Google launched its flagship Accelerate program in Saudi Arabia with an event, bringing the latest advancements in AI-powered marketing to the Kingdom’s thriving business landscape.

Accelerate Saudi, held at Muvi Theatre in Boulevard Riyadh, unveiled the latest study conducted by BCG and Google, looking at AI-driven marketing maturity. The study indicates that businesses that use AI and generative AI to power data-driven marketing strategies were found to witness 1.9 times  more profitable growth and are 39 percent more productive vs two years ago. In today’s market context characterized by rising prices, market volatility, and disruptive technologies, companies seeking to increase their digital maturity are facing ever-greater challenges.

Exclusive insights from a research on Saudi consumers done by Google and Ipsos were also discussed, providing valuable information into consumer trends in Saudi Arabia and their decision-making processes using behavioral science principles. 

“The future of marketing is here, and it’s powered by AI,” said Charbel Sarkis, country director at Google, Saudi Arabia.

Sarkis believes this presents a significant opportunity for businesses. “Every business, regardless of its current digital maturity level, must strategically assess its capabilities and plan its growth trajectory,” he urged, adding: “Investing in advanced technologies, training integrated teams, and adopting a data-oriented culture are crucial steps for not just surviving but thriving in the digital age.”

“It’s an exciting time to be a marketer using AI, through the latest tools, allowing us to understand and connect with our audience like never before,” said Basel Hijazi, retail and marketing lead at Google, Saudi Arabia. He added: “Consumers now expect companies to anticipate their needs, and businesses must leverage AI to meet these expectations effectively.”

Findings from the research on Saudi consumers revealed that 53 percent of consumers are open to AI-powered personalized recommendations in their shopping journey. Furthermore, approximately 30 percent of Saudi consumers have increased spending on leisure, entertainment, and fashion due to the growing availability of options within the country. With inflation impacting consumer behavior, 92 percent of respondents indicated changes in their spending habits, with 31 percent actively seeking sales and discounts.

Google’s Accelerate program equipped Saudi businesses with the insights and tools necessary to navigate the evolving marketing landscape and harness the power of AI for sustainable growth and success.

The Integrated Telecom Company, known as Salam Mobile, has extended its strategic partnership with Zain KSA, a provider of telecommunications and digital services in Saudi Arabia. This newly signed agreement extends the collaboration until 2030, focusing on expanding and enhancing Salam Mobile’s services by leveraging Zain KSA’s cutting-edge hosting capabilities and advanced telecommunications infrastructure.

This collaboration aligns with Salam Mobile’s strategy to elevate user experiences, strengthen its presence, and expand its services across the Kingdom. By leveraging Zain KSA’s advanced 5G infrastructure and digital capabilities, Salam Mobile will deliver enhanced mobile solutions, while contributing to the Kingdom’s broader digital goals. The partnership also reinforces Zain KSA’s dedication to promoting digital inclusion and advancing Saudi Arabia’s telecommunications and smart services sectors. Through direct, strategic investments in innovation and expansion, Zain KSA empowers mobile virtual network operators like Salam Mobile, along with other digital service providers, to grow and actively participate in the Kingdom’s digital transformation journey.

Salam Mobile CEO Ahmed Al-Anqari said: “Our partnership with Zain KSA has been instrumental in supporting our growth and expansion plans, playing a pivotal role in our transformation as a key contributor to the Kingdom’s digital transformation journey. With the renewal of this strategic partnership, we will leverage one of the most advanced 5G networks in the region, enabling us to expand our coverage and enhance our service and product portfolio for both individuals and businesses. This move reaffirms our commitment to building strong partnerships and harnessing cutting-edge technologies to accelerate digital transformation and support the Kingdom’s broader objectives.”

Acting CEO of Zain KSA Saad bin Abdulrahman Al-Sadhan added: “We remain committed to supporting the realization of Saudi Vision 2030 and our leadership’s aspirations to transform the Kingdom into a global hub of innovation and a smart digital economy. As a leading telecommunications provider, we recognize our duty to promote digital inclusion, which enhances the daily experiences of our customers and helps them achieve their goals. Our responsibility also extends to our partners in this vital telecom sector, particularly mobile virtual network operators. Empowerment drives impact, and inclusive partnerships yield widespread benefits. This is why we are focused on creating a level playing field that serves everyone and improves the overall quality of services and solutions. In line with this vision, we are pleased to extend our strategic partnership with Salam Mobile until 2030, building on years of successful collaboration.”

The partnership between Zain KSA and Salam Mobile, begun in 2021.