Frankly Speaking: Regional conflicts through the lens of Western media

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Frankly Speaking: Regional conflicts through the lens of Western media

Frankly Speaking: Regional conflicts through the lens of Western media
  • CNN’s International Diplomatic Editor Nic Robertson says journalists shut out by Israel depend on local reporters risking their lives to tell the story
  • Since Israel makes allegations against journalists killed by its forces in Gaza, Robertson says it should provide reporters the ability to test those claims

RIYADH: As critics accuse Western media of complicity in Gaza’s “genocide” by echoing Israeli narratives and playing down its deadly attacks on local journalists, CNN’s Nic Robertson says international media shut out by Israel depend on local reporters who risk their lives to tell the story.

Appearing on the Arab News current affairs program “Frankly Speaking,” Robertson, CNN’s international diplomatic editor and a veteran war correspondent, sought to explain Western media coverage of the war in Gaza.

“I think we’re doing a huge amount to report on the suffering of Palestinians,” he said.

“We have teams in Gaza who are reporting for us, who we liaise with daily, hourly, and who help us get that frontline reporting that we can’t do ourselves. And they’re hugely courageous and do a tremendous job of bringing the absolute despair and destruction that’s going on in Gaza.”

Since the war began in October 2023, Israeli authorities have prevented foreign journalists from entering Gaza, allowing only a handful of tightly controlled visits accompanied by its troops.

To illustrate the difficulties of covering the war remotely, Robertson recalled reporting on a young child who died from starvation — a case Israel disputed.




Nic Robertson, who has reported for CNN International from Sarajevo, Kabul and beyond since 1990, agreed with ‘Frankly Speaking’ host Katie Jensen that Gaza is the most dangerous and restrictive environment he has seen. (AN Photo)

“I was sitting in Israel reporting on the death through starvation of a young child,” he told “Frankly Speaking” host Katie Jensen. “Israel disputes that the child died of starvation, disputes the narrative that comes from Gaza — says that this is all sort of Hamas propaganda.”

The story, he added, was emotionally wrenching. “It was hugely difficult to see the images and to tell that story because it’s emotionally hard. And you can only begin to imagine what it’s like for those families inside of Gaza.”

Israel began bombarding Gaza after a Hamas-led Palestinian militant attack on Israel on Oct. 7, 2023, in which about 1,200 people, mostly civilians, were killed and 251 taken hostage, according to Israeli tallies. 

Israel’s retaliatory military campaign has since killed more than 68,500 people in Gaza, most of them civilians, according to Gaza health authorities, and devastated the enclave.

Human rights groups and the UN accuse Israel of using starvation as a weapon of war by systematically restricting food and aid. International organizations say famine and widespread malnutrition are direct consequences of these policies.

Of the more than 400 reported starvation deaths, at least 151 children have died from acute malnutrition since the start of the war — most of them in 2025 — according to Palestinian health authorities.

Even after a fragile ceasefire took effect on Oct. 10, Gaza remains one of the most dangerous places in the world for journalists.

In September, UN Special Rapporteur Irene Khan called the conflict “the deadliest ever for journalists.”

Robertson, who has reported from Sarajevo, Kabul and beyond, agreed that Gaza is the most dangerous and restrictive environment he has seen. Yet, he noted, as in most wars, it is local journalists who bear the greatest risk.




The blood-covered camera belonging to Palestinian photojournalist Mariam Dagga, who was killed in an Israeli strike on Nasser hospital in the southern Gaza Strip during the Israel-Hamas war. (AFP/File Photo)

Asked if Gaza was the most dangerous and restrictive environment that he had ever reported from, he said: “It is. And I think as with all the journalist casualties we see around the world, in whichever conflict, almost invariably, they are the local journalists.

“That’s what we’re seeing in Gaza again — it’s the local journalists who are paying the highest price to try to bring the state of the war that’s developing and enveloping them and their lives and their families to the rest of the world. And that’s something all of us, who would like to be in Gaza reporting, deeply respect. It’s the ultimate sacrifice. In this profession, too many people have to pay that price.”

