AI adoption is outpacing consumer trust, shares Braze’s Sharif Kotb
A growing gap between marketer confidence and consumer perception is emerging as AI reshapes engagement, Sharif Kotb of Braze says, raising fresh questions around trust, transparency and the future of brand relationships in the Middle East
28 April, 2026
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As artificial intelligence moves from experimentation to everyday execution, brands are being forced to confront an uncomfortable reality, the technology is advancing faster than customer trust. Braze’s latest Customer Engagement Report for 2026 makes that gap clear. While 93 per cent of marketers say AI is improving their understanding of customers, only 53 per cent of consumers feel brands are actually getting it right, exposing a disconnect that could define the next phase of digital engagement.
The report also highlights a market in flux. AI agents are beginning to reshape how consumers interact with brands, with nearly half expected to use intermediaries this year, while trust, transparency, and human connection remain critical differentiators. For regions like the Middle East, where personal relationships and high-touch experiences are part of the commercial fabric, the stakes are even higher.
In this conversation, Sharif Kotb, VP Middle East, Africa and Turkey at Braze, breaks down how brands can move beyond surface-level AI adoption to build meaningful, trust-led engagement, and why the real opportunity lies not in automation alone, but in combining machine intelligence with human nuance.
According to your report, UAE leaders seem split, with 47 per cent fearing AI misuse will overwhelm customers while 65 per cent believe it will actually augment originality. How should Middle Eastern brands navigate this “trust tension” to ensure they don’t paralyse their innovation in the process?
Middle Eastern brands should view AI as a tool to amplify human creativity rather than a risk to avoid. While 47 per cent of UAE leaders fear that AI misuse could overwhelm customers, a significant 65 per cent believe the technology will actually augment originality.
Successful innovation requires combining this technical scale with human oversight and cultural awareness.
While 45 per cent of UAE marketers use AI for operational efficiency, only 35 per cent are using it to predict customer needs for “frictionless journeys.” Are regional brands missing a major opportunity to move from back-office automation to front-end customer loyalty?
There is currently a gap between operational efficiency and true customer engagement. While 45 per cent of UAE marketers use AI for back-office tasks, only 35 per cent are leveraging it to predict customer needs for frictionless journeys.
The next competitive advantage belongs to brands that use real-time behavioural monitoring to move beyond simple automation toward predictive, relational engagement.
What does a “responsible AI” framework look like for a Dubai-based enterprise that wants to be bold without losing public trust?
Responsible AI must be a core operating principle that integrates ethics and privacy at every stage of the customer journey. In the Middle East, preserving a personal touch is vital because customers expect a high level of human connection.
Transparency demonstrates that AI is a partner in the experience rather than a replacement for it.
Your data shows that 44 per cent of regional leaders view AI’s best use as increasing efficiency without increasing headcount. In a region known for its high-touch, luxury service standards, how do we prevent AI from making customer engagement feel “hollow” or purely transactional?
AI should act as an emotional multiplier that enhances the high-touch service standards the region is known for. Real-time orchestration ensures that digital experiences feel alive and meaningful rather than transactional. When used correctly, AI elevates human-led processes to ensure every interaction remains contextually aware and premium.
Only 26 per cent of UAE respondents currently insist on “humans in the loop” to ensure responsible AI. Given the cultural importance of personal relationships in MEA business, is this a surprisingly low number, or does it signal a high level of confidence in the tech?
While confidence in technology is high, regional brands must respect the cultural importance of personal relationships. The most successful strategies layer human oversight into sensitive interactions to maintain trust.
We see a significant opportunity for brands to align AI-assisted decisions with established regional trust norms.
How will the rise of “agentic commerce”, where AI agents act as intermediaries between brands and consumers, specifically impact the Middle East’s digital economy and the way residents here shop and engage?
Agentic commerce represents a shift where AI acts as an intermediary, yet the value of a direct brand connection remains. Brands must strategically embrace AI agents to turn simple convenience into deep, meaningful consumer discovery.
Maintaining direct relationships through curated experiences and loyalty perks will be critical as AI agents become more prevalent.





















