Marketing and Communications for a Sustainable Future

What happens to marketing when the audience is a machine? AI agents are already negotiating with AI agents. This isn't a channel shift. It's a participant shift. And the window to prepare is measured in months, not decades.

Most marketing strategies in Saudi Arabia fail before they launch. Not because the people are incompetent, but because the thinking is flat. One brief. One KPI. One dimension. The market moves in five directions at once. The question is whether the marketer has kept up.

Being exceptional is isolating. You're wired differently. What others see as extra, you see as standard. Most will never operate at your intensity, and that's the price of being rare. Stay obsessed, stay relentless, stay uncommon. Just don't expect the world to keep pace.

Campaign thinking is dead in Saudi. Vision 2030 demands ecosystem marketing—sustained narratives that evolve over years, not quarters. Stop planning in bursts. Start building for 2030