By mid-September, 252 Palestinian journalists had been killed in Israel’s offensive, according to UN figures. A separate count by Shireen.ps, a site named after slain Al Jazeera journalist Shireen Abu Akleh, put the toll at more than 270.

Under international humanitarian law, journalists enjoy civilian protection unless they take direct part in hostilities.

But Israel has been accused of deliberately targeting journalists in Gaza.

Investigations by press freedom groups, the UN, and major media outlets indicate Israeli forces have deliberately attacked reporters.

Between October 2023 and January 2025, Reporters Without Borders filed five complaints with the International Criminal Court, providing evidence that the Israeli military committed war crimes against journalists in Gaza.

Israel denies deliberately targeting reporters, saying deaths occurred during operations against Hamas or involved individuals allegedly linked to militant groups.

Asked whether Israel has shown disregard for journalists’ lives and should face accountability, Robertson said the allegations are difficult to verify.

“Israel has named some of the journalists or said that some of the journalists that it’s killed belong to Hamas,” he said. “The proof of that hasn’t been put in a public forum for complete scrutiny.

“And part of the scrutiny that a journalist like me would want to probe those kinds of allegations is to be there on the ground and talk to people on the ground,” he added. “So, Israel’s allegations are hard to prove or disprove.”




Asked by host Katie Jensen whether Israel has shown disregard for journalists’ lives and should face accountability, Robertson said the allegations are difficult to verify. (AN Photo)

In August, seven journalists were killed when Israel targeted their tent in Gaza City, drawing condemnation from the UN and global media organizations.

Israel claimed one of them, Al Jazeera’s Anas Al-Sharif, was “the head of a Hamas terrorist cell,” but the BBC reported the military offered little evidence. The Committee to Protect Journalists’ CEO Jodie Ginsberg told the British outlet there was “no justification” for Al-Sharif’s killing.

Robertson said friends of the slain journalists “would dispute what Israel has said,” adding that some journalists have been hit in follow-up strikes — a tactic not uncommon in war.

“Over the past month or so, where a group of journalists went to report on one strike and then Israel had a follow-on strike.”

On Aug. 25, a double Israeli strike on Nasser Hospital in Khan Younis killed 20 people, including five journalists from the Associated Press, Reuters, Al Jazeera and Middle East Eye.

“This is not uncommon in war, to have follow-on strikes, but the result of it was very clear that the journalists and recovery workers who’d gone there in the immediate aftermath of the first strike were again targeted,” Robertson said.

“It’s increasingly the case that journalists will be caught up in those strikes.”

Still, he emphasized, the inability to investigate Israel’s claims firsthand is deeply frustrating.

“I think when it comes to the allegations that Israel has made that journalists were members of proscribed organizations like Hamas, is a very frustrating one for journalists stuck on the outside who would like to do due diligence and follow up on those allegations and report the findings,” he said.

“If Israel makes those allegations, then perhaps it could provide the ability for reporters to test their claims — and that’s just not possible right now.”




There have been calls for independent, effective, and thorough investigations into the killings of journalists, citing mounting evidence of targeted attacks during the conflict. (AFP/File Photo)

When asked whether CNN journalists feel frustrated by the access restrictions, Robertson said such limits are not new — but Gaza is uniquely closed off.

“I think back to other wars we’ve covered that have been dangerous,” he said. “And I think back, perhaps to 1992 to 1995, in Bosnia, the journalists there were able to get into Sarajevo, a city under siege.

“The besieging forces wouldn’t allow journalists easy access to get in. They controlled the access, but they still allowed journalists to get through the front lines. It wasn’t an easy process.”

However, he said that while the situation was “fraught with danger,” it was “perhaps not the same dangers that exist in Gaza” where the situation is “absolutely beyond that in the realm that we can’t get there.”

In terms of access, he said: “We’re not permitted either from crossing from Egypt or crossing from Israel. And that’s a frustration because to be there, you feel that you can tell the story and bring the voices from the story.”

Still, Robertson said, those voices “are not extinguished,” thanks to local journalists who continue to report despite immense danger, but the restriction “limits the world’s understanding and scale of what is happening.”

On a personal note, Robertson spoke of how he copes with decades of war coverage — from Iraq and Afghanistan to Libya, Syria, Ukraine, and now Gaza.

