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Resources/Reports & Guides

Reports and Guides

Check out our articles and guides on the latest in customer engagement.

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

In an era defined by AI and automation, many marketers worry the discipline is losing its creative soul. But what if the opposite is true and artificial intelligence is making creativity more alive and human than ever? AI hasn’t killed creativity; it’s revealed how narrow most brands’ definition of “creativity” has become. For years, marketing has been constrained by operating models built around calendars, campaigns, and channels. It’s about output rather than impact, and it’s led to increasingly indistinguishable creative initiatives across the market. In this guide we cover: How technology is a catalyst, not killer of creativity The modern creativity manifesto for marketers Your AI creativity playbook, featuring five key use cases for heightened creativity within the composable AI stack and specifically within the Braze platform—from generative to agentic AI

Black Friday & Cyber Monday consumer trends across MENAT in 2026

Black Friday & Cyber Monday consumer trends across MENAT in 2026

Despite global economic uncertainty, the MENAT retail sector is booming, with many consumers planning to spend more during this year’s Black, White, or Yellow Friday and Cyber Monday (BFCM) sales. However, capturing this high consumer confidence requires navigating fragmented touchpoints—especially since 97% of shoppers now demand seamless "phygital" experiences that blend physical and digital spaces. This report, shaped by proprietary research, gives you a practical roadmap to navigate these changing buyer behaviours and unlock this massive growth opportunity. In this report, we cover: Top trends and data insights: Fresh consumer data gathered from 1,000 shoppers across Dubai and Saudi Arabia, and more. Five pivotal consumer trends: The essential strategies brands must deploy to navigate pricing scepticism, social media engagement shifts, and evolving buyer personas. The experiential evolution: How customer journeys are being reimagined and why brands need to enhance the phygital experience to allow shoppers to discover, browse, and buy seamlessly, wherever they choose to shop

Beyond the Send: Inside Adairs and TerryWhite Chemmart's Shift to Intelligent Engagement

Beyond the Send: Inside Adairs and TerryWhite Chemmart's Shift to Intelligent Engagement

Across Australia and New Zealand, retailers are discovering that yesterday's batch-and-blast campaigns are no match for today's customers. The brands pulling ahead are those replacing generic sends with intelligent, real-time engagement that reflects who their customers are, what they care about, and where they are in the journey. Produced in partnership with Inside Retail, this guide unpacks the transformation journeys of homeware retailer Adairs and health hub TerryWhite Chemmart, two leading ANZ retailers that moved from rigid campaign calendars to responsive, cross-channel engagement powered by Braze. Dive in to discover: How both retailers broke free from legacy tech stacks and fragmented data to unlock real-time segmentation and personalisation at scale The technology, team shifts, and test-and-learn frameworks driving smarter retail marketing across ANZ Why personalisation is not a feature but an organisational shift, and what it takes to build a system that recognises context, triggers the right message at the right moment, and improves over time

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

In an era defined by AI and automation, many marketers worry the discipline is losing its creative soul. But what if the opposite is true and artificial intelligence is making creativity more alive and human than ever? AI hasn’t killed creativity; it’s revealed how narrow most brands’ definition of “creativity” has become. For years, marketing has been constrained by operating models built around calendars, campaigns, and channels. It’s about output rather than impact, and it’s led to increasingly indistinguishable creative initiatives across the market. In this guide we cover: How technology is a catalyst, not killer of creativity The modern creativity manifesto for marketers Your AI creativity playbook, featuring five key use cases for heightened creativity within the composable AI stack and specifically within the Braze platform—from generative to agentic AI

Black Friday & Cyber Monday consumer trends across MENAT in 2026

Black Friday & Cyber Monday consumer trends across MENAT in 2026

Despite global economic uncertainty, the MENAT retail sector is booming, with many consumers planning to spend more during this year’s Black, White, or Yellow Friday and Cyber Monday (BFCM) sales. However, capturing this high consumer confidence requires navigating fragmented touchpoints—especially since 97% of shoppers now demand seamless "phygital" experiences that blend physical and digital spaces. This report, shaped by proprietary research, gives you a practical roadmap to navigate these changing buyer behaviours and unlock this massive growth opportunity. In this report, we cover: Top trends and data insights: Fresh consumer data gathered from 1,000 shoppers across Dubai and Saudi Arabia, and more. Five pivotal consumer trends: The essential strategies brands must deploy to navigate pricing scepticism, social media engagement shifts, and evolving buyer personas. The experiential evolution: How customer journeys are being reimagined and why brands need to enhance the phygital experience to allow shoppers to discover, browse, and buy seamlessly, wherever they choose to shop

Beyond the Send: Inside Adairs and TerryWhite Chemmart's Shift to Intelligent Engagement

Beyond the Send: Inside Adairs and TerryWhite Chemmart's Shift to Intelligent Engagement

Across Australia and New Zealand, retailers are discovering that yesterday's batch-and-blast campaigns are no match for today's customers. The brands pulling ahead are those replacing generic sends with intelligent, real-time engagement that reflects who their customers are, what they care about, and where they are in the journey. Produced in partnership with Inside Retail, this guide unpacks the transformation journeys of homeware retailer Adairs and health hub TerryWhite Chemmart, two leading ANZ retailers that moved from rigid campaign calendars to responsive, cross-channel engagement powered by Braze. Dive in to discover: How both retailers broke free from legacy tech stacks and fragmented data to unlock real-time segmentation and personalisation at scale The technology, team shifts, and test-and-learn frameworks driving smarter retail marketing across ANZ Why personalisation is not a feature but an organisational shift, and what it takes to build a system that recognises context, triggers the right message at the right moment, and improves over time

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

AI didn’t kill creativity, outdated marketing did: How to claim your creative advantage in the age of AI

In an era defined by AI and automation, many marketers worry the discipline is losing its creative soul. But what if the opposite is true and artificial intelligence is making creativity more alive and human than ever? AI hasn’t killed creativity; it’s revealed how narrow most brands’ definition of “creativity” has become. For years, marketing has been constrained by operating models built around calendars, campaigns, and channels. It’s about output rather than impact, and it’s led to increasingly indistinguishable creative initiatives across the market. In this guide we cover: How technology is a catalyst, not killer of creativity The modern creativity manifesto for marketers Your AI creativity playbook, featuring five key use cases for heightened creativity within the composable AI stack and specifically within the Braze platform—from generative to agentic AI

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Acquisition Engagement Onboarding Reduce Churn Retention Email Mobile Push Notifications Customer Engagement Braze Announcements Personalization Cross-Channel AI and Machine Learning Brand Humanity Braze Alloys Building Braze

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