Pakistan’s Marketing Services Exports Rise 19% as Agencies Target Global Growth

Pakistan’s exports of advertising and market research services increased 19% year-on-year to $30.7 million in July–September 2026, compared with $25.8 million in the same period last year, according to State Bank of Pakistan (SBP) data.

The growth provided the backdrop for Payoneer Connect Lahore, where more than 40 marketing agencies gathered to explore ways to secure international clients and expand their businesses.

Payoneer, a global financial technology company that supports cross-border business payments, hosted the event under the theme The Export Era of Global Marketing.

The gathering brought together agency leaders and representatives from the Pakistan Software Houses Association (P@SHA), Google and the artificial intelligence (AI) sector.

Professional Services Exports Also Record Growth

Pakistan’s broader professional services sector also recorded growth during the quarter.

Exports of other business services reached $620 million in July–September 2026, marking a 27% increase year-on-year. This SBP category also includes public relations, consulting and technical services.

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Within this category, exports of consulting and public relations services rose 22% to $81.2 million.

These figures highlight the expanding role of professional and digital services in Pakistan’s export economy.

AI Could Transform the Global Marketing Business

A fireside chat on agentic AI featured Ali Imran Memon, founder and CEO of Kitsune AI.

The discussion examined whether Pakistan’s traditional freelancing and outsourcing models had reached their limits. It also explored how agencies could turn their expertise into AI agents and products instead of relying solely on billable hours.

Participants considered different pricing models for AI services, including subscriptions, task-based charges and outcome-based pricing.

The conversation highlighted a potential shift towards higher-value services and technology-driven business models.

Google Highlights AI-Powered Market Expansion

Google’s Customer Solutions team demonstrated how agencies can use AI tools to localise their services for international markets.

The session explored how AI-powered localisation can help Pakistani businesses reach customers across borders. It also highlighted opportunities to expand into new markets while managing the costs of growth.

P@SHA Highlights Policy Support for Export Growth

Policy support and industry advocacy also featured prominently in the discussions.

P@SHA Vice Chairman Samad Saleem outlined the association’s ongoing efforts to support policies that enable Pakistan’s digital services exports.

The discussions took place as the government pursues its target of increasing IT exports to $15 billion by 2030.

The event highlighted the opportunities for Pakistani marketing agencies to expand internationally through innovation, AI adoption, stronger capabilities and supportive policies.