By: Maha Ayash: Head of UAE, TEAM LEWIS

Throughout 2025, we witnessed a significant acceleration in the adoption of interactive digital campaigns across the MENA region. Brands and organisations invested heavily in immersive experiences, real-time engagement and data-driven content, reflecting the region’s digitally savvy audience. However, despite frequent predictions that traditional PR would be eclipsed by digital, this year demonstrated that the most powerful and effective campaigns are those that successfully blend both disciplines. 

Rather than operating in silos, PR and digital strategies increasingly worked in tandem, leveraging the credibility and narrative strength of PR with the reach, agility and personalisation of digital platforms. This integrated approach enabled brands to amplify their stories, respond rapidly to trends and foster authentic connections with diverse audiences. 

Success in today’s communications landscape requires a holistic strategy, where storytelling, reputation management and digital innovation are seamlessly aligned. Those who embraced this synergy achieved greater impact, stronger trust and long-term engagement. The future of communications lies in integration, adaptability and a deep understanding of both the art and science of engagement.

In 2026, the integration of AI will become more transformative across PR and marketing campaigns. The role of AI as a creative partner will evolve, enabling hyper-personalised content, real-time audience engagement and dynamic storytelling at scale. 

Brands and agencies will harness AI to unlock new levels of creativity, generating tailored messages, immersive experiences and interactive campaigns that resonate with diverse audiences. With advanced analytics, brands will be able to identify emerging trends, and ensure campaigns are inclusive and reflective of the region’s diversity. 

As people become more invested in community, social responsibility, and authentic connections, AI will empower organisations to respond to what truly matters to their audiences. By leveraging AI, organisations can create purpose-driven campaigns that foster genuine community engagement and drive positive change. 

The true winners in 2026 will be those who use AI not merely for efficiency, but as a catalyst for creativity, empathy and meaningful impact. This will set new standards for innovation and responsibility in communications and make a tangible difference in the communities they serve. Ultimately, the most successful brands will be those that combine technological innovation with human insight, building trust and lasting relationships in an ever-evolving landscape.