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Unselling AI

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WHAT WE’RE TRACKING TONIGHT

Edge Holding to acquire 30% of Basata Microfinance

Good afternoon, friends, and congratulations on making it through another busy workweek.

Don’t forget to turn back your clocks an hour before you go to sleep tonight, as daylight saving time comes to an end at midnight tonight. Daylight saving time is a bugbear for some, but whatever your opinion, we can all enjoy that one hour of extra sleep tomorrow morning.

ALSO- Egyptian banks will be conducting system updates tonight as we prepare to turn back the clocks. The updates are scheduled for 11pm tonight until the early hours of Friday morning, affecting digital banking and ATM services until 6am on Friday, 31 October. So make sure you take care of any time-sensitive transactions ahead of time, and carry some banknotes just in case.

THE BIG STORY TODAY-

?Edge Holding for Investments signed an agreement to acquire a 30% stake in Basata Microfinance, a subsidiary of Basata Financial Holding (BFH), through a capital increase, according to a joint statement (pdf). Edge will take on management duties to support Basata’s nationwide expansion. There’s no publicly available information about the size of the transaction and the number of new shares that will be issued.

The transaction aims to broaden Basata’s product offerings, integrate digital financial services, and enhance governance and operations as part of efforts to ramp up financial inclusion for SMEs and underserved individuals, the statement reads. Basata also plans to create synergies with sister company Basata Pay to integrate payment solutions and develop cross-platform financial products.

About the companies: BFH invests in Egypt’s non-banking financial services sector, founded in 2017 as a joint venture between EGX-listed companies B Investments Holding and MM Group. It holds a 70% stake in Basata Microfinance. Edge Holding for Investments raised EGP 235 mn in capital and launched ventures in consumer finance, leasing, and real estate solutions. The firm plans to raise over EGP 300 mn to expand into SME, consumer, and mortgage finance.


Tax hike on alcoholic beverages coming soon: The Finance Ministry is preparing to tax alcoholic beverages based on their alcohol by volume percentage (ABV) in accordance with the amended VAT law starting 1 January 2026. The tax rate is set to rise by 15% annually for the next three years — after which the annual increase will be reduced to 12% starting 2029, according to a document seen by EnterpriseAM.

REMEMBER- VAT amendments, which were ratified in July, will also impact cigarettes, construction and contracting services. The amendments will help the government bring in an additional EGP 200 bn in tax revenues.

The amendments are also in line with the World Health Organization’s standards, and come with the aim of protecting public health, our sources said.

What does it mean for state coffers: The Finance Ministry hopes the alcoholic beverage tax hikes will generate EGP 4.7 bn from beer and EGP 170 mn from other alcoholic drinks, up from EGP 3.6 bn and EGP 5 mn, respectively, in the previous year.

THE BIG STORY ABROAD-

?The long-awaited meeting between US President Donald Trump and Chinese President Xi Jinping in South Korea has turned out “amazing,” Trump said, describing the crucial trade talks that had markets swinging and the world holding its breath in fear of a reignited trade war between the two global superpowers. The US president further noted that disputes over the supply of rare-earth materials have now been settled.

Trump agreed to reduce fentanyl tariffs on China from 20% to 10% in exchange for Beijing resuming purchases of US soybean and rare-earth materials exports, as well as tightening control over illicit fentanyl trade. China further agreed to halt its export controls on rare-earth materials for one year.

Despite overwhelmingly positive reactions from Trump, Xi’s comments on the meeting were more grounded, simply noting that both countries reached a “basic consensus.” (BBC | Reuters | Financial Times | Guardian)

Minutes before the meeting between both leaders, Trump ordered the Pentagon to resume nuclear testing for the first time in 30 years to “keep pace” with Russia and China. The US president wrote on Truth Social, “Because of other countries' testing programs, I have instructed the Department of War to start testing our Nuclear Weapons on an equal basis. That process will begin immediately.” (CNN | BBC | CNBC)

☀️ TOMORROW’S WEATHER- We’re in for a warm start to the weekend, with temperatures in the capital set to peak at 31°C before cooling down to 21°C, according to our favorite weather app.

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FOR YOUR COMMUTE

The rise of anti-AI marketing

? AI-generated advertisements are polluting marketing campaigns, but consumers aren’t buying it — literally. A survey by IAB found that 52% of consumers feel uncomfortable with AI-generated ads. Now, US marketing companies are turning that negative sentiment into a competitive advantage, using AI skepticism as a hook to attract customers and boost revenue, Business Insider reports.

Did AI companies jump the shark? Friend.ai launched a smart necklace that acts as an AI companion — you wear it, talk to it like a close friend, and it answers using Gemini-generated responses sent to your phone. The company’s USD 1 mn ad campaign — which plastered over 11k posters across New York City’s subway system and ate a chunk of the startup’s USD 7 mn in venture capital — backfired spectacularly, with posters in the US defaced with graffiti.

