SMART DEVICES ARE FAMILY AT GCC HOMES

Devices embed global brands into Arab homes and multi-generational families

- BY CHRIS REDMOND Special to Gulf News

Today, the boundary between a physical device and full brand presence has blurred. Devices such as smart speakers, connected TVs, and even Al-powered assistants like Yango Yasmina are no longer passive objects. They are becoming active participants in family life, interacting with different members of the household in personalised and meaningful ways.

Smart speakers are a particularly interesting case. We used to think it was simply convenient to be able to request your favourite song, or the weather report; they now occupy a unique cultural and technological space. They are extensions of global brands through the “personalities” the products now have. The Yango Yasmina device is a great example of this phenomenon in the GCC. It speaks Arabic, understands context, and is programmed to respond differently depending on who in the family is addressing it; be it a child asking for a bedtime story, a teenager streaming music, or a parent managing their daily tasks.

Personification of technology

This personification of technology represents more than convenience. This evolution embeds brands into the rhythms of daily life and our homes, creating relationships that feel less like transactions but that which brings increasing amounts of depth. For companies, that intimacy is invaluable. Unlike advertising impressions on a screen, these interactions take place in the home; this subtle but tangible difference affects perceptions and loyalties in ways traditional media and advertising cannot.