Maha Ayash of TEAM LEWIS on how generative AI is changing Middle East brand storytelling

Maha Ayash of TEAM LEWIS argues that Middle Eastern countries are among the leaders in AI adoption, and that generative AI is changing how brands in the region communicate.

Use of generative AI in media and creative work is rising sharply, she says. In Dubai, Riyadh and other hubs focused on digital transformation, marketers are using AI tools to generate ideas, produce content and personalise it at a speed and scale not seen before.

Audience attitudes are shifting too. Ayash says the UAE stands out globally for growing trust and optimism around AI. The report Trust or Concern? Gen AI in Media found that 62% of people living in the UAE would probably trust news generated by AI at least as much as news written by humans.

She says that growing trust extends beyond news into brand storytelling. While authenticity and a human touch remain essential, there is rising interest in what AI tools can do creatively.

AI now allows brands to deliver highly personalised content, automate production of quality visuals and copy, adapt stories and images in real time according to audience engagement, and introduce virtual influencers, creating experiences that were previously unimaginable.

Balancing innovation and authenticity

As AI content becomes part of daily life, Ayash says, questions about authenticity and trust will persist. There is enthusiasm for AI's creativity and speed, but real concern over whether content feels genuine.

She argues brands should treat AI as an amplifier of creative work rather than a replacement for people. To stay authentic, they need to stick to their own identity, tone and messaging, which means teaching AI tools the brand's own values and language so that all content reflects the brand's personality.

Human review is also vital, she says. Every AI-generated asset should be checked and refined for authenticity and consistency, so brands gain speed and scale without sacrificing their storytelling.

Historic Jeddah

Ayash cites a recent project in which Google Arts & Culture worked with Saudi Arabia's Ministry of Culture on an official digital page for Historic Jeddah, a UNESCO World Heritage Site.

The project uses digital technology and AI to bring the district's cultural and historical importance to life. Its AI-powered walking tours let users take individual virtual journeys, pairing technology with genuine storytelling so that history becomes interactive, personal and easy to access.

Ayash says the initiative preserves cultural heritage while using AI to create immersive experiences, showing that brands and institutions can use the technology to strengthen their voice and values as well as improve efficiency. By training AI on culturally specific stories and keeping people involved in content creation, she argues, the ministry has protected the authenticity of its message.

More brands across the region are following suit, she says, exploring how AI content and experiences can deepen engagement and drive innovation without losing their identity.

New skills for creatives

As these approaches spread, Ayash says, expectations of creative professionals are changing, requiring new skills, fresh perspectives and a readiness to treat technology as a creative partner.

Creatives today are strategists and technology enthusiasts as well as designers, writers and storytellers, she argues. Because AI can be used for ideation, production and personalisation, they must be comfortable working with it to extend their vision.

With new AI platforms appearing constantly, she says experimentation is essential, along with adaptability and a willingness to keep learning.

Ayash argues the Middle East stands out for its appetite for innovation and is setting new standards for immersive storytelling, and that the region's marketing future will belong to those ready to experiment and adapt.