MERP Systems responded with an agile AI transformation approach that focused on high-impact marketing use cases:

Outdoor Advertising Optimization Engine

• Integrated real-time data (traffic patterns, tower density, landmark mapping) to score billboard proposals.

• Delivered cost-per-impression calculations and ROI visibility to prioritize top-value locations.

• Incorporated anomaly detection to flag suspicious or non-performing media placements.

AI Influencer – Malak

• Developed a virtual Omani brand ambassador capable of posting content, responding to interactions, and analyzing customer sentiment.

• Malak’s personality was built to reflect local culture, resonate with target audiences, and maintain brand consistency.

• The influencer dashboard enabled marketing teams to manage Malak’s campaigns, post scheduling, and audience insights in one place.

AI-Powered Content Generation

• Enabled automated creation of marketing emails, internal memos, press releases, and social media content.

• Leveraged prompt libraries, editorial tone controls, and image generation to maintain consistent branding.

• Integrated compliance checks to ensure sensitive content met regulatory and corporate standards.

The AI solution suite effectively addressed key business-level challenges:

• Inconsistent ROI on Media Spend: The absence of transparency in outdoor advertising resulted in inefficient budget utilization.

• Lack of Personalized Engagement: Without a digital influencer or sentiment-driven strategies, customer interactions were impersonal and generic.

• Time-Intensive Content Creation: Producing high-quality content required weeks and coordination with multiple vendors, slowing campaign execution.

• Scalability Constraints: Omantel's teams faced difficulties scaling their communication efforts across simultaneous campaigns.

The MERP–Omantel collaboration delivered tangible, strategic outcomes:

• 50% Faster Content Turnaround: Automation streamlined content creation, approval, and publishing across channels.

• Improved Media Placement Accuracy: Data-driven billboard selection enhanced ROI and removed reliance on guesswork.

• Stronger Customer Engagement: The AI influencer, Malak, enabled authentic, personalized interactions, boosting brand visibility online.

• Reduced Operational Costs: Dependence on external agencies dropped, allowing internal teams to focus on higher-value initiatives.

• Greater Campaign Agility: Real-time dashboards empowered teams to adapt strategies instantly based on live performance metrics.

• Billboard Proposal Ranking System
  Evaluates multiple variables to generate predictive scores and ensure alignment with campaign goals.

• Cost-Per-Impression (CPM) Calculator
  Automatically computes and compares CPM across proposals, enabling data-driven budget allocation and ROI optimization.

• AI Virtual Influencer Management Dashboard
  A centralized hub to manage content scheduling, sentiment analysis, engagement tracking, and audience growth—powered by Malak.

• Content Automation Engine
  Accelerates creation of newsletters, press releases, and multilingual content using intelligent prompt templates.

• Smart Compliance & Editorial Guardrails
  AI-driven compliance tools flag content misalignments, ensuring adherence to brand guidelines and regional regulations.

• Power BI Reporting Dashboards
  Offers a consolidated view of campaign KPIs, anomaly detection, and deep-dive analytics with interactive drill-downs.