Pakistan’s marketing services exports 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 data.
The growth provided the backdrop for Payoneer Connect Lahore, where more than 40 marketing agencies gathered to explore opportunities for winning international clients and expanding their businesses globally.
Hosted by Payoneer, the global financial technology company that helps businesses operate across borders, the event carried the theme “The Export Era of Global Marketing.” It brought together agency leaders, representatives of the Pakistan Software Houses Association (P@SHA), Google and artificial intelligence practitioners.
Professional Services Exports Show Strong Growth
Pakistan’s wider professional services sector also recorded growth during the quarter.
Exports of other business services, a State Bank category covering public relations, consulting and technical services, reached $620 million, marking a 27% year-on-year increase.
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Within this category, exports of consulting and public relations services rose 22% to $81.2 million.
Agentic AI Creates New Opportunities for Agencies
The importance of moving towards higher-value services emerged during a fireside chat on agentic AI featuring Ali Imran Memon, founder and CEO of Kitsune AI.
The discussion explored whether Pakistan’s traditional freelancing and outsourcing models had reached their limits and how agencies could turn their expertise into AI agents and products instead of relying solely on billable hours.
Participants also examined different pricing models for AI services, including subscriptions, task-based fees and outcome-based payments.
Google Highlights AI-Driven Global Expansion
Google’s Customer Solutions team demonstrated how AI-powered localisation tools can help Pakistani companies reach international markets and expand cross-border business opportunities.
The session highlighted the potential of artificial intelligence to reduce the cost of entering new markets and help agencies serve global clients more efficiently.
P@SHA Highlights Policy Support for Digital Exports
Speakers also emphasised the importance of supportive policies in sustaining Pakistan’s digital services growth.
P@SHA Vice Chairman Samad Saleem outlined ongoing policy and advocacy initiatives aimed at strengthening and expanding the country’s digital services exports.
These efforts align with the government’s target of increasing Pakistan’s IT exports to $15 billion by 2030.
