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Afef Yousfi

rayana masri

Rayana Masri On How Gen Z Communicators Are Reshaping Leadership Narratives Across the Middle East

Rayana Masri On How Gen Z Communicators Are Reshaping Leadership Narratives Across the Middle East By Afef Yousfi The communications landscape of the Middle East is transforming at an unprecedented pace. From digital acceleration to cultural shifts, a new generation is stepping forward not quietly, but with clarity, courage, and conviction. Among the most inspiring voices in this evolution is Rayana Masri, a rising Gen Z communicator whose career reflects the resilience, creativity, and collaborative leadership her generation is known for. Rayana’s journey began early. At just 18, she found herself walking into boardrooms surrounded by CEOs, producers, and directors who had decades of experience over her. Many would have kept quiet, but Rayana refused to shrink herself. She spoke up, offering bold perspectives that ultimately shaped the final cut of a major talent show on Abu Dhabi TV. That pivotal moment revealed something important: leadership is not about age or hierarchy, but about creating space for ideas, no matter where they come from. For Rayana, this became the foundation of her career and the ethos of Gen Z leadership, a model that is collaborative, empathetic, and authentic. Still, being a young voice in the region wasn’t easy. Early on, Rayana often felt compelled to hide her real age, telling clients and colleagues she was 28 instead of 18 to be taken seriously. The fear of being underestimated taught her an important lesson about perception. Too often, youth was equated with inexperience, and fresh ideas were dismissed before they were even heard.  Yet, rather than retreat, she leaned into opportunities, once even leading a full pitch from planning to execution. That experience proved that capability is not measured in years, but in initiative, creativity, and results. This drive carried her into public relations, where she joined Bates Pan Gulf straight out of university and quickly managed accounts for international names like Michelin Guide, Uber, Mindvalley, and Evian. Within just seven months, she rose from account executive to senior account executive—a testament to her ability to deliver impact, challenge expectations, and prove that Gen Z can thrive in industries still dominated by hierarchy. What sets Rayana apart is her ability to merge creativity with strategy. Her background in production sharpened her instinct for audience insight and storytelling, while PR allowed her to transform those insights into powerful campaigns. For her, success lies at the intersection of vision and execution: knowing what makes an idea resonate, then bringing it to life with precision and authenticity. This blending of creativity and strategy, she believes, is fast becoming the hallmark of Gen Z leadership. Recognition soon followed, with Campaign ME’s 30 Under 30 and PRCA Young Lions finalist adding weight to her portfolio. Yet even with accolades, Rayana realized awards alone don’t shift power dynamics. What truly changes the narrative is when young professionals are trusted with responsibility, empowered to lead, and allowed to shape outcomes. Her perspective is also deeply rooted in purpose. She sees GeZ as the most values-driven generation, one that doesn’t just craft campaigns to sell but to connect meaningfully. When working on Uber’s campaign, for example, she insisted on ensuring influencer content reflected authentic experiences rather than hollow promotion. For Rayana, purpose is the bridge between brand goals and community needs, and authenticity is what ensures stories resonate. In a region undergoing massive digital, cultural, and social change, she sees her peers making the boldest impact through social media. Platforms like Instagram and TikTok are no longer just tools for marketing—they are town squares where culture is shaped, ideas spread, and communities gather. And with AI accelerating how content is produced, Rayana believes Gen Z’s greatest strength is ensuring storytelling remains human, relatable, and emotionally engaging. But perhaps the most profound aspect of her philosophy is her call for mentorship and allyship. She is quick to credit leaders who trusted her with responsibility early in her career, allowing her originality to flourish. She emphasizes that mentorship should not be about molding young voices into replicas of the past but about creating space for them to lead in their own way. Looking ahead, Rayana hopes her story inspires leaders across the region to stop measuring capability by age and start valuing creativity, perspective, and impact. Her message is clear: Gen Z is not here to follow old playbooks, but to write new ones, ones grounded in empathy, collaboration, and authenticity. Rayana Masri is more than a rising voice in communications. She embodies the narrative of a generation that is redefining leadership in the Middle East. Her career is proof that boldness, resilience, and purpose can break barriers, and that the future of leadership is not only younger but also more human, more inclusive, and more connected than ever before.