Consumers fight back: The minimalist black and white ads featured slogans like “I’ll never bail on dinner plans” and “I’ll never leave dirty dishes in the sink,” framing human friendship’s flaws as reasons to choose AI instead. Within days, the posters were vandalized with messages like “AI doesn’t care whether you live or die,” "Surveillance capitalism,” and “Make real friends.”

The backlash extended beyond individual consumers. Heineken joined the criticism with a billboard campaign declaring that “The best way to make a friend is over a beer,” American Eagle’s Aerie brand posted on their Instagram promising never to use AI in their ads, committing instead to “real people only” — becoming its most-liked post ever. Polaroid put up billboards across New York with messages like “AI won’t replace the feeling of sand beneath your feet” — possibly to denounce AI services that encourage consumers to “create stunning travel photos of yourself at famous locations worldwide” to “ fake their dream vacation ” with AI-generated images — and “No one on their deathbed ever said I wish I’d spent more time on my phone.”

The real issue, according to Ian Forrester, CEO of ad content testing firm Daivid, is that AI-generated ads don’t resonate with consumers or trigger the emotional connection integral for successful branding. He told Business Insider that campaigns from companies like Microsoft, Volvo, and Puma performed worse than average, and that their use of AI drove up consumer distrust by 12% compared to the baseline. Even the best AI-generated ads fail to create memorable, lasting impressions, according to a Nielsen IQ study from December 2024.

Tech rebellion: Last November, Cadbury ran an ad for its Five Star chocolate bar built entirely around rejecting AI. The narrative painted modern life as an endless string of tasks that employees must rush through using smart tools, never getting a moment to themselves. The chocolatier even encouraged people to flood the internet with nonsense and misinformation to break AI systems, whose “intelligence” relies entirely on parroting existing data.

Marketing gimmick or smart business? The anti-AI movement in marketing stems from widespread fatigue with AI-generated content. Major companies recognize this fatigue as a genuine threat to their business. Consumers actively avoid products advertising AI integration, especially for expensive or risky purchases like electronics, medical devices, and financial services, according to research from the Journal of Hospitality Marketing and Management. These companies understand that criticizing AI builds trust with an audience looking for authenticity and accountability. Whether they genuinely believe AI has no place in marketing or are simply chasing dinero is a moot point — either way, banking on the human touch has proven the most effective strategy in today’s market.

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ON THE TUBE TONIGHT

Gaslight, gatekeep, girlboss

? There are thrillers in which the answers seem crystal clear from the get-go, and then there are thrillers like The Woman in Cabin 10. Starring Keira Knightley as a too-curious-for-her-own-good travel journalist, the film — based on Ruth Ware’s 2016 novel of the same name — follows Laura Blacklock (Knightley) as she comes to the realization that her assignment might just end her life.

Press trip gone wrong. Laura is invited to join Anne (Lisa Loven Kongsli), her husband Richard (Guy Pearce), and a hoard of wealthy friends aboard a luxury yacht. Anne is terminally ill, and is set to donate her wealth in a fundraising event in Norway, where the yacht is headed. Laura’s assignment is simple: Write about the couple’s new charity foundation.

All seems easy peasy, until Laura accidentally walks in on a mysterious woman in Cabin 10. Initially, she profusely apologizes and doesn’t think much of it. It’s only when she witnesses her murder that she frantically alerts the yacht’s guests and crew, only to be told there has never been an occupant in cabin 10.

Journalists have it hard, folks. Laura, already suffering from PTSD after a source is murdered before her very eyes, is gaslit into thinking what she witnessed was simply a trick of the mind. But when she begins to investigate the incident, all the evidence she accrues begins to disappear. Did it even exist in the first place? Do her fellow yacht-mates begin acting suspiciously upon questioning, or is she becoming increasingly paranoid?

The Woman in Cabin 10 isn’t a film that will tease you until the final act. Less than halfway through the film, viewers begin getting answers, yet it becomes a matter of whether or not these answers will see the light of day. It’s a thriller, an action movie, and a slasher all wrapped in one. The film features great performances all around, and the pace is neither too fast nor too slow. The movie is very similar to Jodie Foster’s 2005 classic Flightplan, and we’d argue is a worthy contender in the genre, despite what IMDb ratings say. If you’re a thriller junkie, you won’t want to sit this one out.

WHERE TO WATCH- You can stream The Woman in Cabin 10 on Netflix. Catch the trailer on YouTube (runtime: 2:18).