“I’m incredibly lucky,” he said.

“I have a very, very supportive family. My wife is a journalist. Well, was a journalist. We met while at CNN during the buildup to the first Gulf War.

“Indeed, she came with me to Baghdad when the first Gulf War started. We’ve seen each other in difficult situations.

“Our daughters, who are now grown and one of them is a journalist as well, understand what it is I do,” he added, stressing that “being able to go home and just be dad and a husband is incredibly grounding.”

Still, he admitted that the work has left emotional scars. “When you watch suffering up close and you talk to people who’ve suffered, who’ve lost loved ones, I kind of feel that the burden of that is accumulative.

“Our family jokes that if we’re sitting at home watching a movie, I’m the first one to have tears rolling down my cheeks. And I don’t think I was like that 20 or 30 years ago,” he said.




Reflecting on journalism’s future amid many challenges, including from artificial intelligence, Robertson highlighted to Frankly Speaking the fact that serious reporting and serious audiences “go hand in hand.” (AN Photo) 

Robertson said his earliest assignments remain the most vivid, including in Afghanistan during the Taliban’s early years in the mid-1990s.

“Just what the utter desperation of families whose villages had been destroyed, mud homes reduced,” he said. “The mud on the floor and a man with a shovel one October, then digging through, looking for the remains of his family’s possessions in what was left of his house and pulling out an old iron bedstead.”

“For me, it just told me about the appalling paucity and tragedy that accompany war the world over.”

Reflecting on journalism’s future amid many challenges, including from artificial intelligence, Robertson said serious reporting and serious audiences “go hand in hand.” 

“There is an appetite for good, trustworthy journalism,” he added. “And I think if we can keep delivering that, there’ll be an audience that wants it.”

“And I suppose one of my takeaway experiences from the last 30 years or so — and it’s a shame that this is the experience in a way — but people value news more when it’s really important to them. And here I’m thinking of countries in conflict.”

He cited the example of the four-day war between India and Pakistan in May. “There was an immense appetite in the region there, both in India and Pakistan, and more broadly in the region, for journalism like ours at CNN that was seen as nonpartisan,” he said.

“So, absolutely, there is an appetite for what we offer, which is trustworthy, unbiased, unvarnished news reporting. And we stay true to that, and we’ll have to continue to stay true to that.”

Robertson added: “They’ll come to us when they realize they need us. And that may take a number of people in their tens of millions to stray into the rumor mills and the twisting that’s available on everywhere they turn on their social media feeds.

“But people will trust people who are trustworthy. That’s my core belief, and that’s never been shaken by this, and I don’t believe it will change.” 


Everything you need to know about Arab News’ 50 languages list

Everything you need to know about Arab News’ 50 languages list
Updated 24 October 2025

Everything you need to know about Arab News’ 50 languages list

Everything you need to know about Arab News’ 50 languages list
  • The new feature allows readers to translate the newspaper into dozens of languages

LONDON: On Wednesday, Arab News unveiled its latest initiative, making its publication available in 50 languages.

The announcement, made on the sidelines of the FIPP World Media Congress in Madrid, is part of a broader technological push by the newsroom that began with the newspaper’s digital transformation and rebranding in 2018.

Powered by CAMB.AI’s technology, the artificial intelligence feature, still in its beta version, allows readers to translate Arab News articles into several languages, including Spanish, Italian, Mandarin, Malay, and Russian, with the potential to reach more than 6 billion people, or about 80 percent of the global population.

Beyond its apparent simplicity, the new feature, the first of its kind in media, offers new opportunities beyond journalism, enhancing Arab News’ role as a major international media outlet and a pioneer in bridging cultures through journalism and innovation.

So, how does it actually work?

Relying on CAMB.AI’s MARS and BOLI models, advanced text-to-audio and neural machine translation systems, respectively, the platform uses adaptive machine learning to deliver fast and contextually accurate translations, with 95 percent accuracy.

Users can access the feature by clicking on the green circle icon labeled “EN” at the bottom left of the website.

After signing in or registering with an email address, readers can select up to five languages for translation. Preferences are saved but can be changed at any time.

