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Amidst the turbulence of the pandemic, the digital economy surged globally, but nowhere more profoundly than in the MENA region. This is because we were still in the period of customer acquisition where the marketing spends are extremely high. The pandemic helped leapfrog these days, placing our region on a pedestal of growth. Now, as we enter a post pandemic era, where the only constant is change, it is important to acknowledge some unique aspects of our digital economy that make it one of the most attractive ones globally. The MENA Digital Economy has been a silver lining amidst a global funding slowdown and is aided by strong consumer confidence. There are various emerging micro trends that hold the potential to redefine its landscape. For brands and retailers, the challenge lies in discerning and prioritizing the trends that not only address genuine customer needs but also align with sound business logic despite associated costs. At the heart of this evolution is personalization, where artificial intelligence stands poised to play a pivotal role. In the report, we have also highlighted five overarching consumer trends which need to be kept in mind to emerge on the right side of the next period of growth for our digital economy. Read less