries, AI doesn't replace human talent but serves as a powerful ally, enhancing productivity, streamlining processes and enabling teams to focus on strategic, high-impact tasks. The future lies in hybrid models, where humans and AI collaborate to achieve creativity and authenticity in meaningful ways. Benjamin Thomas Creative Director, JWI There are two questions here, and they require two very different answers. AI for customer interactions? That's an easy yes. It's fast, cost-effective, and keeps customers satisfied with near-instant responses. While not every reply will be perfect, speed and scale ultimately win out. Content creation, however, is a different story. AI is clever, but it's not original. Great content requires a human spark – the wit, empathy, and imagination needed to connect with real people. Platforms shift, trends evolve and audiences become savvier by the day. AI can assist, but it won't lead the charge. To inspire or spark something new, human creativity remains essential. Ibrahim Hasan Head of McCann Content Studios, MENA AI is a powerful tool, but the real danger lies in how we, as marketers, approach it. Automation enhances efficiency, but it cannot replace the ownership of our creative process. If we rely too heavily on AI and stop holding ourselves accountable for originality, we risk losing the essence of creativity. That's not just dangerous, it's also negligent. AI should enhance our work, not diminish the spark that makes it uniquely human. The key is balance: using AI to accelerate and amplify while ensuring it doesn't take over. Creativity thrives on ownership, and that's something no algorithm can replicate.
Zawya
10-02-2025
- Business
- Zawya
Tatweer Misr launches 2025 strategy to implement corporate governance and achieve optimal performance
Dr. Ahmed Shalaby: Executing ambitious plans for a new organizational structure to achieve significant sales growth, increasing rate of unit deliveries, and development of financial solutions to achieve corporate and financial goals Cairo: With more than a decade since its inception, Tatweer Misr has successfully positioned itself as one of Egypt's leading real estate development companies, establishing smart and sustainable urban communities that cater to both current and future clients' needs. The company has also played a crucial role in driving national economic growth by creating thousands of direct and indirect job opportunities and delivering a return on investment to shareholders. Entering a new historic phase in 2025, Tatweer Misr is adopting a new strategy focused on implementing corporate governance regulations to achieve maximum growth rates, improve operational efficiency, and enhance performance oversight. The strategy also supports the company's transition towards corporate sustainability, preparing it for an initial public offering (IPO) in the medium term. Additionally, the strategy reinforces Tatweer Misr's commitment to integrating environmental sustainability standards across its projects to ensure the development of smart and sustainable communities. Dr. Ahmed Shalaby, President & CEO of Tatweer Misr, commented: 'We are proud of what we have accomplished over the past decade in solidifying our leadership in the Egyptian real estate sector. Our strategy has always been driven by a commitment to developing urban communities that clare both sustainable and smart, delivering added value to our clients, partners, and shareholders while supporting the Egyptian economy. Today, we are ahead of a new challenge—transitioning our company towards corporate sustainability through compliance with corporate governance regulations that will propel the company into its next phase. Our strategy aims to expand our projects locally and internationally while setting a benchmark in governance and sustainability that contributes to the growth of the real estate sector and reinforces national GDP. Additionally, we are executing ambitious plans for a new organizational structure to achieve significant sales growth, increase the rate of unit deliveries, and develop financial solutions to achieve corporate and financial goals.' Tatweer Misr has commenced its new strategy by implementing comprehensive organizational restructuring aligned with its future goals and expansion plans. This restructuring includes the introduction of new senior management positions assigned to prominent industry professionals in Egypt's real estate sector to enhance institutional efficiency and achieve the company's long-term aspirations. As part of this organizational restructuring, Mr. Ahmed Noureldin has been appointed Chief Financial Officer (CFO), a strategic role responsible for overseeing financial controls, investor relations, and coordination with banking and non-banking financial institutions. His responsibilities also will include developing financial solutions to support project funding and achieving the company's financial goals, ensuring financial stability and sustainable growth. Furthermore, Mr. Ihab Salama has been appointed Chief Portfolio Officer & CEO of Tatweer Misr Education. In this role, he will oversee non-residential projects and all education-related initiatives, expanding the company's portfolio and reinforcing its commitment to diversification and sustainability. Additionally, Mr. Mohamed Rashad has assumed the position of Chief Internal Audit Officer, tasked with overseeing internal audit, compliance, and risk management, thereby enhancing corporate transparency and governance. Tatweer Misr's strategy also emphasizes raising awareness of sustainable development goals by leveraging the role of Dr. Ahmed Shalaby, President & CEO of Tatweer Misr, as a board member of the UN Global Compact Network Egypt and a founding member of Chapter Zero Egypt. The company remains focused on showcasing the economic benefits of environmental and social sustainability practices across various sectors. Tatweer Misr will continue to share its best practices in sustainability at local, regional, and international forums to highlight advancements in the Egyptian real estate sector, support increased real estate exports, and open new markets for Egyptian developers. As for operational and financial goals for 2025, Tatweer Misr's 2025 strategy targets significant sales growth, aiming to reach EGP 35 billion in total sales. The company is also working on accelerating its construction pace through allocating around EGP 14 billion to facilitate the delivery of over 2,000 residential units across its projects. Furthermore, Tatweer Misr will continue to diversify its investment portfolio and enhance its unique offerings to create vibrant, fully integrated communities. The company is also working on exploring new investment opportunities and increasing its land bank to further enhance its positioning in the real estate sector. These strategic moves come after a record-breaking performance in 2024, during which Tatweer Misr has succeeded in exceeding its targets. The company achieved contractual sales of over EGP 33 billion, surpassing its goal of EGP 32 billion—the highest sales figure in its history—bringing total accumulated contractual sales to approximately EGP 82 billion. Additionally, the company prepared more than 1,400 units for delivery across projects such as Fouka Bay, D-Bay, IL Monte Galala, and Bloomfields, having invested over EGP 7 billion in construction activities. This brought the total number of ready-for-delivery units across Tatweer Misr's projects to 4,800. From unit sales perspective, Tatweer Misr sold over 2,350 residential units in 2024, increasing its total client base to more than 16,000 families. The company's 'Salt' project led sales, with 940 units sold, followed by 'D Bay' (410 units), 'Bloomfields' (380 units), and 'IL Monte Galala' (310 units). Additionally, 205 units were sold in 'Fouka Bay' and 105 in 'Rivers,'. During the last month of 2024, Tatweer Misr has successfully launched a new project entitled 'Scenes' in Mostakbal City, New Cairo. With this addition, the company continues to spread its footprint across Egypt's strategic real estate locations.
