MMA / Marketing + Media Alliance - AI

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mma-cannes-lions-2026-competitive-advantage-en-report-mma-academy-revised_son.pdf

Tools & Playbooks

Cannes Lions 2026: Competitive Advantage Has Migrated | MMA Insight Report

Serkan Karaman — Wed, 05 Aug 2026 13:18:00 +0000

mma-cannes-lions-2026-competitive-advantage-en-mma-academy-mena.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

2026

AI in marketing

MMA DACH

MMA MEA

MMA MENA

MMA South Africa

Türkiye

At Cannes Lions 2026, 13,000+ marketing leaders from 92 countries gathered around a single question: Where does creative advantage come from once AI handles capacity?

This report argues that the advantage has migrated. It is no longer a technology problem. AI compresses production and testing, but it cannot decide what is worth making, how a brand should behave, or which investment deserves to scale.

The new premium sits on five capabilities: Judgment, Aesthetic Instinct, Trust, Capability and Financial Integration. Each one is nameable, ownable and measurable.

The report brings together the lenses of the MMA ecosystem: The global view of MMA CEO Greg Stuart; the MMA MEA reading spanning MENA and DACH, from the MMA CONNECT CANNES interviews and MMA MENA member reflections; and field observations from MMA Türkiye members. These lenses do not always point the same way, and that is the point.

Inside:

Why marketers now have two audiences, humans and large language models, and why the correlation between their verdicts is close to zero across 480 Cannes entries
Why trust surfaced as the currency in three regions independently
The CMO and CFO language gap, and the financial integration formula built to close it
Creators, CTV and retail media as the new measurable stage
A 90-day CMO agenda derived from the findings

Key Takeaway: Sustainable creative impact = AI efficiency × human intuition and judgment. If either factor is zero, the product is zero.

Education Section:

Perspectives

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Document Context:

General

Region:

Europe, DACH, Türkiye, Middle East & Africa, KSA, MENA, South Africa

Categories:

AI in Marketing

CMO

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mma-cannes-lions-2026-rekabet-avantaji-tr-rapor-mma-academy-revised-son.pdf

Cannes Lions 2026: Rekabet Avantajı Yer Değiştirdi | MMA İçgörü Raporu

Serkan Karaman — Wed, 05 Aug 2026 13:08:27 +0000

mma-cannes-lions-2026-rekabet-avantaji-tr-mma-academy-mena.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

2026

AI in marketing

MMA DACH

MMA MEA

Türkiye

Yapay zeka kapasiteyi devralınca rekabet avantajı nerede kalıyor? Marketing + Media Alliance, Cannes Lions 2026'yı Global, MEA ve Türkiye merceğinden okuyor.

Cannes Lions 2026'da 92 ülkeden 13.000'i aşkın pazarlama lideri tek bir sorunun etrafında toplandı: Yapay zeka kapasiteyi devraldığında yaratıcı avantaj nereden geliyor?

Bu raporun iddiası, avantajın yer değiştirdiği. Artık bir teknoloji sorunu değil. Yapay zeka üretim ve test döngülerini sıkıştırıyor, ama neyin yapılmaya değer olduğuna, markanın nasıl davranacağına ve hangi yatırımın ölçekleneceğine karar veremiyor.

Yeni üstünlük beş yetkinlikte toplanıyor: Yargı, Estetik Sezgi, Güven, Yetkinlik ve Finansal Entegrasyon. Beşi de adlandırılabilir, sahiplenilebilir ve ölçülebilir.

Rapor, MMA ekosisteminin merceklerini bir araya getiriyor: MMA CEO'su Greg Stuart'ın küresel bakışı; MENA ve DACH'ı birlikte kapsayan MMA MEA okuması, yani MMA CONNECT CANNES röportajları ile MMA MENA üyelerinin değerlendirmeleri; ve MMA Türkiye üyelerinin sahadan gözlemleri. Bu mercekler her zaman aynı noktaya bakmıyor, mesele de tam olarak bu.

İçeriden:

Pazarlamacının neden artık iki hedef kitlesi olduğu (insanlar ve büyük dil modelleri) ve Cannes'da yarışan 480 işte iki grubun kararları arasındaki korelasyonun neden sıfıra yakın çıktığı
Güvenin neden üç bölgede birbirinden bağımsız olarak para birimi diye tarif edildiği
CMO ile CFO arasındaki dil boşluğu ve bunu kapatmak için kurulan finansal entegrasyon formülü
Yeni ölçülebilir sahne olarak creator'lar, CTV ve retail media
Bulgulardan türetilmiş 90 günlük CMO gündemi

Temel Çıkarım: Sürdürülebilir yaratıcı etki = Yapay zeka verimliliği × İnsan sezgisi ve yargısı. Çarpanlardan biri sıfırsa sonuç sıfır.

