The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns.

iOS shows breakout growth and lower fraud rates

The report underscores how iOS is entering a breakout phase in the UAE. While by the end of this year, Android app installs are projected to grow 713% since 2017, iOS is surging to over 1383% over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63% year-on-year in H1 2025. By contrast Android’s fraud rate jumped 234% in the same period. This suggests iOS is becoming an increasingly attractive, and safer, channel for marketers, even as Android remains critical for scale.

UA spend dips overall despite strong early-year performance

Despite the UAE’s advanced mobile ecosystem, with smartphone penetration at 97% and average daily mobile internet use exceeding four hours, UA ad spending by eCommerce apps declined in H1 2025. Android UA spend fell 21% compared to the same period in 2024, while iOS spending was down just 6%, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events.

The numbers are staggering. In 2024, Dubai welcomed 18.72 million international visitors, a nine percent jump from the previous year, and the city is on pace to surpass that in 2025. International visitor spend across the UAE is forecast to reach a record AED 228.5 billion this year, up 37 percent from the previous peak in 2019. The sector is set to contribute AED 267.5 billion to the national economy, almost 13 percent of GDP, and support more than 925,000 jobs. Domestic tourism is also booming, with local visitor spend projected to hit AED 60 billion in 2025, 47 percent above 2019.

But the real story is not just in the numbers. It is in how the UAE curates its image and experience. The country’s leadership understands that in a globalized world, perception is as important as reality. That is why the UAE invests not only in infrastructure, but in campaigns and cultural moments that shape global opinion.

Consider the Saadiyat Cultural District in Abu Dhabi, now home to the Louvre Abu Dhabi and soon the Guggenheim Abu Dhabi. This is not just a cluster of museums. It is a statement of intent. The district is a living campaign for the UAE as a crossroads of civilizations, a place where East meets West and tradition meets innovation. Every exhibition and every architectural unveiling is a PR moment that signals the Emirates’ ambition to be a global cultural capital.

Dubai’s “A Story Takes Flight” campaign, featuring Hollywood icons and local creators, is another example of how the UAE crafts narratives that are both aspirational and inclusive. These campaigns do not just sell a destination. They invite the world to participate in an unfolding story of possibility. The same can be said for the Abu Dhabi Grand Prix, Expo City’s year-round programming, and the city-wide art festivals that fill the calendar.

The culinary scene is a case in point. In 2025, Tresind Studio became the first Indian restaurant in the world to receive three Michelin stars, right in Dubai. The city now boasts at least 19 Michelin-starred restaurants, each one a testament to the UAE’s ability to nurture global talent and set new standards. This is not just about food. It is about the Emirates’ role as a platform for creative achievement from every corner of the world.

What sets the UAE apart, in my view, is its understanding that PR is not just about visibility. It is about narrative control. The Emirates do not wait for the world to tell their story. They invest in the moments, the people, and the platforms that allow them to shape their own. Whether it is through seamless smart city initiatives, visa reforms that make travel effortless, or sustainability campaigns that position the UAE as a responsible global citizen, every move is part of a larger, coherent strategy.

The result is a country where nearly 90 percent of the population are expatriates, but everyone feels part of a shared project. Expats are not just workers. They are travelers, storytellers, and cultural ambassadors. They are the ones filling the hotels, exploring the desert, attending art openings, and sharing their experiences with the world.

In 2025, the UAE is not just a destination. It is a global stage, a laboratory for big ideas, and a masterclass in how to turn ambition into influence. The lesson for communicators everywhere is clear. In a world saturated with noise, the countries and brands that win are those who tell the most compelling, credible, and consistent stories, backed by data and powered by vision.

Mastercard, a global brand synonymous with delivering priceless experiences, set out to engage travelers during the summer holiday period. Their objectives were clear: drive top-of-mind awareness ahead of holiday planning, boost consideration for Mastercard’s travel experiences, and deepen the brand’s lifestyle appeal.

