{"id":78004,"date":"2025-06-25T14:34:22","date_gmt":"2025-06-25T11:34:22","guid":{"rendered":"https:\/\/gulftech-news.com\/en\/?p=78004"},"modified":"2025-06-25T14:34:22","modified_gmt":"2025-06-25T11:34:22","slug":"ai-sentiment-among-menas-content-creators-shifts-from-neutral-to-positive-finds-influanswer-arabia-report","status":"publish","type":"post","link":"https:\/\/gulftech-news.com\/en\/2025\/06\/25\/ai-sentiment-among-menas-content-creators-shifts-from-neutral-to-positive-finds-influanswer-arabia-report\/","title":{"rendered":"AI sentiment among MENA\u2019s content creators shifts from neutral to positive, finds InfluAnswer Arabia report"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><em><strong>In the second edition of the InfluAnswer Arabia report, Weber Shandwick shares insights based on the perspectives of content creators in the MENA region<\/strong><\/em><\/li>\n\n\n\n<li><em><strong>Almost half (49%) is positive about AI, indicating a shift from neutrality to positivity<\/strong><\/em><\/li>\n\n\n\n<li><em><strong>63% say a VIP experience is important \u2013 a significant jump from 51% last year<\/strong><\/em><\/li>\n\n\n\n<li><em><strong>Three-quarters (77%) believe that GCC countries are leading positive transformation in tourism and entertainment<\/strong><\/em><\/li>\n\n\n\n<li><em><strong>Brand reputation enters the top three factors in choosing which brands to collaborate with<\/strong><\/em><\/li>\n<\/ul>\n\n\n\n<p>Weber Shandwick MENAT has launched the second edition of <em>InfluAnswer Arabia<\/em>, a report informed by the perspectives of content creators, that delves into the MENA region\u2019s evolving landscape of influencer marketing. The report also explores regional dynamics through the lens of its influencers, highlighting which countries they believe are spearheading positive transformation in specific sectors.<\/p>\n\n\n\n<p>While personal belief in a brand is still the most important factor for creators choosing a brand to work with, brand reputation entered the top three factors for the first time \u2013 overtaking even monetary value. This marks a clear shift from last year, reflecting how creators are thinking more critically about the public perception, values, and credibility of the brands they associate with. Other insights from the report include:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Real-life experiences and brand connections<\/em><\/strong><\/h2>\n\n\n\n<p>With time and physical presence at a premium, creators say events must deliver something beyond the ordinary. Nearly two-thirds (63%) say a VIP experience is important \u2013 a significant jump from 51% last year. However, the most important goal when considering attending an event is still the connection with the brand \u2013 and this sentiment is growing even stronger for creators, from 66% last year to 80% this year.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Positive about AI, concerned about deepfakes<\/em><\/strong><\/h2>\n\n\n\n<p>Positive sentiment toward AI tools has soared as influencers move beyond neutrality into practical implementation and wider experimentation. Almost half (49%) of MENA creators is positive about the use of AI \u2013 up from just 29% last year. Digital creators say the top impact of AI will be the introduction of more advanced tools and analytics (63%), allowing them to automate repetitive tasks and focus more on storytelling. Despite enthusiasm, there is concern about deepfakes, which ranked third (41%) in the most prominent impacts of AI.<\/p>\n\n\n\n<p>\u201cMENA\u2019s influencer landscape continues to mature, and despite increased competition, content creators are growing in confidence. The themes that are driving optimism and progress centre around authenticity, community-building, and strategic diversification in terms of platforms, content types, and monetisation. This year&#8217;s report gives brands a clearer lens into what creators value, and how to build partnerships that are authentic, impactful, effective, and built to last,\u201d says <strong>Ziad Hasbani, Regional CEO, Weber Shandwick MENAT.<\/strong><\/p>\n\n\n\n<p>At the report\u2019s launch event, leading industry figures from Snap, TikTok, and Boehringer Ingelheim joined established regional creators Abdullah Raesi, Emkwan and Safa Srour to discuss the insights and themes impacting the growth and advancement in this dynamic field.<\/p>\n\n\n\n<p>\u201cThis year&#8217;s findings highlight a deeper shift \u2013 towards embracing AI implementation, prioritizing real-world connection, and exploring additional content formats. The best collaborations aren\u2019t just transactional; they&#8217;re built on shared experiences, mutual respect, and brand purpose. As the line between content and community continues to blur, brands that invest in meaningful engagement will stand out,\u201d added <strong>Ghaleb Zeidan<\/strong>, <strong>Regional Managing Director, Weber Shandwick MENAT.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Friendly Gulf competition<\/em><\/strong><\/h2>\n\n\n\n<p>While the friendly competition between the ambitions of some Gulf countries can be seen in the many initiatives of their national visions, such as landmark firsts and business incentives, it\u2019s interesting to see signs of this good-natured rivalry and loyalty spill over into the content creator landscape. Influencers say positive transformation is happening in many sectors, 77% of MENA content creators believe GCC countries are leading positive transformation in the tourism and entertainment industry: 45% say it\u2019s UAE, 26% selected Saudi Arabia, and 10% chose Lebanon.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong><em>Podcasts and purpose proliferate<\/em><\/strong><\/h2>\n\n\n\n<p>While short-form content continues to dominate, long-form content is growing in prominence. Many creators are experimenting with lengthy, in-depth content types that allow for more personal storytelling and authentic expression. Nearly half (48%) are considering exploring opportunities around podcasting, and 11% say podcasting is already a key component of their content strategy. <\/p>\n\n\n\n<p>Additionally, six in ten MENA creators say that they posted more in the past year about causes they care personally care about.<\/p>\n\n\n\n<p>As the demand for thoughtful, values-aligned partnership grows within the marketing communications industry, <em>InfluAnswer Arabia 2025<\/em> offers key insights for brands seeking effective collaborations that can enliven their brand narratives and enable deeper connections with audiences. <\/p>\n\n\n\n<p>Weber Shandwick MENAT, a leading earned-first PR and communications agency, supports clients throughout the region \u2013 including Abu Dhabi, Doha, Dubai, Kuwait, Riyadh, and beyond \u2013 in cultivating meaningful, market-relevant connections with the creator community.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the second edition of the InfluAnswer Arabia report, Weber Shandwick shares insights based on the perspectives of content creators in the MENA region Almost half (49%) is positive about AI, indicating a shift from neutrality to positivity 63% say a VIP experience is important \u2013 a significant jump from 51% last year Three-quarters (77%) &hellip;<\/p>\n","protected":false},"author":2,"featured_media":78005,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[644],"tags":[227,2999],"class_list":["post-78004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communications-technology","tag-ai","tag-influanswer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - 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