UDC 339.138:004.8
DOI: 10.36871/ek.up.p.r.2025.06.02.011
Авторы
Nahshal Burhan,
Peoples’ Friendship University of Russia
Аннотация
Artificial Intelligence is revolutionizing marketing across the globe, yet a vast majority of Arabic-speaking consumers are still out of reach. this article, explores a vital issue: AI marketing technology is currently struggling with Arabic campaigns. The Arabic language’s inherent complexity — including its numerous dialects, cultural sensitivities — is frustrating algorithms developed primarily on English data.
We identify the reasons why existing AI solutions fall short and assess the implications for marketers operating in the Middle East. The study shows how limited support for Arabic NLP and general platforms cause an engagement gap. Unlike most of the technology discussion, this study is practical in nature. It relies on industry cases and existing research to establish real barriers holding back AI in Arabic marketing. The task is straightforward: to identify the main technical and cultural gaps hindering AI from effectively “understanding” Arabic consumers and to provide feasible solutions for closing them. We discuss strategic enhancements — spanning resource redirection to local language AI technologies and content customization to various dialects — that can close the gaps. As a takeaway, this executive summary provides a brief blueprint for marketers and policymakers. It illustrates how addressing Arabic-language challenges in AI is not merely a language issue, but a business opportunity. With these insights in hand, entrepreneurs and innovators can unleash AI’s entire potential in the Middle East, engaging new consumers in a more targeted, effective way.
Ключевые слова
Arabic NLP, AI marketing, Middle East, cultural adaptation, digital advertising, language localization, consumer engagement