Mastercard launched a two-phase campaign across key locales in the Middle East, that turned Amazon into a destination for travel inspiration. In Phase One, a summer-long custom landing page on Amazon.ae showcased culinary and travel offers, supported by a full-funnel campaign that included Amazon DSP and a Homepage Hero Takeover that drove high visibility whenever shoppers landed on Amazon.ae. Phase Two kicked off with an interactive, gamified product selector on Mastercard’s custom landing page, recommending Parisian culinary experiences. Though Mastercard doesn’t sell physical products on Amazon, the team innovated by adapting Amazon’s native product selector to link potential travelers directly to Mastercard’s website.

This seamless journey, from discovery on Amazon to purchase on Mastercard’s website, allowed new and returning users to explore and book experiences. Click here to discover the full campaign results.

When OSN+, a streaming service in the MENA region, set out to launch the second season of HBO’s House of the Dragon (HOTD), it wanted something that went above and beyond a typical media plan. Before the series premiered, OSN+ and Amazon Ads orchestrated a series of teasers designed to stoke anticipation. In the Kingdom of Saudi Arabia, over 350,000 specially designed Amazon delivery boxes were produced, with the aim of transforming routine deliveries into delightful doorstep moments. Each box bore striking imagery from HOTD and included a QR code that drove customers to the OSN+ Brand Store on Amazon.sa.

Wondering what the custom Amazon boxes looked like? Click here to find out.

Moreover, OSN+ transformed Amazon.sa into an immersive House of the Dragon battlefield, where visitors chose between Team Black and Team Green through an interactive Brand Store experience allowing fans to explore exclusive trailers and character histories through a tailored experience that revealed the secrets and rivalries of their chosen house. This dual-path content journey helped visitors delve deeper into each house’s story, further increasing engagement on the page while creating a natural journey to the OSN+ website, where viewers could subscribe to watch the new season of HOTD.

During the launch day, the campaign utilized the homepage takeover, draping the website in black or green, piquing curiosity among Amazon shoppers who might not have been die-hard fans of the show, and tapped into Twitch, with a hero headline on the service’s homepage and a First Impression Takeover, where viewers would see an OSN+ pop-up during their first Twitch broadcast of the day. Click here to learn more about the impact and results the campaign drove.

Since its launch, SIS has rapidly grown into a leading voice in the global sport and sustainability movement. Its inaugural 2024 edition, held in Dubai, UAE. The event was graced by the presence of Sheikh Suhail Bin Butti Suhail Al Maktoum, Executive Director of the Sports Development Sector at the General Authority of Sports. And brought together over 200 global leaders, industry experts, and world-class athletes.

The SIS has announced two major strategic partnerships with Scoreboard, sport’s leading AI-powered sustainability platform, and Hum(AI)n Assets, an innovative AI-driven content creation platform that fuses human creativity with artificial intelligence –  together these industry leading platforms provide new levels of support for the implementation of the UAE’s newly announced Federal Decree-Law No. (11) of 2024 on the Reduction of Climate Change Effects.

Developed by a team of industry leaders with over 90 years of collective expertise in decarbonisation, climate science, AI, and global sports operations, Scoreboard revolutionizes traditional emissions tracking. What once took 90 days can now be completed in just 90 minutes – while delivering 90% cost savings. Designed initially for elite sports organizations and now scalable across sectors, the platform equips users to measure, report, and reduce their carbon emissions in alignment with national and international climate goals.

Backed by sustainability architects behind decarbonisation strategies for global brands such as Unilever, Tesco, Pfizer, and over 50 global brands, Scoreboard now anchors SIS’s commitment to technology-led environmental progress.

Platform Highlights:

• Real-Time Dashboards: Breaks away from outdated retrospective annual reporting models
• Custom Roadmaps: Baseline assessment to strategic implementation in minutes
• AI-Driven Coaching: Practical guidance from specialist virtual sustainability experts
• Commercial Edge: Converts sustainability leadership into brand and partner sponsorship marketplace
• Scalability: From elite sports clubs to enterprise-wide corporate adoption

Adding significant AI expertise to the SIS team is the Hum(AI)n Assets platform developed by leading UAE experiential agency HOKO. HOKO is a global creative agency that blends cultural insight with sharp execution – delivering brand, content, and event experiences that drive results. From high-impact campaigns to unforgettable activations, they help ambitious brands show up, stand out, and stay relevant.

