Building with AI: The Shift from Features to Foundations
AI Isn’t a Feature — It’s the Future
This month, news broke that Mark Zuckerberg is offering OpenAI researchers sky-high salaries and up to 2% of Meta’s equity to join his AI team. It’s a bold move but not a surprising one. In the past, he bought the competition (WhatsApp, Instagram), then copied what worked (Snapchat Stories, TikTok Reels). Now, he’s going straight to the talent building from the inside out to stay ahead.
It underscores just how serious the next wave of media disruption is. AI is no longer about novelty apps or generative party tricks; it’s becoming the infrastructure for how content is created, discovered, and consumed. Every company, especially in media, needs a clear AI strategy. Without one, you’re already behind.
We’ve always believed in moving fast and staying ahead, whether by going mobile first, building brands that thrive on social, or launching streaming before it was trendy. Now, the shift is toward AI: not just as a tool, but as a foundational layer in how we operate and how audiences engage with content. From smarter workflows to new modes of storytelling and discovery, it’s happening fast.
Zuckerberg’s latest move is a reminder that the AI race isn’t coming, it’s already here. And the winners won’t be those with the flashiest features. They’ll be the ones who build with AI at the core.
📱All Things Content
Lovin’s regional media powerhouse continues to redefine digital storytelling across the Middle East. Lovin Dubai made a major splash with 14 million Instagram views, including a standout sponsored video that alone garnered 1.2 million views and was widely replicated by other outlets, a testament to its creative influence. The Lovin Dubai Show drew notable names like TikTok star Rosie Routledge and Netflix’s Garret Callouette, offering fresh entertainment while showcasing homegrown and global voices. Behind the scenes, the team completed 38 shoots, powering a content machine that never sleeps. Together with Smashi, the network contributed to an impressive 300 million total views, a clear sign that quality, relevance, and consistency are winning in a cluttered digital space.
From breaking news to sports podcasts, Lovin’s content speaks the language of the region. Lovin Saudi surged past 23.8 million Instagram views and reignited Snapchat shows to protect key revenue streams. Lovin Cairo hit 30 million views, driving impact with high-profile brand takeovers for Pepsi, Majid Al Futtaim, and City Stars. Lovin Beirut entered the sponsored content space with confidence, while Lovin Tehran set a new standard for real-time journalism during the Iran missile strike, delivering fast, verified updates when it mattered most. Meanwhile, new formats are shaping the future: the AI Sports Podcast streams live three times a week, and Smashi Sport’s recent Snapchat episodes pulled in 82,000 views. With 25 million total followers and a growing slate of original programming, Lovin isn’t just capturing attention it’s setting the tone for what modern Middle Eastern media can be.
👀Tap Into Business Performance
A slow post-Eid return didn’t slow momentum for long, as teams quickly shifted gears to deliver key campaigns and achieve all quarterly goals. High-impact collaborations rolled out across the region, including P&G x Noon, La Roche-Posay’s summer push, Danube and Lululemon’s International Yoga Day initiative, Huda Beauty/Kayali, Sol de Janeiro, and a premium launch with Anax x Bentley.
Lovin also elevated its editorial footprint with a media partnership for Circus 1903, while Smashi exceeded expectations, overachieving its June target by 152% through activations for Jetour, the Abu Dhabi Infrastructure Summit, KATARA Studios, Yango Play, TOD, Mountain View & Palm Hills, and Castrol. From luxury campaigns to city launches, the network expanded across both content and commercial fronts. Lovin Abu Dhabi secured its first luxury watch deal with Arnold & Sons, achieved over 154% of censor revenue, and delivered the Al Dar campaign for Fahid Island.
Smashi Business extended its role as a thought-leadership partner for the Abu Dhabi Infrastructure Summit, while AUDI campaigns were executed across eight cities. Lovin Alexandria signed its first commercial deal with ADIB Bank, and early development began for Lovin Sahel, targeting editorial and brand partnerships. Regional revenue contributions included 151K AED from Lovin Dubai, 34K AED from Smashi, and 20K AED from Lovin Sharjah. On the partnership front, new alignments with Virgin Megastores and MMA MENA were secured, while internal turnaround time on proposals improved by two days a meaningful operational win in a fast-paced quarter.
