AI is thriving. Are we?
Accenture Song's Anusha Azees argues that Middle East marketing teams are adopting AI fast, and that the human cost of that pace is being ignored.
By Campaign Middle East · Oct 9, 2026
Marketing teams across the Middle East are adopting AI quickly. Anusha Azees, Marketing Reinvention Lead at Accenture Song, argues in this op-ed that the pace hides a human cost.
Her core point is that automating a broken process only makes it broken faster. Low psychological safety also gets in the way. People who feel unsure of their standing or their skills will not use the tools well, however good they are.
She offers three steps for CMOs and agency leaders. Make psychological safety part of the AI strategy. Give people time during the working day to learn. Measure wellbeing alongside efficiency, not after it.
The problem, in her telling, is how AI is led, not the technology itself. The teams that win will be the ones that feel secure and capable enough to use it. The piece ties into World Mental Health Day, and it is a useful check for any team rolling out AI this quarter.