Their new joint venture project, Hum(AI)n Assets, is a creative engine merging the best of all digital asset worlds: The craft of traditional agencies, the agility of freelancers, and the speed of AI. The result? High-quality content – images, video, and copy – delivered fast, flexibly, and at scale.

Hoko Agency is an equity partner of Sport Impact Summit who is helping to develop this IP under its portfolio that includes Hum(AI)n Assets.

Relevance to UAE Law

As the UAE sets a new regional benchmark for climate accountability through Federal Decree-Law No. (11) of 2024, SIS new AI partners offer a ready-to-deploy, action-based solution for public and private organizations alike. These partnerships exemplify the convergence of policy, innovation, and purpose – positioning sport as a catalyst for national climate leadership.

Sean Morris, Founder of Scoreboard and sustainability veteran with leadership roles in Formula One, Professional Cricketers’ Association (PCA), and Rajasthan Royals, said that: “As the UAE leads the region with progressive climate legislation, Scoreboard offers a timely and transformative solution. We built Scoreboard to empower organizations – starting with sporting bodies – to take game changing, measurable and cost-effective action. Our platform reduces reporting time from months to minutes, ensuring transparency, accountability, and delivering real impact.”

The UAE’s Federal Climate Change Law, effective from 30 May 2025, and the Saudi Capital Market Authority’s (CMA) directive for ESG reporting are more than compliance requirements – they are the new battleground for business growth and brand dominance.

Regulatory shifts: what’s changing?

The UAE’s Federal Decree-Law No. 11 of 2024 is a game changer. It mandates that both public and private sector entities, including those in free zones, must measure, report and reduce carbon emissions. Companies are required to publish time-bound climate action plans, establish internal climate governance structures and align with national climate goals.

Meanwhile, the KSA CMA is planning to move from voluntary to mandatory ESG disclosures for listed companies. This directive aligns with global standards and aims to enhance transparency, investor confidence and long-term value creation. The anticipated shift to mandatory reporting signals a broader regional trend toward embedding sustainability into the core of corporate strategy.

Business impact: compliance and beyond

These regulations demand that businesses invest in ESG data infrastructure, including systems for emissions tracking, sustainability reporting, and third-party verification. Companies will need to upskill teams, engage with ESG consultants, and potentially restructure operations to meet new benchmarks.

But let’s be clear – this is not just a compliance burden. It’s a strategic opportunity. Businesses that proactively embrace these changes can differentiate themselves, attract impact investors, gain preferential access to green financing, diversify to new consumer segments and harness growth opportunities from a growing consumer sentiment that brands that do good are good brands.

And consumer sentiment towards social and environmental expectations on brands is steadily building. To help businesses navigate this evolving landscape, Kantar, the world’s leading data and analytics company, offers the Sustainability Sector Index report (SSI), that provides a robust understanding of consumer expectations on sustainability issues by sector across markets, enabling brands to strategically prioritise their focus and investment. In KSA, the SSI reveals that 79% of consumers believe that people like them need to do whatever they can to fight climate change. And 81% want to fight social inequality and injustice. This presents a significant opportunity for brands to align their strategies with these values.

Growth opportunities for brands

If businesses think about these regulatory shifts as more than just a compliance and risk reduction exercise, a world of opportunities and commercial gains opens up.

1. Access to capital. ESG-compliant firms are more attractive to institutional investors and sovereign wealth funds, many of which are aligning portfolios with ESG principles. Are you equipped to tap into this capital?

2. Public-private partnerships. Governments in both the UAE and KSA are offering incentives, grants, and carbon offset mechanisms to support climate-aligned business models. This creates fertile ground for collaboration and innovation. Are you ready to partner for progress?

3. Sustainable innovation. Brands that develop low-carbon products, circular economy models, or green technologies will be well-positioned to lead in a market increasingly driven by environmental performance. Are you ready to innovate or will you be left behind?

4. New market segments. The rise of green and socially conscious consumerism opens doors to new product lines – eco-friendly packaging, carbon-neutral services, and ethical sourcing are no longer niche but mainstream expectations. Is your brand ready to meet these consumer demands?

5. Reputation and trust. Transparent ESG reporting builds stakeholder trust. Companies that lead in sustainability can enhance brand equity, as consumer values are shifting. Is your brand ready to be a leader?