SEO in the Age of AI

SEO in the Age of AI The Slow Death of Clicks

SEO in the Age of AI The Slow Death of Clicks By Afef Yousfi For two decades, the foundation of the internet economy was built on a simple bargain: publishers created content, search engines indexed it, and users clicked on links. Websites invested heavily in search engine optimization (SEO), a mixture of keywords, backlinks, and careful structuring to secure those coveted spots at the top of Google’s search results. Traffic flowed, businesses thrived, and entire industries were born around the promise of getting a page to rank. That world is now eroding. With the rise of artificial intelligence, particularly Google’s AI Overviews, the traditional search model is being upended. Instead of sending users to websites, Google increasingly provides answers directly on the results page. The old model, “rank, click, monetize,” is collapsing under the weight of “ask, answer, move on.” From blue links to instant answers When users searched for information, they were greeted by a page of links, often accompanied by snippets. Clicking through was the only way to truly get an answer. Now, a significant share of queries can be resolved in an instant by AI-generated summaries. These overviews stitch together information from across the web and deliver it in a neatly packaged paragraph or cluster, complete with images, videos, and even suggested follow-up questions. “SEO is not dead, but traditional SEO is dying a slow death.” For the everyday user, this is efficient. No need to open multiple tabs or sift through lengthy articles; the summary provides everything they need in seconds. But for publishers, businesses, and creators, it is a slow suffocation. Their painstakingly built traffic pipelines are evaporating as fewer users bother to click through. The Numbers Don’t Lie Several recent studies reveal the depth of this transformation. Data shows that clicks are plummeting when AI summaries appear. Some reports suggest that users now click on links just once in every hundred searches, a staggering decline that highlights how dramatically behavior has shifted. In one striking statistic, nearly 60 percent of Google searches in 2024 resulted in no clicks at all. The consequences for websites are profound. Some top-ranking pages have seen up to 80 percent of their traffic vanish, not because they lost their position in search rankings, but because users simply stopped clicking. When the answer is already displayed at the top of the page, what incentive is there to continue? “For Google, this is efficiency. For websites, it is a slow death.” Traffic loss doesn’t just mean fewer pageviews. It means fewer ad impressions, fewer conversions, fewer subscribers, and ultimately, fewer reasons for websites to keep investing in quality content. The economic backbone of online publishing is being eroded in real time. The Risks of AI-first Search While AI-driven summaries are fast and convenient, they are not flawless. Generative AI can hallucinate, misinterpret, or distort sources. Early rollouts produced bizarre suggestions like recommending glue on pizza or promoting outdated facts. Even when the answers are correct, the summaries often provide little context and limited attribution. Another troubling issue is the type of sources prioritized. Major platforms like Wikipedia, Reddit, and especially YouTube dominate citations, while independent publishers and smaller voices are often pushed to the margins. The concern is not just about fairness, but about diversity of information. When a handful of platforms become default references for billions of queries, the richness of the web suffers. “AI is not always accurate and yet it increasingly controls what we see and what we don’t.” The dynamic is even more concerning when you consider the economic incentives. Alphabet, Google’s parent company, owns YouTube. If AI results systematically promote Alphabet-owned content, competitors face an uneven playing field. For many publishers, it feels like they are competing not just with algorithms, but with the very company that controls access to their audience. Can Companies Fight Back? This raises the pressing question: can businesses and publishers counter this shift, or must they accept a future with shrinking organic traffic? The short answer: You cannot reverse user behavior. Once people become accustomed to getting instant answers, they will not return to clicking links for basic queries. But adaptation is possible. It requires a rethinking of goals, formats, and distribution strategies. First, the definition of SEO success needs to evolve. Ranking well may no longer guarantee traffic, but it can still build brand awareness. If a company’s name appears in the AI summary, even if users don’t click, that visibility has value. The metric of success can no longer be “organic sessions” alone. It must also include brand recognition, direct searches, and long-term trust. Second, companies must create content that AI cannot easily summarize. Tools, calculators, proprietary data, and interactive experiences offer unique value that a generative model cannot replicate. A well-built mortgage calculator or a detailed pricing tool compels users to visit the site, regardless of what the AI summary shows. Third, video is becoming increasingly important. Platforms like YouTube are frequently cited in AI summaries, making it a crucial battleground for visibility. Businesses that produce high-quality video content have a greater chance of being embedded in summaries and video, by its nature, demands clicks and engagement. Fourth, direct relationships with audiences are more vital than ever. Email newsletters, podcasts, communities, and apps are channels that bypass search engines altogether. For publishers, building loyal audiences that return by choice is the surest defense against the volatility of algorithm changes. Finally, companies must invest in authority and expertise. When AI tools decide what to include in summaries, they are more likely to pull from trusted, well-cited, and expert-driven sources. This means original research, strong authorship signals, and verifiable authority carry new weight. The long game Adaptation and Survival The landscape of search is unlikely to revert to the old model of blue links and organic traffic. AI-generated overviews are not a temporary experiment but part of a broader shift toward an “answer-first” internet. Google will continue refining the technology, regulators may intervene to ensure fairness, and publishers will

