WPP Media announces third NextM MENA edition, exploring AI and the future of media

WPP Media will host the third edition of its regional NextM event in Dubai on 12 November 2026, bringing clients and business partners together to examine the emerging technologies and consumer trends shaping the future of media and marketing.

Titled NextM 2026: Uncharted, the half-day event will take place at the SEE Institute in Sustainable City, Dubai. Its space-exploration theme reflects the company's view that the industry is entering new territory as artificial intelligence, changing consumer behaviour and new media platforms reshape marketing.

The invite-only gathering is designed to help industry leaders prepare for developments expected to influence marketing strategies in 2027 and beyond.

Exploring AI and the next consumer landscape

The programme will examine how brands can respond to technological change, evolving audience expectations and emerging opportunities across the media ecosystem.

Among the featured speakers is Dr. Daniel Hulme, WPP's Chief AI Officer, CEO of Satalia and Founder and CEO of Conscium. His session will focus on the potential of AI and the considerations involved in applying it responsibly to business and innovation.

Social researcher Mark McCrindle, known for coining the term Generation Alpha, will explore the audiences shaping the next phase of consumer engagement. His session will examine how brands can understand and connect with a generation expected to become a significant force in the global consumer landscape.

Together, these discussions will address two important questions for marketers: how AI can change the way work is performed, and how businesses should adapt to the audiences they need to reach.

Creators emerge as the new media owners

NextM 2026 will also examine the expanding role of creators in the media landscape.

A panel featuring podcaster Hikmat Wehbe, lifestyle content creator Hadeel Alazaweey and YouTuber Rami Alosta will explore how creators are moving beyond individual social platforms to develop broader media businesses.

The discussion will consider the growth of creator-led content studios, original products and independent media properties, and what these developments mean for brands planning their media investments.

As creators build direct relationships with audiences and develop their own commercial ecosystems, advertisers face a changing landscape in which influence, distribution and media ownership increasingly overlap.

Data ownership and the automation challenge

Data strategy and advertising transparency will form another part of the programme.

The Trade Desk, alongside its managing director Terry Kane, will lead a panel titled “The Automation Black Hole: Who Really Owns Your Data?”

The session will explore first-party data, supply chain transparency and the balance of power between advertisers and major digital platforms as automated advertising systems become more prominent.

For marketers, the discussion addresses the need to distinguish between decisions that can be automated effectively and data assets that require greater control and protection.

The topic reflects a wider industry debate around how businesses can benefit from automation while retaining visibility into their marketing operations and the information that informs them.

AI and gaming reshape sports experiences

The event will also examine the convergence of generative AI, gaming technology and sports broadcasting.

Richard Nockles, Creative Director of Sports Innovation for Sky across Europe, the Middle East and Africa, will discuss how AI and game engines can support more personalised and interactive sports experiences.

The session will explore applications including AI-powered interpretation of live action, tactical analysis, player visualisations and interactive 3D digital representations.

These developments could create new ways for audiences to engage with sports content beyond conventional television formats, while opening additional opportunities for brands to connect with fans through immersive experiences.

Sara Sabry to headline NextM 2026

The event's headline speaker will be Sara Sabry, the first Arab and African woman in space and the first Egyptian astronaut.

Recognised by The Explorers Club as one of its “50 People Changing the World”, Sara will draw on her experiences to discuss resilience, leadership and navigating uncertainty.

Her participation connects the event's exploration theme with the broader challenge facing media and marketing leaders: preparing for unfamiliar conditions while making decisions in an environment of rapid change.

Partnerships supporting the event

WPP Media is partnering with several companies to deliver NextM 2026.

Amazon and Sky Media are listed as Platinum partners, The Trade Desk as a Gold partner, Seedtag and JustAd as Silver partners, and DoubleVerify and Multiply Media Group as Bronze partners.

The event forms part of WPP Media's wider effort to bring clients and industry partners together around emerging developments in media, advertising and technology across the Middle East and North Africa.

Preparing the industry for 2027 and beyond

NextM 2026: Uncharted comes as media and marketing organisations navigate changes across AI, consumer behaviour, advertising infrastructure and digital content.

By combining discussions on technology, audience trends, data governance, creators and sports innovation, WPP Media aims to give attendees a broader view of the opportunities and challenges ahead.

The event is invite-only. Interested participants can contact WPP Media's regional marketing and communications team at menamarcoms@wppmedia.com for further information or to register their interest.

About WPP Media

WPP Media is WPP's global media collective, bringing together media strategy, intelligence, data, technology, people and partners to help brands identify and pursue growth opportunities. It is part of WPP, a global marketing and communications company whose capabilities include media, creativity, production, technology and strategic consulting.

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Source and Credits

WPP Media press release