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Sports

Premier League clashes on our radar this weekend

Zamalek wraps up Matchday 12 of the Egyptian Premier league tonight as they head on over to face Al Bank Al Ahly at 8pm. The White Knights have slipped to fifth place, and have their sights set on three points to climb up two ranks and close in on Al Ahly, who are currently in second place after their match with Petrojet yesterday ended in a draw.

Pyramids will be playing the second leg of the CAF Champions League Round of 32 at the Air Defense Stadium against Ethiopian Medhin tonight at 6pm. Our homegrown team is in dire need of a victory or a goalless draw to qualify for the group stage after the first leg ended in a one-all stalemate.


Matchday 10 of the English Premier League kicks off on Saturday with seven matches, continuing through Sunday and Monday. Starting whistles will blow at 5pm for five concurrent matches, headlined by Arsenal vs. Burnley. The Gunners plan on continuing their four-match victory streak and staying comfortably ahead of the competition.

The other matches kicking off at 5pm on Saturday:

  • Nottingham Forest vs. Manchester United;
  • Fulham vs. Wolverhampton;
  • Crystal Palace vs. Brentford;
  • Brighton vs. Leeds United.


The Northwest London Derby kicks off at 7:30pm on Saturday with Tottenham Hotspur and Chelsea. The Spurs are currently in third place with 17 points under their belt, with the Blues not too far behind with 14 points, but sitting in ninth place.

At 10pm, a desperate Liverpool will be facing off against Aston Villa. Liverpool will be clamoring to avoid a fifth consecutive league loss — and seventh across all competitions this season — following their defeat to Crystal Palace in the Carabao Cup yesterday. The Villans are level with Liverpool — both with 15 points — but goal difference puts them behind the Reds.

**Don’t miss out on the fierce competition in the Enterprise Fantasy Premier League — click on this link or use the code 2ez9kt to join.


Real Madrid will be playing host to Valencia on Matchday 11 of La Liga, kicking off next Saturday at 10pm. The Merengues sit comfortably atop the scoreboard with 27 points, still high on their victory over Barcelona in El Clásico, whom they’re now five points ahead of. The Bats are currently down in 18th place, just two points ahead of bottom-ranked Girona in 20th.

Top European matches on our radar this weekend:

  • Pisa vs. Lazio — Serie A (Thursday, 10:45pm);
  • Augsburg vs. Dortmund — Bundesliga (Friday, 9:30pm);
  • Udinese vs. Atalanta — Serie A (Saturday, 4pm);
  • Leipzig vs. Stuttgart — Bundesliga (Saturday, 4:30pm);
  • Atlético Madrid vs. Sevilla — La Liga (Saturday, 5:15pm);
  • PSG vs. Nice — Ligue 1 (Saturday, 6pm);
  • Napoli vs. Como — Serie A (Saturday, 7pm);
  • Bayern Munich vs. Leverkusen — Bundesliga (Saturday, 7:30pm);
  • Cremonese vs. Juventus — Serie A (Saturday, 9:45pm).

This publication is proudly sponsored by

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OUT AND ABOUT

Egypt’s annual Cheese Festival returns

MARK YOUR CALENDAR-

? Attention, cheese lovers and aficionados: the Egypt Cheese Festival is back. The event, promoting Egypt’s growing artisanal cheese industry, is kicking off tonight and will run until Sunday, 2 November at Zamalek’s Al Horreya Garden. Featuring only organic dairy, expect a market full of local and international varieties with food stalls offering fresh dairy-based dishes and baked goods. The festival also offers workshops, guided tastings, and friendly competitions that you can be a part of by filling out a form linked in their Instagram bio.

HAPPENING THIS WEEKEND-

Honor the 50th anniversary of Umm Kulthum’s passing with a musical produced by El Adl Group Studios at The Theater. Experience the legend’s life story through this special musical showing tonight and tomorrow on Friday, 31 October. Tickets are available on Ticketsmarché.

Get ready for your favorite summit: Sync Summit is back for its fourth year, taking place at O West for three consecutive days starting tonight and running until Saturday, 1 November. This year’s theme Creative Range brings impactful talks, workshops, curated portfolio reviews, and hands-on labs, with leading voices from all creative industries. Don’t miss out on the chance to learn and grow as a creative — get your tickets on Ticketsmarché.

Jazz enthusiasts, gather ‘round. This year’s Cairo International Jazz Festival kicks off tonight and runs until Friday, 7 November. Don’t miss out on live concerts, masterclasses, and film screenings across venues in Cairo and Alexandria. You can purchase tickets from the Cairo Jazz Festival website.

Alt-scene pioneers Wust El Balad are headlining this year’s Cairo Jazz Festival. Catch them live at AUC Tahrir Square tomorrow night and jam out to their most nostalgic hits. You can get your tickets on Ticketsmarché.