Latifa Algurg

Latifa Algurg Crafting Stories, Building Purpose

Latifa Algurg Crafting Stories, Building Purpose By Afef Yousfi Latifa AlGurg is not your typical fashion consultant. She is a business coach, a founder, a globe-trotter, and a curious mind who believes that success is a journey, not a destination. Her brand, Twisted Roots, is a reflection of that philosophy,  a celebration of culture, creativity, and the interwoven experiences that define our lives. What immediately stands out about Latifa is how effortlessly she combines analytical thinking with artistic exploration, blending the precision of engineering with the freedom of design. “I approach life holistically,  balancing structure with creativity, analytics with imagination.” For Latifa, life is best approached holistically. Balancing structure with creativity is at the core of everything she does. Her engineering background taught her to tackle challenges methodically, while her love for design fuels innovation.  In her consulting work, this means guiding emerging brands to merge operational efficiency with creative storytelling. In the social impact space, it translates to deeply listening and understanding the needs of communities to design solutions that are meaningful and sustainable. Travel has been a constant source of inspiration for Latifa. Each journey exposes her to new cultures, perspectives, and experiences, which she channels into her work. Twisted Roots was born from this curiosity,  an attempt to express the rich tapestry of life she encounters across the globe. “We live lives that are layered and connected by human experiences that create roots that ground us and intertwine.” Her work is as much about storytelling and cultural dialogue as it is about design, blending personal experience with universal human themes. Latifa’s approach to mentoring emerging designers is equally thoughtful. Many new creators focus narrowly on products, but she encourages them to step back and define their purpose. Creativity, for Latifa, is a narrative journey. She draws inspiration from architecture, art, music, landscapes, and cultural ceremonies, allowing these elements to guide her design choices. Each collection evolves organically, telling its own story as colors, forms, and textures emerge. The brands that succeed, she observes, are those with resilience, adaptability, and a grounded sense of identity. Clear purpose, operational strength, and authenticity are what make them memorable. Two pivotal moments have defined her career. First was winning the Expo 2020 Dubai Volunteer Uniform Competition, which shifted her perspective from personal recognition to creating broader, lasting impact. The second came during the COVID-19 pandemic, when a slowdown in business allowed her to reflect and realize that her contribution would be most meaningful in supporting emerging designers and amplifying their growth. “Success is not producing more, but creating ripple effects that empower others.” Looking ahead, Latifa envisions Twisted Roots evolving as a platform for cultural storytelling, empowerment, and social impact. Through consulting, she hopes to guide the next generation of designers in the Middle East to achieve their visions while sharing their stories with the world. “Fashion is never just about what we wear, but the ideas, values, and experiences we carry with us.” Meeting Latifa, it becomes clear that her vision extends far beyond fashion. She reminds us that curiosity, purpose, and authenticity can create meaningful impact, and that the most powerful successes are those that touch others. Through her journey, she exemplifies how passion, guided by strategy and empathy, can transform not only businesses but the world around us.

