At Cannes Lions 2026, 13,000+ marketing leaders from 92 countries gathered around a single question: Where does creative advantage come from once AI handles capacity?
This report argues that the advantage has migrated. It is no longer a technology problem. AI compresses production and testing, but it cannot decide what is worth making, how a brand should behave, or which investment deserves to scale.
MMA AI Adoption Study 25 | MENA, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in MENA are adopting AI across Marketing and Customer Experience (CX).
