Generative AI is no longer just a curiosity in Saudi Arabia; it has become a daily utility for the majority of consumers, fundamentally changing how they work, search for information, and make decisions. A new report from Deloitte Middle East, the “Digital Consumer Trends 2026 Report—KSA Edition,” reveals that the Kingdom has hit a defining moment in its digital adoption, with two-thirds of consumers now actively using AI tools.
Quick Facts
- AI usage in KSA hits 66%, up from 49% last year.
- 45% of consumers now use AI for work-related tasks.
- Gen Z leads calls for stricter social media controls.
From Novelty to Necessity: AI in the Saudi Workplace
The report, based on a survey of 1,000 consumers, shows that the most significant shift is happening in professional settings. AI usage for work-related tasks has climbed to 45%, positioning it as a primary tool for productivity. The most common applications include searching for information (51%), generating ideas (44%), and language translation (42%). This indicates a major behavioral change, with AI becoming the first port of call for knowledge gathering and problem-solving.
While adoption is high, its application is still maturing. Most usage remains informal, relying on free, publicly available tools with little organizational oversight. More complex tasks like content creation and coding have seen stable but not explosive growth, suggesting a pivot toward practical, outcome-focused uses over pure experimentation.
A Call for Digital Wellbeing
Parallel to the AI boom, a more discerning Saudi consumer is emerging, particularly regarding online safety and social media. The report found that 41% of consumers believe social media access should be restricted to users aged 16 and older.
In a significant generational shift, Gen Z is championing this cause, with 66% supporting stricter platform controls. This challenges the common assumption that younger users prefer unrestricted digital access and signals a growing awareness around issues like online harm and misinformation.
Performance Over Perks: The Demand for Reliable Connectivity
As digital life becomes more integrated, consumer expectations for the underlying infrastructure are rising. The report highlights a clear preference for performance-led connectivity, with 65% of consumers bundling additional services with their broadband packages.
Unlike other markets where entertainment often drives bundling decisions, Saudi consumers are prioritizing network reliability and performance. The most popular add-ons are Wi-Fi boosters (29%), landline services (21%), and mobile connections (15%), underscoring that seamless connectivity is now a non-negotiable foundation for work, streaming, and daily life.
Emmanuel Durou, Partner and Technology, Media & Telecommunications Leader at Deloitte Middle East, commented on the findings: “Saudi Arabia is entering a new phase of digital adoption that is defined not just by scale, but by depth and intent. The speed at which generative AI has moved into everyday use is striking, and it is fundamentally changing how consumers interact with technology across both personal and professional contexts.”
He added, “At the same time, we are seeing a more balanced and thoughtful approach to digital engagement emerge. Consumers are embracing innovation, but they are also more aware of its implications, particularly when it comes to online safety and wellbeing.”
About Deloitte Middle East
Deloitte Middle East is the regional affiliate of the global professional services network Deloitte. It provides audit & assurance, consulting, financial advisory, risk advisory, tax, and related services to public and private clients spanning multiple industries in the Middle East and Cyprus. The firm is committed to making an impact that matters, with more than 7,000 professionals across 15 countries.
Source: My Startup World
