Highlights and insights from April’s leading industry events

This April has been a busy time for events in the UAE, between the slower pace of Ramadan and Eid, and the hot summer months, there has been a lot going on across the creativity, technology, travel, and business spaces. This month, the Big Group MEA team was on the ground across four major events: Dubai Lynx Debrief, Campaign Breakfast Briefing: Talent and Technology, AI Week, and Arabian Travel Market.

Each event offered a window into a different sector, but a clear thread ran through them all: How human ingenuity and technology are reshaping industries at speed, and why authenticity, trust, and local context matter more than ever.

At the Dubai Lynx Debrief, the message was loud and clear: Creativity today has a higher calling. It’s no longer enough to be attention-grabbing; campaigns must stand for something and deliver tangible impact.
Regional brands are stepping confidently into this space, from sustainability to social inclusion, but the bar is getting higher. Authenticity can’t be manufactured, and audiences are quick to call out anything that feels surface-level.

“Journey into Herstory” is the perfect example by Al-Futtaim Toyota is a campaign that spotlighted the narratives of pioneering Arab women, aligning with Toyota’s commitment to empowerment and diversity. By focusing on authentic stories, the campaign resonated deeply, avoiding superficiality and highlighting genuine societal contributions.

As a creative-led agency, this resonates deeply with us at big group . Our work must move beyond aesthetics to create experiences, content, and campaigns that live out a brand’s values in a way people can genuinely feel.

The Campaign Breakfast Briefing brought together agency and client leaders for a sharp conversation about the realities behind the buzzwords.

Yes, AI and automation are changing the marketing landscape. But ironically, this technology boom is making talent, emotional intelligence, and human creativity even more important.
Finding, nurturing, and retaining the right people is becoming the ultimate competitive edge, especially in a region like the GCC where growth is rapid but nuanced.

At big group, we’re doubling down on people: fostering an environment where local expertise meets global ambition, and where curiosity is seen as a skill.

AI Week at DUB.AI showcased everything from cutting-edge generative AI demos to sobering discussions about ethics and regulation.
If there’s one takeaway, it’s that “Those who do not embrace AI today will fall behind.” articulated by H.H. Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum setting the scene during the event’s opening address.
The organisations that will thrive aren’t those chasing the next shiny tool, they’re the ones making AI invisible. Seamlessly woven into how they solve problems, serve customers, and empower people, until innovation feels less like a headline and more like second nature.

At big group, we’ve always been at the forefront of integrating technology into events and campaigns. It was fascinating to see how this approach is now being adapted more widely across the GCC, with real-world examples bringing innovation to life.

Emirates is a standout example of embedding AI thoughtfully rather than chasing hype.
From using AI to optimise flight planning and reduce fuel consumption, to personalised customer communications that adapt in real-time to passenger behaviour, Emirates shows that AI’s true power lies in enhancing the human experience, not replacing it.

Behind the scenes, Emirates is investing heavily in predictive analytics, machine learning for aircraft maintenance, and AI-driven training programs, showing that real-world innovation isn’t always what’s visible to the customer; it’s how seamlessly it improves the entire journey.

Finally, at Arabian Travel Market, it became clear that travel is back, but with new rules.
GCC travellers are demanding more meaning from their journeys, not just luxury.
Personalisation, cultural immersion, wellness, sustainability, these aren’t trends, they’re expectations.

For brands, that means the experience economy is not optional. Whether it’s a VIP activation, loyalty program, or branded experience, emotional resonance is everything.

Our experiential mindset at big group is rooted in this understanding: people don’t just want to buy something, they want to feel something.

Across every conversation, every panel, every activation this month, one truth became clearer than ever: innovation without humanity falls flat.
Whether it’s tech, travel, or creativity, the brands that will thrive are those that stay relentlessly human at their core.

As we look ahead to the rest of the year, our commitment is to continue shaping work that is:

• Regionally fluent 

• Emotionally intelligent 

• Technologically empowered 

• Genuinely impactful
  

At big group, we see it every day: technology might open the door, but it’s people who build the relationships that last.