Long reads and working notes from the HOC editorial board.
Editorial thinking on the disciplines HOC practices — Arabic communication, AI visibility, public-sector communication, executive training, marketing, and the institutional craft of running communication in the GCC.
AI Can Write Arabic. It Can’t Read the Room.
AI is a genuinely powerful tool for social media content — faster ideation, faster drafts, faster design. But in the GCC, AI used on its own to generate ideas, write…
Read the article → INSIGHTS · AI VISIBILITY & DIGITAL AUTHORITYHow ChatGPT, Gemini, Claude, and Perplexity Discover Brands
"How does AI know about my company?" is the question of the moment. AI systems don't read your website the way a person does — they assemble a view of…
Read the article → INSIGHTS · AI VISIBILITY & DIGITAL AUTHORITYThe Rise of Zero-Click Search
The old pattern was simple: search, see a list, click, visit a website. Increasingly, people get their answer without leaving the platform they asked it on — through AI responses,…
Read the article → INSIGHTS · AI VISIBILITY & DIGITAL AUTHORITYSEO Is No Longer Enough: Understanding AI Visibility
For two decades, digital visibility meant ranking on a search results page. Now people ask ChatGPT, Gemini, Claude, and Perplexity directly, and those systems answer without a click. Visibility is…
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