Shaikha Aysha Alqassimi A Voice of Vision, Heritage, and Bold Leadership from the UAE

Shaikha Aysha Alqassimi A Voice of Vision, Heritage, and Bold Leadership from the UAE

Shaikha Aysha Alqassimi A Voice of Vision, Heritage, and Bold Leadership from the UAE By Afef Yousfi Ambition often competes with tradition, Shaikha Aysha Alqassimi stands as a powerful example of how the two can coexist, not only in harmony but in momentum. A changemaker, academic, and advocate for culture and identity, Shaikha Aysha represents the voice of a new generation of Emiratis: proud of their heritage, bold in their thinking, and unafraid to shape the future. Her journey is driven by a personal mantra: “inspired by the fear of being average.” But to her, this isn’t about perfection or public recognition, it’s about purpose. That single phrase, she says, has been a guiding force throughout her life. It reflects her inner drive to exceed limitations, set bold goals, and evolve constantly, not just for personal growth, but for the betterment of her community. It’s this mindset that has defined her academic pursuits, her unwavering support for local entrepreneurship, and her rise as a young Emirati woman with a voice that carries both confidence and compassion. At the heart of her values is a deep pride in Emirati culture, which she describes as a living legacy of respect, unity, generosity, and pride. Central to that is the Emirati spirit of karam, hospitality, as well as strong family ties and an unshakable sense of community. What distinguishes Emirati culture, she believes, is its ability to honor the past without being held back by it. “We celebrate our past, but we’re not limited by it,” she explains. “This duality is what makes our culture so powerful on the global stage.” Inclusivity, too, is something that resonates deeply in her worldview. Shaikha Aysha sees the UAE’s multiculturalism not as a byproduct of development, but as part of the country’s original blueprint. Founded on the principles of diversity, respect, and unity, the UAE has become home to over 200 nationalities, a testament to its success as a hub of talent, innovation, and peaceful coexistence. As she sees it, this openness has helped position the nation as a global model for collaborative growth. “We take pride in being global citizens while staying true to our roots.” She speaks passionately about the new generation of Emiratis, a cohort she believes is setting new benchmarks in leadership, innovation, and ambition. What sets this generation apart, she says, is their ability to blend deep cultural grounding with global fluency. Raised with the values of their ancestors and equipped with the tools of the digital age, they are uniquely positioned to lead across industries, from technology and sustainability to entrepreneurship and creative expression. “We’re not afraid to take risks, speak up, or lead change. We dream big, not just for ourselves but for the future of the nation.” When asked what gives the UAE its edge, Shaikha Aysha doesn’t hesitate: visionary leadership. From bold investments in education and technology to trailblazing initiatives in space exploration and green energy, she credits the nation’s success to its ability to anticipate the future rather than react to it. The UAE’s ability to remain agile, forward-thinking, and people-centric has placed it at the forefront of regional and global progress. Yet with all this modernity, she remains rooted in tradition. To her, tradition isn’t something to move away from, it’s something to carry with pride. “Tradition is not a limitation, it’s an identity,” she says. It’s this philosophy that allows her to move confidently between the old and the new, embracing both the values she was raised with, faith, family, and respect, and the dynamic tools of today’s world. She believes that true balance comes from understanding who you are and choosing how you evolve. Shaikha Aysha is also a passionate advocate for young Emirati women, encouraging them to believe in their voice and their value. Her message is one of empowerment: “You already have everything within you to shine. Don’t let doubt silence your voice or dreams.” For her, ambition is something to be celebrated, not apologized for. She urges young women to embrace their identity, stay grounded in their values, and lead with courage. “The UAE supports your growth, so dream loud, lead proud.” Looking to the future, Shaikha Aysha sees Emiratis not only excelling in regional leadership but taking their place on the global stage, in diplomacy, tech, sustainability, creative industries, and beyond. She envisions the next decade as a defining chapter, driven by youth who lead with both purpose and heart. In her eyes, the UAE won’t just be a global hub, it will be a global force for good. With every word she speaks and every initiative she supports, Shaikha Aysha Alqassimi redefines what it means to be a modern Emirati leader: one who honors her roots while lifting others toward the future, with clarity, conviction, and compassion.

