AI adoption is no longer in question. Anismita Ghosh writes how Navigate Now and Next Dubai showed having tools is not enough: structure, not technology, decides who turns signals into fast action and who stays stuck theorising.

The pace of digital and technological change has never been greater, bringing with it extraordinary opportunities to drive growth, build brands and deliver exceptional customer experiences. A summary of our global Navigate Now and Next series from five of our hubs.

Member Interview with Ben Thomas, Creative Director, JWI

Member Interview with Madelina Cretu, Marketing Director, Ex Alcatel-Lucent

Member Interview with Mohamed Helmy, Paid Marketing Lead

Member Interview with Namita Ramani, Founder and CEO, Above Digital

Member Interview with Shyam Sunder, Founder and CEO, the1collective

Member Interview with Lana Bdeir

This articles by Manesh Murthy explains how AI is triggering a shift in marketing, enabling smaller, smarter agencies to expand into full business impact while delivering faster, cheaper, and more integrated solutions.

This article looks at how AI is a curator of existing brand reputation rather than a creator, meaning organisations must focus on strengthening their external signals and test at scale to understand how they're being represented in AI outputs.