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Perspectives

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General

Region:

Middle East & Africa, Türkiye

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AI in Marketing

CMO

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Rotasız Hız: Türkiye'nin Yapay Zekâ Paradoksu (Speed Without a Route: Türkiye's AI Paradox)

Serkan Karaman — Mon, 27 Jul 2026 13:36:20 +0000

deepdive_1.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

2026

AI in marketing

Deep Dive

MMA MEA

SEM

Türkiye

A commentary on the AI Adoption Study 25, examining why Türkiye leads the region in AI awareness yet a third of its marketing leaders report no clear vision or roadmap.

Marking MMA Academy's first Deep Dive publication, this commentary reads the AI Adoption Study 25 findings (n=115 CMOs across Türkiye, MENA, and South Africa) through a Türkiye-specific lens. It finds Türkiye leading the region in AI awareness at 72%, while 36% of marketing leaders report fragmented or absent AI roadmaps, a gap the report frames as the difference between AI diffusion and AI value creation. Written by Reha Başoğul, SEM Chief AI & Transformation Officer, with support from the MMA Türkiye AI Leadership Think Tank, the piece draws on frameworks from Acemoğlu and Harari alongside the study's primary data.

TR:

AI Adoption Study 25 bulguları üzerine bir yorum: Türkiye bölgede yapay zekâ farkındalığında lider olsa da, pazarlama liderlerinin üçte biri net bir vizyon ya da yol haritasından yoksun olduğunu söylüyor.

MMA Academy'nin ilk Deep Dive yayını olan bu çalışma, AI Adoption Study 25'in bulgularını (Türkiye, MENA ve Güney Afrika'dan toplam 115 CMO) Türkiye özelinde okuyor. Türkiye %72 ile bölgede farkındalık lideri olurken, yöneticilerin %36'sı parçalı ya da hiç olmayan bir yapay zekâ yol haritası bildiriyor; rapor bu açığı yaygınlaşma ile değer üretimi arasındaki fark olarak çerçeveliyor. MMA Türkiye Yapay Zekâ Yürütme Kurulu desteğiyle SEM Chief AI & Transformation Officer'ı Reha Başoğul tarafından kaleme alınan yazı, çalışmanın birincil verisini Acemoğlu ve Harari'nin çerçeveleriyle birlikte ele alıyor.

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The State of AI in Marketing - SEA Report 2026

Agentic AI in CX: How Enterprise Leaders Are Reimagining Customer Journeys, Service, and Growth

Rutbah Modi — Thu, 23 Jul 2026 12:26:28 +0000

Thursday, August 6, 2026 - 1:30am EDT

Region:

APAC, India

CX is moving beyond digital channels, chatbots, and basic automation. Today's customers expect faster resolution, greater relevance, proactive support, and seamless experiences across every touchpoint. For enterprises, the challenge is to improve experience while also driving efficiency, loyalty, retention, and revenue impact.

Agentic AI is redefining what is possible. It can understand intent, take action, connect workflows, support human teams, and improve interactions in real time. This shifts AI from a service tool to a strategic layer in customer journey design, support transformation, and business growth.

This session brings together enterprise CX leaders to explore how agentic AI can redesign customer journeys, improve service outcomes, personalise engagement, and create measurable CX impact.

This insight-led session covers:

What agentic AI actually means for customer experience, and how to gauge organisational maturity
Where today's CX automation hits its ceiling, and which agentic use cases matter most
How to prove agentic CX impact to the CEO, CFO, and the Board
Frameworks and best practices leaders can apply today, not theories
How to balance automation with trust, empathy, and human oversight

Speakers:

Moneka Khurana

Managing Director & BOD Member

MMA India

Sujay Ray

Head - CX, Content & Advocacy

L’Oreal India

Elizabeth B. Closmore

Co-Founder & President, Commotion

Tata Communications

Shalini Kumar

Head - Consumer Experience

Kenvue

Raj Nair

Head of Customer Experience

Piramal Finance

Moderator:

Moneka Khurana

Managing Director & BOD Member

MMA India

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The State of AI in Marketing - SEA Report 2026

Henri Nguyen — Fri, 10 Jul 2026 16:34:32 +0000

Released:

July, 2026

File Size:

8.06MB

Keywords:

2026

AI in marketing

SEA Marketing

State of AI

report

vietnam

The State of AI in Marketing 2026 is a joint report by MMA and Decision Lab, surveying 143 marketing professionals across five Southeast Asian markets in early 2026. It finds that while 57% of organisations have reached advanced AI adoption, the real gap now lies in scaled integration, talent capability, and risk governance rather than access to tools. The report closes with practical implications to help marketers move from experimentation to disciplined, organisation-wide AI integration.

