The Future of Creator Marketing in 2026

How do you win in an era of AI-generated content? In this conversation, recorded during MENA Digital Awards and Digital Media Forum, Lara hosts Abed Agha, Founder & CEO of Sociata, the first creator marketing company in the Middle East. With over 10 years of experience in the space, Abed breaks down the massive shift from traditional TV-style social ads to creator-led content that actually converts.

We dive deep into:

• ✅ The AI Co-pilot: Why AI won't replace creators, but will instead become their most powerful ally.
• ✅ The "X Factor": Why human insight and local cultural nuances (like the difference between Riyadh and Jeddah) remain untouchable by algorithms.
• ✅ The End of Vanity Metrics: Why follower counts are useless and why "Watch Time" is the only metric that matters in the attention economy.

🎧 Whether you’re a marketer, founder, or creator, this episode breaks down how to turn your YouTube presence into a real brand asset.

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