Every brand in the Kingdom is being told to “use AI”. Few are told how to use it well. Here is how we use it on real campaigns, and the mistakes we see most often.
Start with the idea, not the tool
AI is very good at producing things. It is not good at deciding what is worth producing. The campaigns that work still begin with a clear insight about people: what they want, what annoys them, what would make them stop scrolling.
Once that insight is clear, AI becomes a multiplier. It lets a team explore ten visual directions in the time it used to take to sketch two, and kill the weak ones before anyone spends money on a shoot.
Where AI actually helps
In our work, the biggest wins come from four places:
- Concept testing. Quick mock-ups of several ideas so clients can react to something real, not a description.
- Content at volume. Dozens of on-brand variations for different platforms, formats and audiences.
- Personalisation. Messages and visuals that adapt to the person seeing them.
- Experiences. Generators, filters and AI portraits that people want to try and share.
Keep your brand’s voice
The fastest way to make AI work look generic is to accept the first result. Every output should pass through the same filter as any other creative: does this look and sound like us?
“AI should make your brand more itself, not more like everyone else.”
We build simple brand rules for every AI workflow: colours, framing, tone of voice, words to avoid. Then a person reviews everything before it goes out.
Make it feel local
Most AI models were trained mostly on Western content. Left alone, they get Saudi settings, clothing and Arabic typography wrong. Audiences notice immediately.
That is why local direction matters: references from the Kingdom, Arabic copy written by people, and a team that knows when something feels off.
Set the rules early
Before any AI campaign launches, agree on three things: what data can be used, who owns the outputs, and how you will tell your audience that AI was involved. Getting this right protects the brand and builds trust.