Empowering Potential The Transformational Journey of Maryam Al Kass

Empowering Potential The Transformational Journey of Maryam Al Kass

Empowering Potential The Transformational Journey of Maryam Al Kass By Afef Yousfi To meet Maryam Al Kass is to encounter a remarkable fusion of purpose, professionalism, and impact. As a certified coach by the International Coaching Federation (ICF), a public health educator, and an experienced career development specialist, Maryam has spent more than 14 years helping individuals and institutions unlock their full potential. Her work spans sectors, from government health initiatives to leadership development and entrepreneurship, proving that true growth happens when education, purpose, and strategy align. Maryam’s professional journey began in the healthcare sector as an Occupational Health and Safety Specialist with the UAE Ministry of Health. Her mission quickly evolved from compliance to community education. Through more than 500 awareness sessions, she translated complex health and safety standards into practical, empowering knowledge for individuals and workplaces alike. Her drive to influence positive behavior change laid the foundation for a broader vision—one that addressed not only physical well-being, but emotional and professional development too. This passion for human development led her to the Department of Human Resources in Sharjah, where she took on the role of Career Guidance Specialist. Over the last decade, Maryam has impacted more than 5,700 individuals through customized training workshops and facilitated over 1,400 one-on-one coaching sessions. Her programs target key professional growth areas such as CV building, interview skills, personal branding, and leadership readiness. Her approach blends strategic insight with empathy, enabling job seekers and professionals alike to gain confidence and clarity in a competitive landscape. In 2015, Maryam founded ecaros Consulting for Occupational Health & Safety, a platform through which she has led over 480 empowerment workshops focused on personal development, team building, and workplace well-being. Her entrepreneurial vision expanded her ability to offer tailored training solutions, while maintaining a clear commitment to public education. She also authored The Little Paramedic, an innovative children’s book series that introduces young readers to life-saving first aid concepts in an engaging and educational format. Maryam’s expertise and influence extend beyond workshops and coaching. She is a certified international First Aid trainer, a member of the Arab Parliament for Training Experts, and has served as an Ambassador for UAE National Identity through the Watani Al Emarat Foundation. For three consecutive years, she was recognized as a Knowledge Ambassador by the Emirates Red Crescent. In 2023, her leadership and commitment to national development earned her a nomination to the Federal National Council. Her coaching philosophy, grounded in emotional intelligence and guided by ICF standards, emphasizes transformation through self-awareness and intentional growth. She works with individuals from all professional levels, helping them navigate challenges, define goals, and take strategic action toward lasting change. For Maryam, coaching is not just a service—it is a mission to ignite the light in others. Maryam Al Kass exemplifies how purpose-driven leadership and evidence-based practices can create measurable, lasting results in both individual lives and organizational cultures. Through her corporate training, coaching, and public speaking, she continues to deliver value to institutions seeking transformation and to people aspiring to reach their full potential. Her story stands as a model for sustainable empowerment, proving that with vision and commitment, leadership can begin at any level and ripple outward to change the world.

