Omaima Saad's journey: From translator to innovator at BAB Middle East

Abha Garyali Peer |

BAB Middle East, excels in the art of mind-reading and skillful expression. The company is renowned for delivering innovative, affordable, and rapid custom language services and copywriting expertise, tailored to foster cultural connections and meet industry demands. In the ever-evolving landscape of contemporary business, AI emerges as a promising force with its learning and improving capabilities, and BAB Middle East is at the forefront of harnessing this potential.

Within the realm of BAB ME's content creation, AI's brilliance harmonizes with innate human creativity, infusing an authentic human touch into the content. As a result, BAB ME has unveiled its pioneering copy-shop, a hub designed to offer AI-powered translations, copywriting solutions, interpretation services, and meticulously perfected proofreading tasks, all under the watchful eye of human experts.

In an exclusive interview with Adgully, Omaima Saad, Managing Partner and Arabic Creative Director at BAB Middle East, sheds light on the unique and practical copy-shop dedicated to crafting creative, cost-effective copies. Here are some excerpts from the interview:

Can you please share your career journey with us? Have you experienced any highs and lows in your career that you would like to mention?

I started as a translator in Beirut right after my graduation, then I moved to Dubai where I started my advertising career, I joined Grey Group as an Arabic copywriter and stayed for almost 15 years. I have always been passionate about the Arabic language, looking for new creative ways to craft it. Not to forget the challenges we had back in the days, when we had to come up with new Arabic terms to reflect everything happening in the world of technology in our mother tongue.

Could you tell us about BAB Middle East - its inception, its success, and its ideology?

BAB Middle East is a translation and copywriting company, founded by women, and operated by women to make communication easier for everyone. For us, it is a small world when we communicate with each other, and we aim at making it smaller and smaller with our new app and our endless determination to communicate.

BAB Middle East recently launched a Mobile App to provide AI-powered translations, copywriting solutions, etc. Could you share some details about it and explain how it will make life easier for the users?

We've made the conscious choice to embrace AI as a powerful learning tool. Instead of considering it a hindrance, we've chosen to turn it from a potential curse into a valuable blessing. Our approach is all about harnessing the machine's capabilities to provide our clients with cost-effective and swift content solutions, saving them both time and money.

Our user-friendly mobile app simplifies the process: You upload your file, receive a cost estimate and a deadline, give your approval, and we take care of the rest. We offer a range of services, all enhanced by AI: AI-powered translations, perfected by human touch; Copywriting solutions, crafted by human creativity; Interpretation services, carried out by our skilled team; and proofreading tasks, meticulously completed by humans.

At BAB Middle East, we maintain the perfect synergy between technology and the human touch. We're here to save time and money while delivering copies that are refined to perfection. Our app is not just a tool; it's your one-stop copy-shop for creative and cost-effective content.

How is AI changing the business landscape in the Middle East? What are your predictions for its future in the region?

The scene is very much different with AI, but this breakthrough will never replace the irreplaceable. It will never excel without the human touch. True art lies in harmonizing AI's capabilities with the depth of human insights. One needs to picture AI as a fledgling learner under our guidance. By embracing it as a collaborator, businesses will continue to streamline processes, elevate content, and ensure that the true driving force – human expertise – remains at the helm of success.

What are your views on women leaders in the region? What progress have Middle Eastern nations made in terms of women's leadership?

They lead by example, I get motivated every day seeing a new achievement signed by a woman here in, so I always feel the urge to compete, excel and shine.

What are your future plans and growth projections for BAB Middle East?

My goal is to transform the BAB Middle East App into the go-to copy-shop for anyone seeking cost-effective and creative content. Our mission is to facilitate effective communication, making the world a smaller place, and empowering more women to contribute to the betterment of our global community.