AME's Grand Jury Spotlight Interviews celebrate the exceptional minds shaping the future of advertising and marketing communications. Our esteemed 2025 panel includes visionary leaders known for creating influential, results-driven campaigns for top global brands. Representing top-tier agencies from around the world, this diverse jury consists of some of the most strategic trailblazers in the industry. Their dedication to driving impactful, innovative work not only sets the standard for excellence but also inspires the next generation of marketers and advertisers.
2025 AME Grand Jury member, Ali Cheikhali is Creative Strategy Lead for Google MENA. He is an award-winning creative strategy leader who believes in pushing boundaries. He's been named among the Top 20 Planner Worldwide by the Drum and MENA Planner of the Year by the B&W Report. Ali's also been featured in top publications such as Forbes, taught at Miami Ad School, and judged at top award shows like Cannes Lions, NYF, One Show, Effies and Clios. But for Ali, creativity is more than accolades—it's the last frontier where bold ideas become something that matters. Today, he's using Google AI to push those boundaries further with MENA's top brands and agencies, giving the region the unfair advantage it deserves and making sure the rest of the world has no choice but to take notice.
In the interview below Ali shares his inisghts on future-forward trends, advancements in data analytics and AI and why effectiveneses competitions are essential for measuring impact.
AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?
Ali Cheikhali: Effectiveness competitions like the AME Awards are the ultimate yardstick for creative accountability. In an industry where big ideas often steal the spotlight, it’s competitions like these that remind us that creativity without results is just decoration. They validate the power of ideas to drive impact—whether it's shaping culture, growing businesses, or solving real-world challenges.
For industry growth, they’re equally critical. These awards don’t just recognize work that works—they set benchmarks, spark dialogue, and inspire the next wave of innovation. By showcasing what success looks like, they push us all to think smarter, aim higher, and do better. In short, they’re not just about celebrating outcomes; they’re about helping shape the future we want for our industry.
AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?
Ali Cheikhali: If 2024 was about understanding AI, 2025 will be about putting it to work. Brands are shifting from exploration to execution, making AI a cornerstone of their strategies. Here’s what’s next:"
1. AI as a Creative Partner: Brands will fully embrace AI to co-create, not just automate. From generating content and visuals to brainstorming campaign ideas, AI will enhance human creativity, freeing up teams to focus on bold, emotionally resonant storytelling.
2. Predictive Precision: AI will take personalization to the next level. By analyzing patterns in real time, brands will anticipate consumer needs before they arise—turning every interaction into a seamless, predictive experience that feels almost intuitive.
3. Hyper-Efficient Campaigns: With AI optimizing everything from targeting to budget allocation, brands will make every marketing dollar work harder. Real-time adjustments will ensure campaigns are always in sync with consumer behaviors and market dynamics.
2025 will (should) be the year AI moves from novelty to necessity. The brands that harness it not just as a tool but as a strategic partner will lead the way—delivering smarter, faster, and more human campaigns than ever before.
AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?
Ali Cheikhali: Advancements in data analytics and AI have flipped the script on advertising strategies, making them smarter, faster, and more effective throughout the whole value chain. Here’s where we (should) see it:
1. Ads with a Personal Touch (for Millions): AI turns massive data into tailor-made campaigns. Ads no longer shout—they whisper directly to individual consumers, hitting the right note every time.
2. Real-Time Tweaks: Forget set-it-and-forget-it campaigns. AI tracks performance on the fly, tweaking budgets, messages, and targeting to maximize ROI as the data rolls in.
3. Crystal-Ball Marketing: Predictive insights give brands a sneak peek into what customers want before they even know it themselves. Talk about staying ahead of the curve!
4. Creativity’s New Sidekick: Generative AI isn’t replacing creatives; it’s supercharging them. From drafting copy to whipping up visuals, AI takes care of the grunt work so humans can focus on big, bold ideas.
5. Data Meets ROI: Advanced measurement tools tie campaigns directly to outcomes. Forget vanity metrics—today, it’s about proving impact with hard numbers while learning what works (and what doesn’t) faster than ever.
The bottom line? AI and data are giving creativity a sharper edge. They make campaigns smarter, but the emotional magic—the stuff people remember—is still human. This definitely isn’t man vs. machine; it’s man and machine, and together, they’re unstoppable.