In a region as dynamic and culturally nuanced as the Middle East and North Africa, crafting meaningful client experiences demands more than just digital transformation?Çöit requires a thoughtful integration of technology with human understanding. At the forefront of this evolution is Zeeshan Masud, Director of Client Experience at Weber Shandwick MENAT. With a career rooted in relationship-building, sharpened by a forward-thinking embrace of AI, Zeeshan brings a unique lens to the shifting role of public relations in the digital age.In this conversation, Zeeshan reflects on the pivotal moments that shaped his approach to client engagement, particularly during the pandemic-driven digital pivot. He shares how Weber Shandwick is leveraging AI tools?Çönot as replacements for human intelligence, but as accelerators that empower teams to be more insightful, agile, and culturally attuned. From mapping reputation risks in real-time to tailoring communications for the diverse audiences of the GCC, Zeeshan offers a grounded perspective on navigating complexity with clarity.Join us as we explore how he balances the efficiency of data with the empathy of human intuition, ensuring that every client interaction remains meaningful, relevant, and future-ready.Reflecting on your career, what pivotal moments have shaped your approach to integrating technology in client experience management?Early in my career, the focus was heavily on face-to-face interactions and personal relationship building. But over time, I saw how technology could enhance, not replace, those relationships. A key moment was during the pandemic when digital platforms became lifelines for client engagement. That period taught me that the right technology can make interactions more meaningful by freeing up time to focus on what really matters: understanding client needs and delivering real value.In your role at Weber Shandwick MENAT, how do you balance the integration of AI tools with maintaining the human touch in client communications?We view AI as an enhancer, not a replacement. Our skills, capabilities, and experience remain at the core of everything we do. AI simply helps us enhance our output and accelerate the initial stages of our work. However, when it comes to building trust or navigating sensitive cultural conversations, nothing replaces human intuition. AI handles repetitive tasks and supports insight generation, but every final message is shaped through a human lens to ensure empathy, cultural relevance, and lasting impact. At Weber Shandwick, we also receive specialized training on advanced tools that help us identify market trends and contextualize insights for our client strategies and output, ensuring our recommendations are data-driven, human-enhanced, efficient and impactful.Can you share a specific instance where AI-enhanced insights significantly improved client outcomes or campaign effectiveness?In strategy development, AI plays a valuable role in enhancing our ability to identify trends and insights quickly. We use a range of specialized tools that efficiently filter and process large volumes of information, helping us spot emerging patterns early. However, we always apply human expertise to validate these insights, as AI-generated data isn?ÇÖt always 100% accurate or contextually nuanced.AI also helps us map conversations and track narrative shifts over time. This is particularly useful in understanding how reputation risks and key issues are evolving, allowing us to proactively guide clients on where potential challenges may emerge and how to address them effectively. While AI accelerates the data-gathering process, our human perspective ensures that final strategies remain thoughtful, culturally sensitive, and aligned with long-term brand objectives.With the rapid digital transformation in the GCC, how do you tailor client experiences to meet diverse cultural expectations across the region?The GCC is incredibly diverse, and one size doesn?ÇÖt fit all. While AI tools help us segment audiences and personalize content, we always consult local teams who understand the cultural nuances. A message that works in the UAE might not resonate the same way in Saudi Arabia or Kuwait. The key is blending data-driven insights with local expertise to craft communication that feels personal and culturally appropriate.You?ÇÖve mentioned that AI is transforming PR practices in the Middle East. What are some challenges you?ÇÖve faced in implementing AI-driven strategies, and how have you addressed them?One major challenge is that AI doesn?ÇÖt always grasp the emotional and cultural subtleties that are vital in this region. Misinterpretations can lead to poorly timed or inappropriate messaging. We address this by using AI for data gathering and preliminary analysis but relying on human judgment for final decision-making.What measures do you take to ensure that AI-generated content aligns with the nuanced cultural and emotional contexts of the Middle Eastern audience?We never publish AI-generated content without human review. For example, Arabic translations often need careful refinement to capture the right tone and emotion. Cultural sensitivity is essential. One misstep can undo years of relationship-building. At Weber Shandwick we have local language experts involved in every campaign to make sure our messages are respectful, relevant, and resonate with local values.How do you see the role of PR evolving in the Middle East as governments and businesses increasingly adopt AI and digital technologies?PR has evolved beyond its traditional storytelling role to become a driver of strategic business solutions, leveraging both technological data and human insights. As AI and digital technologies take on more routine and analytical tasks, PR professionals are focusing their expertise on creativity, reputation management, and fostering long-term trust. The real leaders in this space will be those who can interpret data intelligently while applying deep cultural and human understanding, helping brands navigate an increasingly complex digital landscape without compromising authenticity.How do you stay informed and ahead in the rapidly evolving fields of AI and digital communications?Whether it?ÇÖs through industry reports, global conferences, or simply exchanging ideas with colleagues across markets, I make it a point to stay close to what?ÇÖs new and what?ÇÖs next. But more importantly, I try to understand how these changes impact real people and businesses. Because at the end of the day, technology is only valuable if it helps us connect better and deliver greater value to those we serve.