Mohamed Attal

Mohamed Attal Dreaming Wildly, Filming Boldly A New Voice in Arab Cinema

Mohamed Attal Dreaming Wildly, Filming Boldly A New Voice in Arab Cinema By Afef Yousfi In a world where storytelling is evolving faster than ever, Mohamed Attal (محمد عتال) stands out as a visionary Arab filmmaker reshaping digital content through authenticity, innovation, and cultural depth. Born and raised in Dubai, Attal’s creative journey has taken him from childhood poetry to high-impact films with millions of views. In an exclusive conversation with Magnav International Magazine, he shared the story behind his rise, the inspiration drawn from his homeland, and how he’s bringing the Arab world to global screens, one film at a time. Born in the United Arab Emirates, Attal grew up in a household and society that valued education and knowledge. His early exposure to reading, writing, and poetry competitions at just 12 years old gave him a foundation in language and expression that naturally evolved into cinematic storytelling. He credits the UAE’s rapid development, and the enduring legacy of Sheikh Zayed, may he rest in peace, as pivotal in shaping both his creative vision and personal values. Inspired to give back to his community, Attal views film as a vehicle for sharing meaningful human messages and stories that inspire change. A career-defining moment came with the launch of his viral hit, the fiveoneshow. The series, which brought together nine of the Arab world’s most recognized influencers, was a groundbreaking project released on social media platforms. Attal directed and starred in the show himself, a dual challenge he embraced fully. After over a year of planning, the show premiered with a red-carpet screening in Dubai and quickly went viral, amassing more than 100 million views within just 15 days of Ramadan. This success catapulted his name into the regional spotlight and marked him as a creative force to be reckoned with. Building on that momentum, Attal continued pushing boundaries with his most recent cinematic project: a film about Jordan. Visually inspired by the epic tone of Dune and rooted in Arab history, the Jordan film was part of his well-received “Let’s Travel and Make a Film” series. It became his longest and most ambitious film to date, both in terms of production quality and emotional impact. With a sixth installment on the way, Attal shows no signs of slowing down. His goal? To raise the standard for Arab cinema in the digital space and present stories that combine cinematic scale with social media accessibility. Attal’s vision has always been clear, build a respected name in the Arab world and then expand globally. He’s already taken the first steps in this direction by subtitling his films, a move that allows non-Arab audiences to connect with the deeper meanings of his work. His ultimate ambition is to be known as one of the leading filmmakers from the Arab world and bring its stories, cultures, and values to the international stage. Much of his creative strength comes from growing up in Dubai, a city known for its unmatched cultural diversity. Exposure to various traditions, languages, and ways of life from a young age gave Attal a deep understanding of how to tell stories that resonate across borders. His films often touch on different civilizations and feature dialogues in multiple languages, a direct reflection of the multicultural society he was raised in. He also praises the UAE’s role in nurturing the creative arts. For Attal, the UAE isn’t just keeping pace with global development, it is development. With media, marketing, and artistic campaigns gaining ground, the country has become a magnet for talent and opportunity. He believes the UAE’s media sector has created a unique ecosystem that allows creators like himself to thrive, share their work widely, and influence the regional and global scene. Despite these opportunities, Attal is transparent about the challenges he continues to face, chief among them being funding and recognition. The film industry is an expensive one, and for young creatives, securing the financial resources needed to realize ambitious projects can be difficult. He also points to the underrepresentation of Arab cinema on the global stage as a pressing issue. But rather than letting this discourage him, he is more determined than ever to spotlight Arab stories and elevate the region’s filmmaking industry to the level it truly deserves. As the interview concluded, Attal offered words of encouragement to creatives everywhere. He reminded aspiring filmmakers and dreamers to believe in themselves no matter what obstacles they face. To him, the most powerful tool anyone can possess is knowledge. “Keep learning every day,” he says. “Because knowledge has always been the fuel that powers our world. The more we learn, the more we grow, and the more our minds and souls thrive.” Mohamed Attal is not just a filmmaker, he’s a cultural voice for the new Arab generation. His work bridges the past and future, the local and global, the poetic and the cinematic. With his bold vision, relentless drive, and unshakable belief in the power of stories, he’s well on his way to becoming a global name in cinema, one that proudly carries the essence of the Arab world. Follow his journey on Instagram: @mohdatal Watch his films on YouTube: youtube.com/@mohdatal “Cinema is my way of giving back, it’s how I tell stories that inspire, educate, and reflect the soul of our Arab identity.” — Mohamed Attal “Growing up in Dubai taught me that creativity has no borders. I want to make films that speak to the world, without ever losing sight of where I come from.” — Mohamed Attal