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Benchmark Studies

Trends Reports

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Region:

APAC, Vietnam

Attribution

CX / Customer Experience

Data

Marketing Growth

Marketing Impact & Productivity

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MMA Research

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mma_ai_adoption_kantar-south_africa_orj.pdf

Gen AI Search Performance (GASP)

MMAGlobal — Wed, 03 Jun 2026 20:39:23 +0000

Sub-Headline:

See your brand’s visibility in AI answers, and prove what moves it.

Featured Image:

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Content Type:

Insight

Article Reference:

Gen AI Search Performance (GASP)

Categories:

Think Tanks

ALC

Research & Insights

Member Submitted:

Summary:

Discovery is moving from search results to AI answers. When buyers ask ChatGPT, Gemini, or Perplexity, the brands the model names win the consideration set, and the pages it cites are often not the ones that rank in search. Most brands can’t see whether they show up, or change it. GASP is a new MMA research lab that helps brands measure their visibility in AI answers and prove what actually moves it, quantifying how much is in their control.

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Run Date:

Wednesday, June 3, 2026 - 4:30pm EDT to Tuesday, September 1, 2026 - 4:30pm EDT

Marketing Arena:

Future Labs

Validation Experiments

Beyond AI Pilots: Proving Business Value in Marketing & CX

Rutbah Modi — Tue, 07 Apr 2026 08:56:19 +0000

Thursday, April 9, 2026 - 12:55am EDT

Region:

APAC, India

While AI pilots are widespread, few leaders are addressing what truly matters—measurable impact, ROI, organizational readiness, and scaling for enterprise-wide value.

This insight-led session will cover:

Transitioning from AI pilots to scalable business impact
Proving ROI in marketing and customer experience initiatives
Organizational and cultural shifts needed to scale AI
Real-world use cases driving tangible growth

Speakers:

Gaurav Anand

Vice President and Global Head, Customer Interaction Suite

Tata Communications

Moneka Khurana

Managing Director & BOD Member

MMA India

Premankur Jana

Chief Marketing Officer

Ambit Finvest Pvt.Ltd

Priya Jaggi

Head of Marketing

McDonald's

Puneet Kusumbia

VP Marketing

Heritage Foods

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MMA AI Adoption Study 25 | South Africa

Serkan Karaman — Mon, 23 Feb 2026 22:26:53 +0000

Released:

February, 2026

File Size:

8.06MB

Keywords:

2025

MMA MEA

Sub-Sahara

report

MMA AI Adoption Study 25 | South Africa, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in South Africa are adopting AI across Marketing and Customer Experience (CX). The study is based on interviews with CMOs and senior marketing executives and examines AI awareness and adoption stages, priority use cases, measurable goals, how impact is measured, and the organizational conditions enabling progress, including leadership readiness, culture, governance, obstacles, and talent development plans.

Education Section:

Benchmark Studies

Middle East & Africa, South Africa, Sub-Sahara

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Marketing Organization & Design

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MMA Research

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ALC

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MMA AI Adoption Study 25 | MENA

Serkan Karaman — Mon, 23 Feb 2026 22:23:45 +0000

mma_ai_adoption_kantar-mena_orj.pdf

Released:

February, 2026

File Size:

8.06MB

Keywords:

KSA

MENA

MMA MEA

Saudi Arabia

report

MMA AI Adoption Study 25 | MENA, conducted by MMA Academy and Kantar Insight, provides a focused view of how organizations in MENA are adopting AI across Marketing and Customer Experience (CX). The study is based on interviews with CMOs and senior marketing executives and examines AI awareness and adoption stages, priority use cases, measurable goals, how impact is measured, and the organizational conditions enabling progress, including leadership readiness, culture, governance, obstacles, and talent development plans.

Education Section:

Benchmark Studies

Document Not Released Yet:

Region:

Middle East & Africa, KSA, MENA, Qatar