Highlights and insights from Navigate: Now and Next 2026 Dubai. Building AI capability, not renting it. The discussions centred on listening before creating, with social intelligence, agentic operating systems and brand memory identified as the foundation no tool alone can replace. The emphasis was on personalisation over averaging, premium environments outperforming generic reach, and the traditional funnel giving way to single-moment, creator-led journeys, with marketing success increasingly dependent on judgement and structure rather than the technology itself.

A new report by The Marketing Society in partnership with Serviceplan Group Middle East brings together insights from senior GCC marketing leaders and will feature across our events and discussions throughout 2026.