From content creation to media buying, artificial intelligence is quietly reshaping how campaigns are built, delivered, and optimised across the GCC.

In the UAE and across the GCC, artificial intelligence has moved well beyond the stage of experimentation. What was once a buzzword discussed in boardrooms is now deeply embedded in the day-to-day execution of advertising. Brands are no longer testing AI—they are relying on it to run campaigns, generate content, and make increasingly precise decisions about audience targeting and timing.

On the creative front, the shift is particularly visible. AI-powered tools are now capable of producing ad copy, visuals, and even short-form video content at a pace that would have been unthinkable just a few years ago. For marketers operating in a market like the UAE—where campaigns often need to speak to audiences in both English and Arabic, while also resonating across a diverse mix of nationalities, this level of speed and adaptability is more than a convenience. It is becoming a necessity.

Behind the scenes, machine learning has also transformed how media buying is approached. Traditional methods that relied heavily on instinct or retrospective performance reports are steadily being replaced by systems that analyse audience behaviour in real time. These platforms continuously optimise campaign performance, adjusting budgets and placements based on how users interact with content.

In the UAE’s PR ecosystem, brands are already leveraging platforms such as Meltwater, Brandwatch, and Sprout Social to better understand media performance, audience sentiment, and the broader buying landscape.

AI is also influencing emerging advertising formats. Digital billboards, for instance, are becoming more responsive, using live data inputs to tailor content based on factors such as time of day, location, and audience movement. Similarly, augmented reality experiences are beginning to incorporate behavioural insights, offering more contextual and interactive brand engagements.

Looking ahead, the trajectory appears clear. Advertising is moving towards deeper automation, more intelligent recommendations, and tighter integration between creative tools and analytics platforms. The industry is shifting from a model centred on broadcasting messages to one that focuses on responding to audiences in real time, with context and precision.

In this evolving landscape, AI is no longer just an enabler, it is becoming the foundation on which modern advertising is built.

Exclusive Interview with Helen Olds- Director, BISJ

In what ways are schools in Saudi Arabia adapting their curriculum to support different learning styles, from academic-focused to practical, skills-based education?

Many schools in Jeddah tend to specialise in a single post-16 pathway.
BISJ is unique in offering all three leading pathways – the International
Baccalaureate (IB), A Level and BTEC: all under one roof. This breadth
allows us to cater to every type of learner, from those who thrive in
rigorous academic programmes to those who excel in practical, skillsbased learning.
Some of these pathways also allow for carefully designed
combinations, giving students opportunities to cross over and tailor
their studies even further. This added flexibility ensures that each
student can create a pathway that truly fits their strengths, preferred
way of learning and future aspirations.
By providing this range of options, BISJ gives students freedom to shape
their academic and career journeys with confidence and clarity.

BISJ hosts students from more than 60 nationalities—how does this cultural diversity shape the learning environment and overall school experience?

Our diversity is one of our greatest strengths. With over 70 nationalities
represented, BISJ is a truly international community where students
learn to appreciate different perspectives, traditions and worldviews.
We celebrate our diversity, leveraging the many things we share in
common to achieve our collective goals.
This cultural richness enhances classroom discussions, deepens
global understanding and helps students develop empathy and
intercultural competence; skills that are invaluable in today’s
connected world.
Beyond the classroom, diversity shapes our ethos, traditions,
languages, leadership opportunities and community events, creating an
environment where every student feels heard, respected and
empowered.

How does offering IB, A-Level, and BTEC pathways help students choose an academic path that best matches their strengths and future goals?

Every student learns differently. By offering three internationally
respected pathways, BISJ provides a personalised approach that gives
students the autonomy to choose the route that best suits their learning
style and future aspirations:

• IB for those seeking academic breadth, critical thinking and
  research-driven learning.
• A Level for students who excel when specialising deeply in a small
  number of subjects.
• BTEC for students who prefer applied, practical learning and wish to
  build industry-relevant skills.
  This personalised flexibility means students are not placed in a onesize-fits-all system. Instead, they can select the qualification that sets
  them up for success, whether that is admission to top global
  universities or preparation for a full breadth of career pathways.

How do you balance the need for global academic competitiveness with the cultural and regulatory requirements of operating in Saudi Arabia?

At BISJ, we see this balance as an opportunity rather than a challenge.
We provide a truly global education aligned with the expectations of
BSO, Cambridge International, CIS, COBIS, HMC, IB and NEASC, while
fully respecting and integrating Saudi cultural values and Ministry of
Education regulations.
Our curriculum offers a rigorous framework enriched by both local and
international contexts. It incorporates global best practice whilst
celebrating the Kingdom’s history, traditions and language.
We prepare students for success at leading universities around the
world, ensuring they graduate as culturally aware and responsible
members of the society in which they live. This dual commitment allows
our students to be both globally competitive and locally grounded.
Many BISJ graduates return to Saudi Arabia to make a positive
contribution to their communities and to the Kingdom’s Vision 2030.
BISJ remains, at its heart, a true community school.

In what ways does BISJ ensure that students not only achieve academic success but also develop essential life and leadership skills?

