Two-thirds of Saudi consumers now actively use AI tools, according to Deloitte's 2026 Digital Consumer Trends Report, marking a 17% jump from 49% last year, indicating that generative AI has moved from novelty to daily habit in the Kingdom.
In terms of communications and brand discoverability, the findings carry clear implications. The most common AI use cases revealed the following:
- Searching for information (51%)
- Generating ideas (44%)
- Language translation (42%)
This suggests that Saudi audiences are increasingly meeting brands in an AI-mediated environment where messaging must work harder to cut through.
Workplace adoption is also climbing, with 45% of respondents using AI for work-related tasks. However, much of this usage remains informal, relying on free tools with limited organisational support.
The digital trust issue
Perhaps the most counterintuitive finding for those working in social media strategy is that Gen Z is driving demand for stricter platform controls. While 41% of all Saudi consumers believe social media access should be restricted to those aged 16 and above, that figure rises to 66% among Gen Z respondents, challenging the assumption that younger audiences resist digital regulation.
This shift in sentiment suggests a need for potential revision for brands and agencies building influencer and platform strategies in the region.
Emmanuel Durou, Partner and TMT Leader at Deloitte Middle East, said Saudi Arabia is entering a phase of digital adoption defined "not just by scale, but by depth and intent," adding that organisations must now place equal emphasis on innovation, trust, and meaningful engagement.
"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," adding: "Consumers are embracing innovation, but they are also more aware of its implications, particularly when it comes to online safety and wellbeing. Success will depend not only on how quickly they innovate, but on how effectively they build trust, deliver value, and respond to a more informed and discerning consumer."
The survey covered 1,000 consumers aged 18–50 across Saudi Arabia.
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