📝 Latest Augustus Update
Odeum has launched its official website. We’re excited to announce the launch of our new website. Explore our work, learn more about our services, and get in touch. This is just the beginning. Odeum is Augustus Media’s modern content studio, where bold ideas meet the way people consume media today. We blend creativity, strategy, and execution to create content that doesn’t just grab attention, it earns it. From branded campaigns to original productions, we craft stories that spark conversation and drive results. Backed by one of the region’s leading digital media networks, Odeum doesn’t chase trends; we build what’s next.
🔗 Read more
Official Streaming Partner of Mina Cup Futsal Championship. We’re excited to share that we successfully streamed the Mina Cup Futsal Championship live throughout June exclusively on Smashi.TV! This prestigious tournament brought together the finest futsal teams and rising stars from across the MENA region. Viewers tuned in to witness high-octane matches, stunning footwork, and nail-biting finishes that kept everyone on the edge of their seats. June was a celebration of sport, teamwork, and pure adrenaline, packed with unforgettable goals, crowd-favorite moments, and the unbeatable spirit of futsal.
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👋 Welcoming New Team Members
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Hana Madani – HR & Operations Manager, KSA
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Hadil Elbadawy – Lovin Writer Executive, Egypt
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Amira Taha – Graphic Designer Executive, Egypt
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Ahmed Negouly – Smashi Writer Executive, Egypt
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Raneem Saleh – Lovin Writer Executive, Egypt
🤝 Media Partnerships
Lovin Cairo Official Partner With Mall of Fashion at Mall of Egypt
Lovin Cairo joined as the official media partner for an exclusive edition of Makeover Season at Mall of Egypt, in collaboration with MW Fashion Consultancy and it was a serve. From Mamzi’s vibrant trunk show to a killer drop by Nado’s Jewelry, and a bold live makeover by celeb stylist Yasmine Kenawi, powered by Fatso Not So Cosmetics, the night delivered fearless fashion and serious star power.
With Nardine Farag, Laila Zaher & Raken Saad in the mix, it wasn’t just a night out it was a moment!
Lovin Cairo Official Partner With Ski Egypt
Lovin Cairo partnered with Ski Egypt as the official media partner for the region’s wildest snow showdown and it was unreal. For the second time ever in the Middle East and Africa, Ski Egypt transformed into an adrenaline packed snow arena where 14 powerful 4x4s raced, drifted, and tore through icy obstacles.
With non-stop stunts, roaring engines, and the crowd fired up at 2°C, it wasn’t just motorsport it was a full-on winter spectacle!
Lovin Cairo Official Partner With Barcelona Guitar Trio
Lovin Cairo joined as the official media partner for the Egyptian debut of the world-famous Barcelona Guitar Trio and the vibes were muy caliente! Held at Gezira Sporting Club, the flamenco-fueled night lit up the Nile with blazing guitars, live percussion, and a whole lot of “OLEEEE” from the crowd.
With Spanish soul, Cairo heat, and music that moved the whole crowd, it wasn’t just a concert
Lovin Dubai Official Partner With Circus 1903 at Coca-Cola Arena
Lovin Dubai is the official media partner as the internationally acclaimed Circus 1903 makes its grand debut at Coca-Cola Arena this June. From jaw-dropping stunts to larger-than-life stage acts, this isn’t your average night under the big top it’s an all-out theatrical experience.
And the best part? One lucky winner (plus their plus-one!) will get to witness the spectacle live.
Lovin Dubai Official Partner With Abida Parveen Live at Coca-Cola Arena
Lovin Dubai joined as the official media partner for a night of soul-stirring magic as Abida Parveen took the stage at Coca-Cola Arena for a one-night-only performance. With her transcendent voice echoing through the venue, the legendary icon delivered more than just a concert — it was a spiritual journey that moved hearts and lifted souls.
Lovin Dubai Official Partner With the UAE’s Biggest Indoor Summer Camp
Lovin Dubai teamed up as the official media partner for this epic launch where kids aged 4 to 14 are diving into over 20 weekly activities under one roof. From tennis and dodgeball to obstacle courses and arts & crafts, it’s basically a non-stop fun factory designed to keep the energy high all summer long.
Lovin Abu Dhabi Official Partner With Dave Chappelle Live at Etihad Arena
Lovin Abu Dhabi partnered as the official media partner for the return of comedy icon Dave Chappelle at Etihad Arena, following last year’s record-breaking, sold-out show. Back and bolder than ever, the legend delivered an unfiltered, laugh-out-loud night that had the entire arena lit.
Augustus Media 