Visionary brand leaders

And there are already visionary brand leaders in the region that we can learn from.

Al Rajhi Bank, the most valuable brand in the 2024 Kantar BrandZ Most Valuable Emirati and Saudi Brands ranking, has leveraged its strong brand equity to integrate sustainability into its core operations. By focusing on sustainable finance and aligning with Vision 2030, the bank has enhanced its reputation and attracted sustainability-focused investors.

In response to the introduction of the sugar tax and VAT in KSA, PepsiCo has focused on sustainable product innovation and marketing strategies that resonate with health-conscious consumers. This approach has helped the brand regain market share and strengthen its position in the region.

As the fastest riser in the 2024 Kantar BrandZ Emirati and Saudi Brands rankings, Tawuniya has capitalised on the growing demand for sustainable insurance products. By offering eco-friendly insurance options and promoting sustainability initiatives, the company has enhanced its brand value and customer loyalty.

Using ESG commitments as a platform for brand growth

As the UAE and KSA position themselves as regional leaders in sustainability, businesses that act early will not only ensure compliance but also unlock competitive advantages. The shift toward mandatory ESG reporting is a clear signal – the future of business in the Gulf is green, transparent, and accountable.

For brands, this is a moment to lead – not just in meeting regulations, but in shaping sustainable brands and a more green, equitable and resilient economy. Are you ready to seize this opportunity?

Brands grow by being meaningfully different. Brands that are meaningfully different to more people command 5 times penetration today – and real advantage in penetration growth over time. Your brand perceptions on sustainability will either inspire or inhibit your brand growth. So how do you find your path to building Meaningful Difference on sustainability?

ESG strategies and internal sustainability commitments provide a foundation and a springboard. But brands can’t just take existing ESG initiatives and jump straight into brand communication or innovation, without connecting activation with consumer expectations, brand purpose and sector context – or efforts will fall flat.

Think of it like decorating a house without creating a solid structure. It may look good temporarily, but cracks will appear over time – and your audience will notice. Consumers today are savvy and they are fact checking brands. In fact, 50% of KSA consumers say they have seen, or heard, false or misleading information about sustainable actions taken by brands across sectors, affecting trust and consideration.

So, to reap commercial rewards, brands must bridge the gap between corporate level ESG commitments and brand level marketing activation, which starts by developing a sustainability-aligned brand strategy – a crucial step that too many businesses skip. This can be achieved through meaningfully different sustainable marketing.

What meaningfully different sustainable marketing looks like and how to get started

If your brand is ready to move from intention to action, here’s a roadmap to follow for meaningfully different sustainable marketing:

1. Start with ESG, but don’t stop there – use your existing corporate sustainability commitments as a starting point but recognise that not all issues and initiatives will be relevant to consumers.

2. Understand your sector – leverage validated data and insights from Kantar’s Sustainability Sector Index to evaluate consumer expectations, values and behaviours specific to your industry.

3. Know your brand – conduct an honest assessment of where your brand stands on environmental and social sustainability in consumers’ minds. Are you seen as part of the solution or part of the problem?

4. Build a sustainability-aligned brand strategy – this bridges the gap between ESG commitments and brand marketing, ensuring your efforts are credible and consumer-centric.

5. Activate Meaningful Difference – create communication, innovation, and experiences that resonate with consumer values and needs, backed by data and rooted in purpose.

6. Measure and iterate – track your progress with the right brand equity metrics and adjust your strategy as expectations and market dynamics evolve. 

In markets like the UAE and Saudi Arabia, where regulatory landscapes are shifting and consumer sustainability expectations are rising, the stakes are high. Brands that act with intention and insight can not only navigate these changes but turn them into a competitive edge. Ultimately, the path to sustainable brand growth isn’t about doing everything that’s in your ESG strategy – it’s about doing the right things, in the right way, for the right reasons. And that starts with listening to what consumers are really asking for.

The report is based on a poll of 41,000 consumers across 28 countries, and shows that for many, AI is a relatively new addition to their shopping habits. More than one in five of UAE respondents (21%) said they had used AI in shopping for the first time in the past 12 months, while 62% said they would be open to using it to make purchases in the future.