To translate, users click the same icon and choose their desired language — the page updates instantly.

Users can track their article count through this button, as each user can translate up to 25 articles per month.

The Madrid event also featured a screening of “Rewriting Arab News,” a documentary chronicling the newspaper’s five-decade journey, from its founding in 1975 by the Hafez brothers in Jeddah to its ongoing digital transformation under its parent company, the Saudi Research and Media Group.

“Thanks to modern technology, Arab News, which launched in 1975 as a voice for in English, will now be the voice of a changing region in 50 languages,” said Arab News Editor-in-Chief Faisal J. Abbas.

“This year we’re turning 50. And we were adamant that our celebration will not be a farewell party but rather a rebirth,” Abbas said. “We’re proud to be embracing technology, not resisting it.”


TikTok is reshaping shopping journey in MENA, study reveals

TikTok is reshaping shopping journey in MENA, study reveals
Updated 24 October 2025

TikTok is reshaping shopping journey in MENA, study reveals

TikTok is reshaping shopping journey in MENA, study reveals
  • 77 percent of consumers in MENA discover new products on TikTok
  • 69 percent say they are more open to seeing ads on TikTok than on other platforms

RIYADH: New research from TikTok has revealed how consumers across the Middle East and North Africa are embracing discovery-led commerce, with the platform influencing every stage of the shopping journey.

According to the findings, 77 percent of consumers discover new products on TikTok, accounting for 15 percent of all product discoveries across media, emails and word-of-mouth combined.

Across MENA, Q4 remains the region’s busiest shopping season, as global sales events such as Black Friday, Singles’ Day and Cyber Monday overlap with regional celebrations such as Saudi National Day, UAE National Day and a vibrant calendar of cultural festivals.

TikTok’s data shows that the season is no longer limited to short spikes in activity, as 66 percent of MENA consumers shop outside major sales events, spreading their purchases across the quarter. More than half of users report making impulse purchases after seeing TikTok videos, while 69 percent say they are more open to seeing ads on TikTok than on other platforms.

Spending is distributed through October (34 percent), November (39 percent), and December (27 percent), indicating sustained engagement rather than brief shopping surges.

The platform said that this sustained engagement throughout Q4 offers new opportunities for brands to connect with audiences.

“TikTok drives impact at every stage of the shopping journey, starting with discovery and continuing through purchase and post-purchase advocacy,” said Aref Yehia, head of business partnerships for retail and e-commerce at TikTok MENA.

“These results highlight the region as a leader in adopting discovery-led shopping behaviors and showcase the opportunities this creates for brands across markets.”

As Q4 becomes an increasingly critical period for brands, the platform is positioning itself as a strategic partner, offering data insights, creative tools and a space where discovery drives business outcomes.

“By leveraging TikTok, businesses can engage audiences in smarter, more efficient ways, building campaigns that align with consumer expectations and maximize seasonal success,” Yehia added.


Arab News launches translation services in 50 languages at FIPP Media congress in Madrid

Arab News launches translation services in 50 languages at FIPP Media congress in Madrid
Updated 23 October 2025

Arab News launches translation services in 50 languages at FIPP Media congress in Madrid

Arab News launches translation services in 50 languages at FIPP Media congress in Madrid
  • Using artificial intelligence, ’s first English daily is now accessible to 80 percent of the world’s population
  • Embracing innovation over apprehension, Arab News is harnessing AI to empower journalists and expand global reach

MADRID: Arab News, ’s first English-language daily, has launched the beta version of an artificial intelligence-powered translation service that makes its news, views, and analysis available in 50 languages.

The announcement was made by Editor-in-Chief Faisal J. Abbas during a special event in Madrid, coinciding with the FIPP World Media Congress 2025 and marking the newspaper’s Golden Jubilee.

“Thanks to modern-day technology, Arab News, which launched in 1975 to be a voice for in English, will now be the voice of a changing region in 50 languages, reaching a remarkable 6.5 billion people, or 80 percent of the world population,” Abbas told a side event on Wednesday evening.

Attendees included Princess Haifa bint Abdulaziz Al-Mogrin, the Saudi ambassador to Spain, Arab and Spanish diplomats, and senior editors and executives.

