Most brands entering Saudi Arabia write in English, then translate. The result reads correctly and feels foreign, because tone does not survive translation.

Arabic-first content is written and argued in Arabic from the first draft. The idiom, the humour and the rhythm are native, not borrowed, and a Saudi reader can tell the difference in a sentence.

This is not about literal accuracy. It is about writing for a person in Riyadh or Jeddah as if you were one, rather than explaining their market back to them in a second language.

English still matters for parts of the funnel. It just stops being the place the thinking starts.