Oman Steps Into AI-Powered Advertising With Omantel–Publicis Alliance

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Omantel, the country’s largest telecom operator, has teamed up with Publicis Groupe Middle East to launch the Sultanate’s first AI-powered advertising technology ecosystem—an ambitious project that blends telecom infrastructure with global media expertise.

The partnership positions Oman to catch up with neighboring Gulf markets that have already embraced AI-driven advertising.

For Omantel, the move is part of its broader push to evolve from a traditional telecom into a digital enabler across cloud, cybersecurity, and AI services.

For Publicis Groupe, one of the world’s largest communications networks, it is another step in embedding its data, media, and technology services into the region’s growth agenda.

At its core, the platform offers advertisers real-time audience segmentation, omnichannel targeting, and closed-loop campaign measurement.

Publishers and agencies, meanwhile, gain access to smarter inventory management and performance analytics—all designed to make campaigns more precise, scalable, and measurable.

“This isn’t just a new advertising solution; it’s a national leap forward,” said Aladdin Bait Fadhil, Chief Commercial Officer at Omantel.

He framed the initiative as a milestone in Oman Vision 2040, signaling economic diversification and digital competitiveness. Instead of presenting the project as a product launch, Fadhil described it as laying the foundation for a “smarter, more connected digital economy.”

Publicis Groupe will integrate its global capabilities in media transformation, creative automation, and audience intelligence into the platform’s architecture. 

Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, called the collaboration “a benchmark for how telecoms and media can unlock value together,” highlighting that the initiative could extend well beyond Oman’s borders.

Built on Omantel’s high-speed infrastructure, the system is engineered for both national and regional scalability. In a post-cookie, privacy-conscious world, the ecosystem is also designed to support first-party data strategies—critical for advertisers seeking future-proof campaign models.

 If successful, the Omantel–Publicis venture could place Muscat on the AdTech map alongside Dubai, Riyadh, and Doha.