Abbas, who has overseen the newspaper’s digital transformation since 2016, told attendees the project reflects both Arab News’ longstanding role as ’s voice in English and the publication’s commitment to telling the story of a region undergoing rapid change.

“The idea stems from the importance of telling our story, particularly in a region where events influence the whole world and where the beating heart, , is undergoing massive transformation and reforms under Vision 2030,” he added.

The cutting-edge translation platform is powered by technology developed by CAMB.AI, a regional startup that has quickly become one of the Arab world’s most promising AI success stories on the global stage.

“The internet was created for English speakers and we decided to redesign it for the world,” said Avneesh Prakash, CEO of CAMB.AI.

“We created CAMB.AI as the most comprehensive localization AI platform in the world, building on top of our foundational AI models.”

Prakash said the technology enables “leading organizations across the world to localize their content — video, audio, text, documents, website — anything to help brands reach the global population beyond language barriers.

“Partnering with Arab News to launch in 50 languages during its 50th anniversary year demonstrates our dedication to breaking down these barriers. Arab News stands for authentic content and now with CAMB.AI technology it can reach billions of people.”

The event also featured a screening of “Rewriting Arab News.”

The documentary chronicles the newspaper’s five-decade journey, from its founding in 1975 by the brothers Mohammad and Hisham Ali Hafez in Jeddah, to its ongoing digital transformation under the paper’s parent company, the Saudi Research and Media Group.

The film, which has been shortlisted for a prestigious 2025 AIB Art and Culture Video Award, highlights how Arab News evolved from a national print publication into a globally recognized digital media platform.

The event was hosted by Juan Senor, media analyst and president of Innovation Media Consulting Group, who underscored the “threats and opportunities” AI presents to the media industry at this pivotal moment.

Senor said AI is a “huge disruption to publishing, storytelling, (and) journalism,” but where “some see a threat,” Arab News sees “an opportunity.”

Just as the publication adopted a digital-first approach, it is now embracing AI “responsibly, creatively, intelligently” with the aim of empowering journalists, instead of replacing them, he added.

“The evolution of Arab News mirrors the transformation of the Kingdom of itself. Two journeys side by side, both rooted in tradition, both driven by ambition, and both embracing change,” Senor said.

Among the attendees were Cristina Juarraz, assistant director and programming coordinator at Casa Arabe; Pedro Gonzalez, journalist and co-founder of Euronews; Ivan Moreno de Cozar y Landahl, secretary-general at Alliance Francaise Madrid; Jaime Barrientos, war reporter and Middle East expert; and Jorge Hevia Sierra, former Spanish ambassador to .

The event also drew several Arab diplomats, including Raghad A. Alsaqqa, Jordan’s ambassador to Spain; Hani Shamatli, Lebanon’s ambassador to Spain; Walid Abuabdalla, Libya’s ambassador to Spain; and Husni Abdel Wahed, Palestine’s ambassador to Spain.

Other attendees included Mohammad Alshohomi, Kuwait’s charge d’affaires ad interim in Spain; Ehab Ahmed Badawy, Egypt’s ambassador to Spain; Saleh Ahmad Salem Alzaraim Alsuwaidi, the UAE’s newly appointed ambassador; and Malek Twal, head of the Arab League’s office in Madrid.

The launch of the multilingual platform underscores Arab News’ continued expansion as a major international media outlet and pioneer in bridging cultures through journalism and innovation.

Since its founding, Arab News has built a reputation as the “voice of a changing region,” reflecting the Kingdom’s development, diplomacy, and modernization.

Abbas said the debut of the AI-powered service marks a milestone moment for the newspaper, merging technology and storytelling to share the region’s perspectives with global audiences.

“This year we’re turning 50. And we were adamant that our celebration will not be a farewell party but rather a rebirth,” Abbas said. “We’re proud to be embracing technology, not resisting it.”


