AI, Arab Storytelling and the New Frontier of Media
In 2007, I launched social media channels for Coca-Cola in Ireland, and by 2012, I was setting up pages for brands like Al Safi Danone in Dubai.
The evolution since then has been staggering. Recently, I saw a commercial edited in minutes with AI—once a days-long task. That’s the future knocking!
AI is transforming global media, from cinema to streaming, with tools like Runway leading the change. In the U.S., they’re adapting with AI films and asset splits. Here, though, legacy production seems slow to catch on—I’ve heard more roundtable debates than action.
By 2030, I predict AI will empower small Arab studios in Riyadh or Beirut to rival global streamers, blending our rich storytelling with technology. A festival-winning, AI-generated short proved the audience cares about the story, not the method. Let’s experiment—edit, storyboard, adapt—and lead the change. What’s your take?
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All Things Content
This month, our production engines were in full swing as we wrapped over 70 sponsored shoots across the UAE, reflecting both creative consistency and commercial demand. The FAST channel rollout is gaining pace, with content uploads progressing steadily and a Samsung partnership edging closer to the finish line. We also welcomed Kashif to the team, bringing enhanced capabilities to our video editing and client delivery.
On Smashi Sports, audiences tuned in for live streams of Al Qabila and Dubai Basketball, while behind the scenes, we tested new plug-and-play solutions with Kirby. Over on Smashi Business, a major digital milestone was reached: 100,000 Instagram followers. Even more exciting, our very first reel broke through the 1.9 million views mark—a powerful moment of audience resonance.
Commercial performance saw a strong rebound in Saudi Arabia, led by Lovin Jeddah, which doubled its results month-on-month. New sales also picked up across Lovin Saudi and Lovin Riyadh, posting 34% and 13% growth, respectively. While social growth remained relatively flat, with only eight new YouTube subscribers, our strategic attention toward Lovin Sahel continued to bear fruit. Meanwhile, Lovin Cairo rose to 108,000 followers, helping build momentum heading into the summer season.
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Tap Into Business Performance
Lovin Dubai exceeded expectations, overachieving its commercial target by 155%, driven by standout campaigns with Yas/Disney, Global Village, DIB Bank, Azadea LTA, McDonald’s, and Careem. We also secured key media partnerships, including the Basketball Playoffs, Baby Expo, Zomato Awards, and the Dangerous Animals Premiere. Meanwhile, Smashi met its monthly revenue target, and app performance showed strong traction: Smashi now has 18,300 installs (many via smart TVs like TCL), while Lovin has 3,900 installs on Android, and lifetime installs on iOS have reached 22K for Lovin and 9K for Smashi. Notably, Monday, May 25th marked Smashi’s biggest app download day in 5 years, with 517 new installs.
In Qatar, Lovin Doha achieved 70% portfolio growth, landing hospitality clients like Shaza, Mondrian, Flo Cafe and retail brands such as IKEA, Centra, and Powerhouse Gym. Despite missing revenue delivery targets by 25%, new deals surged 135% compared to the previous month. We onboarded Augustus Media Qatar with OMG Qatar, launched our first OMD campaign, and won the Katara Studios Reel Deal for Smashi (QAR 40K). We also delivered the Travis Scott Circus Maximus campaign (QAR 50K) with 21,000+ attendees, and further strengthened ties with Visit Qatar at MMA SMARTIES.
📝 Latest Augustus Update
Lovin Dubai has launched ‘Places’, a new AI-powered feature now available on both the Lovin app and website. Designed to help users explore their cities smarter, the tool provides real-time, curated recommendations for dining, entertainment, and shopping based on live location, time of day, and personal interests. Now live across all Lovin cities—including the UAE, Saudi Arabia, Egypt, and more. ‘Places’ reinforces Lovin’s mission to deliver smart, hyperlocal content that connects communities with what matters most around them.
🔗 Read more
👋 Welcoming New Team Members
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Youssef Qoraei – Video Editor Manager, Egypt
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Kastro Beaini – Senior Commercial Director, UAE
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Raiceil Afante – Executive Assistant, UAE
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Ali Mohammed – Senior Operations Executive, Qatar
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Kaashif Rameez –Videographer, UAE
🤝 Media Partnerships
- Guns N’ Roses Rock Abu Dhabi with Lovin Abu Dhabi as Official Partner
ABU DHABI, UAE – Yas Island came alive on May 27 as rock legends Guns N’ Roses delivered a high-voltage performance at Etihad Arena. Presented by Live Nation Middle East and proudly partnered with Lovin Abu Dhabi, the night was a full-throttle celebration of rock history, with crowd-favorites like “Sweet Child O’ Mine” and “November Rain” echoing through the capital. With over 100 million albums sold and 24 M+ monthly Spotify listeners, the band’s legacy continues to inspire generations. The show marked another milestone in Yas Island’s rise as a global entertainment hub—and Abu Dhabi’s growing status on the world stage. 🔗 Read more -
Lovin Abu Dhabi Official Partner With Abu Dhabi Comedy Season
We were media partners for these shows, where we had our TVCs playing on the screen during the show and had our six flags placed there. We also had our logos across Yas Bay. Prepare to double over with laughter as Abu Dhabi announces the second iteration of Abu Dhabi Comedy Season. Building on the success of last year’s inaugural funny fest — our sides are still hurting — this year’s comedy season will light up the Etihad Arena from April until July 2025.
Augustus Media 