Redefining the future of marketing in the Kingdom and beyond with AI-Driven Automation

Across the Middle East, marketing leaders are navigating an era of unprecedented change. As digital channels proliferate and consumer expectations rise, the pressure to deliver measurable results has never been more intense. Globally, 87% of senior marketing executives report campaign performance challenges over the past year, with nearly half forced to halt initiatives prematurely due to underwhelming outcomes. Within this climate of disruption, one solution is emerging as a strategic imperative: artificial intelligence-driven automation.

This shift is not merely theoretical. According to a recent study conducted by NewtonX, surveying more than 1,200 executives and marketing professionals across nine countries, confidence in AI is particularly strong in the Kingdom of Saudi Arabia. An overwhelming 93% of Saudi executives believe AI-powered automation will be central to future business growth, while 96% of advertisers agree it will fundamentally reshape how organisations innovate and compete.

Unlocking value through intelligent automation

The commercial case for AI adoption is compelling. Nearly two-thirds (62%) of respondents across the region expect AI-driven automation to deliver cost savings of up to 50% within their marketing departments. Meanwhile, 84% of executives anticipate tangible returns on AI investments within the first year, underscoring the urgency with which organisations are embracing these technologies.

Yet, as with any transformation, challenges remain. On a global level, 40% of marketers point to a shortage of skilled talent as a key obstacle, while 45% cite concerns around data privacy and regulatory compliance. Despite this, sentiment in the region remains notably optimistic. Saudi marketers and advertisers overwhelmingly agree that AI automation will significantly enhance operational efficiency, with 96% of executives confident that predictive AI will improve their professional performance, particularly in areas such as media optimisation and sales forecasting.

Social platforms as catalysts for AI innovation

As marketing strategies evolve, social platforms are increasingly at the forefront of AI innovation. TikTok, in particular, has emerged as a benchmark for AI capabilities in social and video marketing, with 79% of advertisers globally identifying it as the platform they associate most closely with advanced AI functionality.

In Saudi Arabia, this perception is even more pronounced. Some 83% of marketers believe TikTok is leading the market in AI-driven innovation, while between 77% and 93% agree that its AI-powered tools enable brands to operate with greater speed and precision. Globally, 63% of advertisers rate TikTok’s AI capabilities as superior to those of competing platforms, with more than half placing it firmly at the forefront of marketing automation.

Central to this leadership is TikTok’s expanding suite of AI solutions. Tools such as Symphony, a generative AI offering designed to enhance video production, scriptwriting and creative optimisation, and Smart+, an AI-powered advertising solution that automates campaign management to improve performance and return on investment, are increasingly viewed as essential assets. With 78% of Saudi companies planning to increase their investment in AI automation, TikTok offers an integrated ecosystem where creativity, targeting and optimisation converge seamlessly.

Charting the next chapter of digital marketing

Looking ahead, TikTok continues to distinguish itself as a long-term partner in AI-driven transformation. Globally, 78% of advertisers and executives agree that the platform is continuously innovating in this space, while 96% believe its AI tools are on par with or exceed those of its competitors.

Momentum is set to accelerate further. More than three-quarters of advertisers worldwide expect to increase their use of TikTok’s existing AI solutions within the next six months, and seven in ten express strong enthusiasm for forthcoming AI functionalities. Innovations such as Smart+, real-time engagement optimisation and advanced market analytics are poised to help brands stay aligned with rapidly shifting consumer behaviours.

In an era defined by complexity and competition, TikTok’s approach represents more than a response to market pressures, it is an active effort to shape the future of marketing. By harnessing AI-driven automation, the platform is enabling brands across Saudi Arabia and the wider region to innovate with confidence, optimise with precision and grow sustainably.

The message from industry leaders is unequivocal: TikTok is no longer simply a platform. It is a strategic ally in the pursuit of marketing excellence. For organisations ready to embrace the next frontier of digital growth, the future is not approaching – it has already arrived.