The founder behind more than 50 ventures unveils fyuze as a UK-based AI-powered intelligence platform built to bring structure, trust, and scale to the fast-growing creator economy, with a strong focus on the MENA region.
Brahms Chouity, Entrepreneur and digital innovator, leads fyuze: a London-based, AI-powered influencer marketing intelligence platform designed to transform how brands, advertisers, and agencies discover, evaluate, and collaborate with content creators at scale.
MENA Creative Economy
The creator economy is commanding a larger share of global marketing spend with particular relevance to the MENA, where digital adoption, creator-led commerce, and innovation-driven business models are accelerating rapidly.
While Silicon Valley debates the future of TikTok, the Middle East is quietly building a creator economy worth $576.1M (2024), projected to hit $897.3M (2029).
Dubai’s Push into Creative Content
HH Sheikh Mohammed bin Rashid Al Maktoum announced a AED 150M ($40.8M) fund dedicated to supporting influencers and content creators in January 2024.
Collaborative Regulation
The UAE government also partnered with TikTok on safe browsing initiatives for children and families, recognising that creator economy regulation requires proactive collaboration rather than reactive restriction.
Market Positioning
fyuze is looking to build on the necessary infrastructure for the creator economy, helping brands move beyond guesswork, vanity metrics, and manual research to identify the right creators based on audience quality, engagement authenticity, and brand alignment.
Chouity has launched more than 50 ventures across media, technology, hospitality, publishing, crypto, AI, and lifestyle.
The founder said that “influence has become one of the most powerful forces in modern business, but the system behind it is still incredibly inefficient, fragmented, and driven by guesswork… particularly in markets like the Middle East where the opportunity for creator-led growth is enormous.”
The firm launches at a time when businesses are under growing pressure to justify creator spend and improve performance outcomes. fyuze aims to allow users to discover the right creators instantly, detect authentic influence, and make more informed partnership decisions at scale.
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