Gen X leads AI adoption growth

The use of AI in shopping is becoming more common across all age groups in the UAE. Today, 74% of Generation Z (aged 16-27) and 75% of Millennials (aged 28-43) say they use AI when shopping, reflecting year-on-year increases of 45% and 41%, respectively. Among Generation X (aged 44-59), 59% now use AI when shopping – a 49% increase on last year. Adoption is also picking up among older consumers, with 34% of those aged 60 and above now using the technology. Awareness is on the rise as well, with 66% of UAE consumers saying they understand that retailers may be using AI to recommend products to them.

Retailers look to AI for growth

When UAE retailers were asked how they are planning to increase their revenues in 2025, deployment of AI and technologies was a popular strategy. Forty-one percent said they would invest in AI to support their sales and marketing activity and 37% would invest in AI to support product innovation.

Beyond AI, unified commerce offering is still key

While investment in new technologies is high, retailers continue to focus on unified commerce. Today, 59% of UAE retailers said they currently enable customers to shop seamlessly across online and offline channels. A further 16% of business leaders plan to introduce this in the next 12 months. At the same time, 17% of retailers are looking to enhance the in-store experience by offering exclusive experiences.

The report also highlights that technologies and online experiences are helping brands open up new ways to connect with customers. Among those surveyed, 63% expect to be able to shop across multiple channels – be it via social media, mobile apps or websites. In fact, more than half of UAE consumers said that they use social media as a shopping channel (56%).

Stores still matter

Despite the widespread use of digital platforms, physical retail remains important in the UAE. When asked about their preferred shopping channel, 34% of respondents chose physical stores, compared to 27% who preferred shopping online. Key reasons include wanting to see and feel the product before making a purchase (39%), the ability to try on items before purchasing (36%) and the convenience of taking purchases home right away (26%).

The report, based on responses from more than 15,000 consumers across nine countries, highlights anticipated spending increases in the UAE, Saudi Arabia, and China. However, these gains are outweighed by expected spending restraint in the U.S. and Europe, where spending next year is projected to decline further from this year’s already-muted levels, signalling another challenging year for global consumer-facing industries.

The anticipated spending increase among UAE consumers is consistent across all income levels but is particularly pronounced among high-income shoppers. Among generational groups, shoppers under 45 (27%) are expected to lead the surge in spending across retail segments, driven by higher disposable income and the demands of starting and expanding households. In contrast, shoppers aged 45-64 are more likely to maintain their current spending habits (85%) or significantly reduce their expenditure (27%), as many in this age group transition to having financially independent dependents.

Hisham Abdul Khalek, Partner & Managing Director of AlixPartners certifies that the spending is across all sectors. Below is a more detailed version:

Grocery registered the highest spending increase (47%), driven by a combination of rising disposable incomes, price inflation, and premiumization among high-income shoppers.

Clothing (41%) followed as the second-highest segment for increased spending, fueled by growing disposable incomes and the expansion of premium brand offerings.

Despite rising grocery spending, consumers are seeking savings through better planning and switching to more affordable retailers, relying less on promotions compared to previous years.

In non-grocery categories, consumers are saving by planning purchases more strategically and avoiding certain categories altogether.

Dining out remains a polarizing category: while a third of UAE consumers plan to spend more on eating out, globally, 34% intend to spend less, with only 19% planning to increase dining expenditures.

Entertainment outside the home is gaining traction, with 41% of UAE consumers intending to spend more, followed by 33% in Saudi Arabia and 28% in China.

If consumers had more money to spend in 2025, priorities of UAE consumers would be travel/ holidays (26%) followed by save and not spend more (20%) and groceries (18%).

Winning the Ministry of Industry and Advanced Technology account in April 2024 is a significant achievement for the agency. The team has already begun working diligently on launching a comprehensive strategy for the Ministry. A key highlight of these efforts was the Make it in the Emirates (MIITE) event held in May 2024. The team took charge of the pre-event creative direction and content creation, which involved producing success story videos, crafting engaging creatives, and tailoring content to each aspect of the event.

The agency managed on-ground social media coverage, including live stories, video production, interviews, and session coverage ensuring real-time engagement and comprehensive coverage of the event. The ongoing partnership with the Ministry includes a retainer for always-on social media strategy, management, content creation, video production, event coverage, and analysis.

