
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
EXPORT STRATEGY
By our African Marketing Confederation News Team | 2026
North African country partners with supply chain solutions company DP World to leverage its continent-wide port and logistics network.
Egyptian and DP World representatives meet to discuss the partnership
Egypt is viewing the rest of Africa as a potential export target as it enhances its capabilities through a recently signed partnership with global supply chain solutions company DP World. This aims to improve logistics efficiency, lower trade costs and open new international markets for Egyptian products.
The agreement supports Egypt’s wider strategy of enhancing its foreign trade ecosystem by connecting exporters with global logistics networks that can simplify market access and improve supply chain efficiency.
Both parties announced the agreement following a meeting between Egypt’s Minister of Investment and Foreign Trade, Mohamed Farid, and a DP World delegation led by Mohammad Shehab, CEO for Egypt and the Levant.
Representatives from the country’s General Authority for Investment, the Export Development Authority, the Export Development Fund and the Commercial Representation Authority participated in the discussions. So did representatives of various export councils.
The African export opportunity
Egyptian officials and DP World executives believe Africa represents one of Egypt’s fastest-growing export opportunities, driven by stronger regional economic integration, infrastructure investment and expanding consumer markets.
DP World’s extensive port and logistics network across the continent is expected to provide Egyptian businesses with improved access to these markets while strengthening regional supply chain connectivity.
According to Minister Farid, the partnership forms part of efforts to improve Egypt’s foreign trade system and increase the competitiveness of Egyptian products in international markets.
Egypt leads Africa’s contribution to global growth in 2026, with a 4.5 % expansion of the economy, followed by Nigeria at 4.2 %.

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.