Get funky for spooky season: Disco Misr is bringing their signature disco-funk energy for Halloween tomorrow night at CJC 610. Put on your funkiest costume and join in on the fun. You can grab your tickets on CJC’s website.

Cairokee live? Unmissable. The superband is back for another unforgettable night at El Malahy Arena tomorrow night. Sing your heart out to their culture-defining anthems and grab your tickets now on Ticketsmarché before they sell out.

Vegan friends, celebrate your day with Osana’s Plantopia Vegan Market in Maadi on Saturday, 1 November from 11am to 5pm. Explore new plant-based bites, sustainable goods, and no-cruelty products. You can recharge with a conscious living meditation session, and even bring your kids along for a fun mindful eating activity by securing a spot for them here.

HAPPENING LATER-

Paying homage to the legendary Lebanese composer Ziad Rahbani, the Cairo Jazz Festival is wrapping up with a tribute concert at AUC Tahrir on Friday, 7 November. In an orchestra led by Wagdy El Fiwy, artists Hazem Shaheen, Hany Adel, Rana Haggag, Nouran Abutaleb, and Alya Nada will be performing a powerful blend of symphonic arrangements with Rahbani’s timeless music. You can secure your spot on Ticketsmarché.

Calling all art enthusiasts: Cairo International Art District (CIAD) is back. Art D’Égypte’s special production brings a diverse lineup of artists across restored heritage venues in Downtown Cairo. CIAD is open access to the public at Kodak Passageway until Sunday, 2 November and at the Shourbagy Building until Sunday, 16 November, with only Mondays off.

Grammy-nominee Ibrahim Maalouf is coming to Egypt as part of his tribute tour, marking the 10th anniversary of his acclaimed album Kalthoum. Catch the Lebanese producer and trumpeter this winter at New Capital’s Concert Hall as he honors the late legend Umm Kulthum on Saturday, 20 December. You can get your tickets now on Ticketsmarché.

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GO WITH THE FLOW

What the markets are doing on 30 October 2025

The EGX30 rose 0.1% at today’s close on turnover of EGP 6.1 bn (29.6% above the 90-day average). Regional investors were the sole net buyers. The index is up 28.7% YTD.

In the green: E-finance (+3.2%), Credit Agricole (+2.0%), and ADIB (+1.3%).

In the red: Beltone Holding (-3.6%), Qalaa Holdings (-2.7%), and EFG Holding (-2.3%).


?️ OCTOBER

12 October - 16 November (Sunday- Sunday): Cairo International Art District (CIAD) in Downtown Cairo.

30-31 October (Thursday-Friday): Sync Summit at O West.

30-31 October (Thursday-Friday): Umm Kulthum Musical at The Theater.

30 October - 2 November (Thursday-Sunday): Egypt Cheese Festival at Al Horreya Garden, Zamalek.

30 October - 7 November (Thursday-Friday): Cairo International Jazz Festival.

31 October (Friday): Daylight saving time ends.

31 October (Friday): Wust El Balad at AUC Tahrir Square.

31 October (Friday): Cairokee at El Malahy Arena.

31 October (Friday): Disco Misr X Halloween at CJC 610.

31 October - 1 November (Friday): Darb 15’s Huge Garage Sale.

NOVEMBER

1 November (Saturday): Sync Summit at O West.

4 November (Tuesday): Leffi Beena Ya Dunya stand-up show at CJC 610.

7 November (Friday): Homage to Ziad Rahbani at AUC Tahrir Square.

7-9 November (Friday-Sunday): Cairo Comix Festival at Mahmoud Mokhtar Cultural Center.

11 November - 6 December (Tuesday-Saturday): Forever is Now at the Great Pyramids of Giza.

14-24 November (Friday-Monday): Art Decoratifs Exhibition by Art D’Egypté at the Egyptian Museum in Tahrir.

15 November (Saturday): Amr Selim at Theatro Arkan.

15 November (Saturday): The TriFactory’s El Gouna Half Marathon, El Gouna.

15 November (Saturday): Carerha Summit at Majarrah, Sheikh Zayed.

21-22 November (Friday-Saturday): Traverse Summit at Hydeout, Hyde Park.

21-29 November (Friday-Saturday): Cairo Design Week.

DECEMBER

13 December (Saturday): Marakez Pyramids Half Marathon by The TriFactory.

19 December (Friday): DJ Tiësto at the Giza Plateau.

20 December (Saturday): Ibrahim Maalouf at Concert Hall, New Capital.

December: Al Rawi Awards submissions open.

JANUARY

30 January (Friday): Cairo Marathon normal registration ends.

FEBRUARY

6 February (Friday): Cairo Marathon at Heliopolis, Merryland Park.

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