OpenAI launches Atlas browser to compete with Google Chrome

OpenAI launches Atlas browser to compete with Google Chrome
Updated 23 October 2025

OpenAI launches Atlas browser to compete with Google Chrome

OpenAI launches Atlas browser to compete with Google Chrome
  • OpenAI has said ChatGPT already has more than 800 million users but many of them get it for free
  • OpenAI’s browser will face a daunting challenge against Chrome, which has amassed about 3 billion worldwide users

OpenAI introduced its own web browser, Atlas, on Tuesday, putting the ChatGPT maker in direct competition with Google as more Internet users rely on artificial intelligence to answer their questions.
Making its popular AI chatbot a gateway to online searches could allow OpenAI, the world’s most valuable startup, to pull in more Internet traffic and the revenue made from digital advertising. It could also further cut off the lifeblood of online publishers if ChatGPT so effectively feeds people summarized information that they stop exploring the Internet and clicking on traditional web links.
OpenAI has said ChatGPT already has more than 800 million users but many of them get it for free. The San Francisco-based company also sells paid subscriptions but is losing more money than it makes and has been looking for ways to turn a profit.
OpenAI said Atlas launches Tuesday on Apple laptops and will later come to Microsoft’s Windows, Apple’s iOS phone operating system and Google’s Android phone system.
OpenAI CEO Sam Altman called it a “rare, once-a-decade opportunity to rethink what a browser can be about and how to use one.”
But analyst Paddy Harrington of market research group Forrester said it will be a big challenge “competing with a giant who has ridiculous market share.”
OpenAI’s browser is coming out just a few months after one of its executives testified that the company would be interested in buying Google’s industry-leading Chrome browser if a federal judge had required it to be sold to prevent the abuses that resulted in Google’s ubiquitous search engine being declared an illegal monopoly.

 

But US District Judge Amit Mehta last month issued a decision that rejected the Chrome sale sought by the US Justice Department in the monopoly case, partly because he believed advances in the AI industry already are reshaping the competitive landscape.
OpenAI’s browser will face a daunting challenge against Chrome, which has amassed about 3 billion worldwide users and has been adding some AI features from Google’s Gemini technology.
Chrome’s immense success could provide a blueprint for OpenAI as it enters the browser market. When Google released Chrome in 2008, Microsoft’s Internet Explorer was so dominant that few observers believed a new browser could mount a formidable threat.
But Chrome quickly won over legions of admirers by loading webpages more quickly than Internet Explorer while offering other advantages that enabled it to upend the market. Microsoft ended up abandoning Explorer and introducing its Edge browser, which operates similarly to Chrome and holds a distant third place in market share behind Apple’s Safari.
Perplexity, another smaller AI startup, rolled out its own Comet browser earlier this year. It also expressed interest in buying Chrome and eventually submitted an unsolicited $34.5 billion offer for the browser that hit a dead end when Mehta decided against a Google breakup.
Altman said he expects a chatbot interface to replace a traditional browser’s URL bar as the center of how he hopes people will use the Internet in the future.
“Tabs were great, but we haven’t seen a lot of browser innovation since then,” he said on a video presentation aired Tuesday.
A premium feature of the ChatGPT Atlas browser is an “agent mode” that accesses the laptop and effectively clicks around the Internet on the person’s behalf, armed with a users’ browser history and what they are seeking to learn and explaining its process as it searches.
“It’s using the Internet for you,” Altman said.
Harrington, the Forrester analyst, says another way of thinking about that is it’s “taking personality away from you.”
“Your profile will be personally attuned to you based on all the information sucked up about you. OK, scary,” Harrington said. “But is it really you, really what you’re thinking, or what that engine decides it’s going to do? ... And will it add in preferred solutions based on ads?”
About 60 percent of Americans overall — and 74 percent of those under 30 — use AI to find information at least some of the time, making online searches one of the most popular uses of AI technology, according to findings from an Associated Press-NORC Center for Public Affairs Research poll taken over the summer.
Google since last year has automatically provided AI-generated responses that attempt to answer a person’s search query, appearing at the top of results.
Reliance on AI chatbots to summarize information they collect online has raised a number of concerns, including the technology’s propensity to confidently spout false information, a problem known as hallucination.
The way that chatbots trained on online content spout new writings has been particularly troubling to the news industry, leading The New York Times and other outlets to sue OpenAI for copyright infringement and others, including The Associated Press, to sign licensing deals.
A study of four top AI assistants including ChatGPT and Google’s Gemini released Wednesday showed nearly half their responses were flawed and fell short of the standards of “high-quality” journalism.
The research from the European Broadcasting Union, a group of public broadcasters in 56 countries, compiled the results of more than 3,000 responses to news-related questions to help ascertain quality responses and identify problems to fix.
 


