MMA AI Adoption Study 25 | MEA is a joint study by MMA Academy and Kantar Insight exploring how organizations apply AI in Marketing and Customer Experience (CX) across Türkiye, MENA, and South Africa. Based on interviews with 115 CMOs and senior marketing executives (Türkiye: 39, MENA: 42, South Africa: 34), the report maps AI awareness and adoption stages, the top application areas and measurable goals, how companies measure AI impact, and the organizational factors shaping progress—such as leadership readiness, culture, governance, obstacles, and talent plans.
Fieldwork: October 6, 2025 – December 4, 2025.