BISJ’s Core Pillars – Learning to Live, Learning to Learn, Learning to Lead
underpin everything we do. Academic achievement is only one part of a
BISJ education.
We provide students with extensive opportunities to grow as leaders,
collaborators and global citizens through a broad and well-curated cocurricular programme that includes:

• Outdoor Learning
• A rich range of activities in the arts, sport, music and Science,
  Technology, Engineering, the Arts and Mathematics (STEAM)
• The Duke of Edinburgh’s International Award
• Model United Nations and student-led conferences
• Community engagement opportunities
• Summer camps
• Leadership pathways
• Robust wellbeing and pastoral systems that support personal
  development
  This holistic approach ensures that our students leave BISJ not only
  academically prepared, but confident, grounded, and ready to thrive in
  any context.

Amalsha VS

MODERN, AESTHETIC & CHARACTERFUL

The current-gen Nissan X-Trail takes a sharper exterior approach compared to the previous generation’s smoother, more curvaceous design language. Although not as boxy as the earlier generations, I personally think the latest X-Trail has a bit more character than its immediate predecessor. It blends in well while standing out just enough not to be an NPC-looking generic modern SUV. And the model we drove, garbed in Boulder Gray Pearl, perfectly adhered to this design philosophy.

FAST & FUN ENOUGH FOR ON-ROADING AND SOFT-ROADING

The 2025 Nissan X-Trail offers a striking combination of everything you would expect from a midsize SUV.

Looking at the X-Trail’s evolution since its inception, it has evidently transitioned into a softer version after each generation. But this time, we felt that it has travelled back to its “Tough Gear” roots, reviving a bit more of its original prowess in tackling minor sessions off the paved path. Hence, we found the new X-Trail performing admirably at whatever we threw at it, ranging from the hectic Sharjah-Dubai commute to speed bursts on some trails, although nothing like proper dune bashing in the desert.

The 2025 Nissan X-Trail is powered by a 2.5-liter naturally aspirated four-cylinder motor, mated to a CVT transmission, pushing out a respectable 181 horsepower and 244 NM of torque. These figures are competent enough, and the transmission is tuned well-enough to deliver satisfying kicks without ever getting stuck in the stagnancy of the “rubber band effect” often associated with CVT transmissions. The all-wheel-drivetrain does a respectable job in delivering confident and dynamic handling on and off the tarmac. However, if you’re seeking something that can deliver decently hardcore off-roading abilities, you should consider the bigger, bolder, Nissan X-Terra.

Highway-cruising at 160 kph is effortless as a breeze, with no stability issues or crosswind scares whatsoever.

There are five drive modes to choose from, namely Auto (the equivalent of Normal/Comfort for Nissan), along with ECO, Sport, Snow and Off-Road. Auto mode redeems its identity by delivering an evidently noticeable shift in the way the X-Trail behaves under different driving conditions and styles. Efficiency is impressive in ECO mode, and still respectable in Sport mode, which unlocks the full potential of the X-Trail. 0-100 kph took just above the 8-second mark in our testing, and highway-cruising at 160 was effortless as a breeze, with no stability issues or crosswind scares whatsoever.

WELL-BUILT WITH ALL THE COMFORT AND TECH YOU’LL EVER NEED

The interior of this midsize Nissan turned out to be more plush and comfy than we expected. Although there are both five-seater and seven-seater variants available, we would call it a 5+2-seater in real world conditions and recommend the third-row to be reserved for kids. The seats are well cushioned with plenty enough electrical adjustments provided, especially if you’re obsessed with finding that perfect driving posture like some of us. The second row too is decently spacious, with enough space for three adults without sacrificing headroom or legroom.

It is more than practical enough for families & luxurious enough to deliver a wow factor each time you step into it.

Another point to note is the presence of enough physical, tactile buttons. I personally consider this a blessing in today’s world where automakers tend to cram everything into a single, lifeless touchscreen screen or even worse, assign them to touch-sensitive buttons.

PLENTY OF TECH FEATURES

A pair of 12.3-inch screens are provided, one as the central infotainment touchscreen and the other as the instrument console. A head-up display which lets you glue your eyes onto the road and wireless charging are also features offered as standard in the top-end trims.

Among the abundantly provided tech features, we were the most impressed by the effortless wireless smartphone connectivity offered via both Android Auto & Apple CarPlay. Specifically this part which some might not consider as a pivotal aspect because we have faced issues with wireless connectivity, particularly with Android Auto in much more luxurious vehicles, some that even cost more than double the X-Trail.

Effortless wireless smartphone connectivity is offered via both Android Auto & Apple CarPlay.

Some other praiseworthy bits in the X-Trail include all the driver-assistance features you would expect in a modern car, including a rearview mirror that doubles up as a camera screen that doesn’t obstruct the view of the driver.

FINAL FIRST IMPRESSIONS

The 2025 Nissan X-Trail offers a striking combination of everything you would expect from a midsize SUV. It is more than practical enough for a family and luxurious enough to deliver a wow factor every time you step into it. From the driver’s seat it is playful and confidence-inspiring, enough to put a smile on your face whether it be on the road or on a mild trail. Overall, it is one of the most ideal machines for the region, in terms of size, segment, and performance, offering a versatile and all-inclusive personal mobility solution.

FAQ