Publicis Groupe Middle East and Snapchat launch intelligence hub Youth Studio

Publicis Groupe Middle East and Snapchat launch intelligence hub Youth Studio
Updated 21 October 2025

Publicis Groupe Middle East and Snapchat launch intelligence hub Youth Studio

Publicis Groupe Middle East and Snapchat launch intelligence hub Youth Studio
  • Initiative will provide marketers with real-time insights based on multiple data sources

DUBAI: Publicis Groupe Middle East, in partnership with Snapchat, on Tuesday launched Youth Studio, a hub designed to provide marketers with exclusive insights about young audiences, specifically Gen Z and Gen Alpha.

Jennifer Fischer, chief growth and innovation officer, Publicis Groupe Middle East and Turkiye, told Arab News: “ has the youngest population in the GCC and one of the fastest-moving economies in the region. That combination means brands and government entities can’t afford to rely on outdated assumptions or global reports that don’t account for the cultural nuances here.

“Youth Studio is our answer to that, built for the depth and pace this region requires.”

Fischer described the studio as a “living ecosystem” combining data, research and creativity rather than a “physical space or a static platform.”

Youth Studio consists of four key dimensions: A specific methodology; insights based on real-time data; a community of more than 400 Gen Z professionals from Publicis Groupe, with a smaller group identified as “heroes” who help validate the work; and a modular toolkit.

The modular approach means that Youth Studio is not a “one-size-fits-all program,” but rather a “set of strategic modules, so brands can plug in where they need the most value,” whether that is “understanding culture, fine-tuning an idea or identifying the right partners and moments to activate,” Fischer explained.

Each module is designed to help brands address specific challenges, she added.

For example, the “Code Compass” module helps brands understand how certain themes resonate with youth, such as what “home” means for a furniture brand or “success” for a bank.

“Idea Turner” helps brands refine existing ideas or campaigns to make them more relevant to youth culture by identifying the right tone, language, partnerships and cultural entry points.

And “What’s Hot/What’s Not” is a dedicated module built with Snapchat, focusing on how brands can translate cultural cues into Snapchat-specific campaign ideas.

Youth Studio is supported by Publicis Groupe’s “Youth Uncliched Series,” which is “not a single report but rather a living synthesis of all our ongoing data, research and cultural analysis,” Fischer said.

It combines intelligence from various sources such as BEAT, the group’s proprietary research tool that gathers live weekly data; qualitative research and interviews, conducted with youth aged 9 to 27; digital and social intelligence tools that “track cultural trends, memes and behavioral shifts across the broader online ecosystem”; and Snapchat’s insights that provide a “behavioral and creative layer,” she added.

Snapchat reaches in excess of 75 million daily active users in the GCC, including more than 90 percent of 13-34-year-olds in and one in three in the UAE, according to a statement.

The platform “has become the pulse of Saudi creativity, where global trends are remixed with local identity,” and “by pairing that cultural heartbeat with Publicis Groupe’s regional scale, we’re turning these insights into strategies that brands can build on,” Rasha El-Ghoussaini, head of Agency at Snap Inc. MENA, told Arab News.

Youth Studio will be accessible to all Publicis Groupe Middle East clients across agencies. Fischer said that the network is open “to engaging with brands who are keen on connecting with the youth, but our priority is to bring added value to Publicis Groupe clients first.”

FASTFACT

YOUTH IN THE MIDDLE EAST

- Only 15 percent feel represented in adverts

- 52 percent value a balance between religious teachings and modern life

- 85 percent of Gen Alpha look up to their parents vs 49 percent to friends or siblings and 21 percent to media influencers

- 60 percent believe they learn fastest with AI

- 43 percent believe AI has given them new possibilities they had not imagined