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EMARKETER

Middle East Trends to Watch in 2026

AI Redefines Commerce and Advertising While Creator Tensions Rise in the Gulf Region

Report by Matteo Ceurvels, Bill Fisher, Carina Lamb  |  Dec 16, 2025

Top Trends to Watch in 2026

Need-to-Know Trends Reshaping the Digital Future

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Table of Contents
AI-first commerce will become the default for the region’s digitally savvy population
AI enthusiasm will turn the Middle East into a hotspot for AI-generated advertising
Tensions will rise between creators and the state as creator video viewing continues to surge
Sources
Media Gallery
About This Report
AI-assisted shopping and advertising will surge as the Gulf states support innovation, but a creator content boom will cause tensions around censorship.
Topics
Artificial Intelligence (AI)
Digital Shoppers & Buyers
Digital Advertising
Middle East & Africa
Table of Contents
AI-first commerce will become the default for the region’s digitally savvy population
AI enthusiasm will turn the Middle East into a hotspot for AI-generated advertising
Tensions will rise between creators and the state as creator video viewing continues to surge
Sources
Media Gallery

As the Gulf region’s young, digitally fluent population drives rapid adoption of AI shopping and advertising tools, retailers and tech firms will scale AI-powered search, assistants, and agentic checkout. And while consumer appetite for creator content soars, stringent state censorship is causing tensions as the region opens to global audiences.

authors

Matteo Ceurvels, Bill Fisher, Carina Lamb

Contributors

Suzy Davidkhanian
VP, Content
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Amy Rotondo
Director, US Research
Tracy Tang
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Paul Verna
VP, Content
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