DUBAI – In an era where artificial intelligence dominates business conversations, Dubai-based TIDAL, the region’s first brand-led performance agency, is demonstrating how AI can be strategically harnessed to drive substantial brand growth while maintaining essential human storytelling elements.
Founded by Simon Lomas and Liam Troughton, TIDAL represents a new breed of marketing firms that seamlessly integrate advanced AI capabilities with traditional brand-building expertise. The agency serves prestigious clients across the GCC, UK, and US, including World Trade Centre and Rolls Royce, leveraging customized AI solutions to transform how brands connect with consumers.
According to Lomas, AI has fundamentally altered consumer discovery patterns. ‘The audience isn’t just searching keywords on Google anymore,’ he explains. ‘They’re exploring TikTok for relevant videos, Reddit for user-generated advice, and ChatGPT for personalized recommendations. This requires brands to structure their narratives for discoverability across multiple platforms.’
TIDAL’s approach centers on developing proprietary custom GPTs specifically trained on the agency’s methodology and frameworks. These specialized AI assistants cover the entire marketing spectrum from SEO and PPC to creative strategy and data analysis. ‘Each AI thinks like a specialist,’ Troughton notes. ‘They reframe briefs strategically, challenge assumptions, and connect recommendations directly to business outcomes rather than mere channel metrics.’
The implementation of AI has dramatically accelerated processes that previously required hours of human labor. Proposal development, once a time-intensive task, now occurs with remarkable efficiency. However, both founders emphasize that clients still expect and value the human touch in storytelling and conceptual development.
Addressing concerns about AI replacing human creativity, Troughton clarifies: ‘AI and human expertise aren’t opposing forces. AI handles backend operations, data processing, and process streamlining, while humans focus on tailoring solutions to client needs. We’re constantly evolving with AI advancements while maintaining organic human connections.’
Lomas underscores the critical balance between performance marketing and brand building: ‘Performance marketing without brand is like fishing from a pond that never refills itself – eventually you run out of fish.’ The agency advocates for strategies that compound growth through long-term relationships, demand creation, and sustainable brand development rather than short-term conversion chasing.
As AI continues to reshape the marketing landscape, TIDAL’s hybrid approach offers a compelling model for agencies seeking to leverage technological advancements while preserving the authentic human connections that ultimately drive brand loyalty and commercial success.