"Our team at SocialEyez is honored to partner with the Ministry of Industry and Advanced Technology," said Hagar Mahmoud, Head of Social. "This collaboration reflects our commitment to supporting the UAE's vision for innovation and development. We look forward to leveraging our expertise in social media and digital communication to drive impactful results and create meaningful engagement for the Ministry."

UAE’s exceptional expertise, bolstered by unwavering support from the nation’s leadership, prompted Phygital International’s expert bidding coordinators to unanimously select the UAE as the host for the Games of the Future 2025.

Commenting on the announcement, Nis Hatt, CEO of Phygital International said, “We are delighted to announce the UAE as the host of the Games of the Future 2025. The global popularity of phygital sports grows by the day, and we’re expecting a sell-out tournament again next year. We’re thrilled to pass the phygital flame over to UAE whose top notch winning bid, and clear long-term commitment to developing a healthy, active population, have me in no doubt that the event will be a huge success. Bring on Games of the Future 2025!”

His Excellency Ghanim Al Hajeri, Director General, General Authority of Sport, UAE further added, “Bringing the Games of the Future 2025 to the United Arab Emirates represents an exciting moment in redefining international sports for the modern world. We are proud to be hosting this innovative and unique tournament that merges cutting-edge technology, popular video gaming, and traditional sports. We’re confident that hosting the 2025 Games will not only cement us as leaders in the sporting world but also incentivize our national digital community towards an active lifestyle and help us reach our national sporting goal of 75% active population by 2031.”

The Games of the Future places no restrictions on its participants and welcomes everyone, regardless of their age, gender, and nationality. Phygital International expects the tournament's 2025 edition in the UAE to welcome thousands of world-class athletes and esports persons from as many as 100 countries, as part of national and multinational teams. It’s so popular in fact, that the host nation bid process for Games of the Future 2026 and 2027 is already underway from countries globally.

DFSA today announced key amendments to its Crypto token regime. These changes stem from the proposals outlined in the initiative that was first announced in January 2024, and mark a significant step in refining and advancing the regulatory environment for Crypto Tokens in DIFC.

Investment in Crypto Funds

External and Foreign Funds: Now allowed to offer units in funds that invest in well-known cryptocurrencies.

Domestic Qualified Investor Funds: Permitted to invest in lesser-known cryptocurrencies.

Custody and Management of Crypto Tokens

Custody: Guidelines on how to safely store cryptocurrencies.

Staking: Rules for earning rewards by holding certain cryptocurrencies.

Combating Financial Crime

Compliance Guidance: New rules to prevent financial crimes, including detailed guidance on the "travel rule" for crypto transactions.

Monitoring and Analysis: Enhanced measures for tracking transactions and analyzing blockchain data to detect illegal activities.

Recognition and Fees for Crypto Tokens

Fiat Crypto Tokens (Stablecoins): Criteria for recognizing stablecoins, which are cryptocurrencies tied to traditional currencies.

Recognition Fees: Introduction of fees associated with the recognition process of cryptocurrencies.

These changes were proposed after analysis of recent market developments, recommendations from international standard-setters, and the DFSA’s supervisory experience. Over the past two years, the DFSA has engaged with over 100 firms looking to be licensed, gaining valuable insights into the market dynamics and regulatory needs. 

Since the Crypto Token regime came into force in 2022, international standards have evolved significantly. The International Organisation of Securities Commissions (IOSCO) published recommendations on Crypto, Digital assets, and Decentralised Finance (DeFi). In addition, the Basel Committee proposed amendments to the standards for banks’ exposures to Crypto assets, focusing on reserve assets of stablecoins. 

Ian Johnston, Chief Executive of the DFSA, said, “Our objective with the Crypto Token regime is to foster innovation in a responsible and transparent manner while ensuring we meet our regulatory objectives. At the DFSA, we have taken a balanced approach in the development of this regime and remain committed to evolving it in line with global best practices and standards.”

All firms, whether currently authorized by the DFSA or not, who are interested in conducting business related to Crypto Tokens within or from the DIFC, can apply via the DFSA website.