Communicate has announced the third edition of the Communicate AI Conference, scheduled for 29 September 2026 at Dubai Knowledge Park in partnership with NordStella, under the theme “The Age of Abundance.” Senior executives from advertising, media, technology, finance, retail, tourism and entertainment will attend to examine where AI’s strengths end and human creativity still matters.
The event will put the industry’s changing value proposition under the microscope, asking bluntly: “If a machine can generate 100 versions of your ad in the time it takes to order a coffee, what exactly is the client paying an agency for?” Organisers say the conference will probe what agencies can sell now that AI has made content creation faster and cheaper, and where human judgment, taste and strategic thinking remain premium skills.
More than 90% of advertisers use AI for media planning and creative generation, according to an AI in Advertising Survey. The organisers also cite regional figures showing 96% of marketing and advertising professionals have used AI tools, though only 26% use them regularly and 70% worry about over-reliance on AI without human oversight.
Julien Hawari, Editor-in-Chief of Communicate, commented: “We didn’t pick ‘Abundance’ because it looks good on a backdrop, but because it’s the sentence nobody wants to say in front of a client: the work got cheap, and cheap work is everywhere. Taste is the only thing left that commands a premium, and half this region doesn’t know how to price it. This edition is where we make people say that out loud.”
Sahar Rafique, Managing Director of NordStella, added: “Every agency deck in this region has an AI slide now. That stopped being a differentiator a year ago. What decides who’s still standing in two years is whether they can prove a point of view a machine can’t fake.”
Communicate AI Conference agenda
The programme focuses on practical debate rather than theory. Sessions include “Do You Still Need an Agency?” — which examines fee models and traditional agency structures — “AI Ads Gone Wrong,” a review of notable misfires versus human-made winners, and “Do You Speak AI-rabic?” which asks whether regional culture and local nuance remain an AI-resistant advantage.
Other sessions will compare “AI Influencers vs Human Influencers,” explore “Investing in the Future of AI and Entertainment,” and address “AI Impact on Tourism Marketing,” a topic organisers say tackles a sector selling experiences that algorithms cannot fully replicate.
Speakers are drawn from major platforms and regional organisations, with senior representatives from Google, TikTok, Meta, Snap, talabat, ADNOC Distribution, Ras Al Khaimah Tourism Development Authority, Accenture Song, Parfums Christian Dior, WPP Media, Mashreq Bank, TECOM Group, Danube Home, Samsung Electronics, Accor and Mindshare among those listed.
Partners and sponsors
WPP Media is named strategic partner for the 2026 edition. Mario Soufia, SVP of Strategy, Growth and Marketing at WPP Media, said: “Our focus remains on meaningful client growth. WPP Open brings together our people, AI and intelligence to help clients make better critical decisions.” TikTok is confirmed as a Silver Sponsor, Vinfast as Tech Showcase Partner and Sherpa Communications as the official PR Partner.
Organisers position the conference as a meeting point for marketers, agency leaders, media owners and creators shaping the region’s next steps. To view the full agenda and register, visit https://nordstella.me/upcoming-event/communicate-ai-conference-2026/
