Most AI projects we see across the Gulf are quietly failing. Not loudly. There’s no crash and no post-mortem. The pilot just goes quiet, the enthusiasm fades, and a year later, the business is roughly where it started, only now with a subscription it isn’t really using. It’s almost never because the technology doesn’t work. … Read more
Most weeks, I’m across the table from a CEO somewhere in the Gulf. Real estate, financial services, government-adjacent businesses. A year ago, the AI conversation was polite and abstract: what is this, and does it matter? Now it’s sharper, and a bit more uncomfortable: what do I actually do about it, and am I already … Read more
This is not a story about AI being bad for marketing. It is a story about what happens when powerful tools meet organisations that have not yet built the infrastructure to govern them.
