Generative AI moves from novelty to habit among Saudi consumers
Generative artificial intelligence is rapidly embedding itself in everyday life for many consumers in Saudi Arabia, according to Deloitte’s Digital Consumer Trends 2026 – KSA Edition. The consultancy’s nationally representative survey of 1,000 adults aged 18 to 50 found that 66% now actively use AI tools, up from 49% a year earlier. That 17 percentage point increase signals a shift from experimentation toward routine use.
The report highlights broad adoption across personal and professional activities, while also noting that maturity and institutional support lag behind uptake. For businesses and policy makers, the findings underline both opportunity and risk: organizations that can translate consumer AI habits into trusted, productive services stand to gain, while unresolved issues around safety, governance and digital wellbeing could spur regulatory and market responses.
Which use cases are taking hold?
AI is increasingly the first stop for consumers seeking information and productivity gains. The survey shows that 51% of respondents use AI for searching information, 44% for idea generation and 42% for language translation. Work-related AI use has climbed to 45% — a sign that many are integrating AI into professional workflows, even where formal enterprise support is limited.
At the same time, Deloitte notes much of the activity remains informal, relying on freely available tools. More advanced applications such as content creation and coding have stabilised rather than accelerating, suggesting that early adopters are moving toward outcome-driven use rather than broad experimentation.
Digital wellbeing and safety are rising priorities
Alongside adoption, attitudes toward online safety have hardened. Forty-one percent of respondents said social media access should be restricted to those aged 16 and above. Notably, two-thirds of Gen Z survey participants backed stricter controls. That runs counter to assumptions that younger cohorts uniformly favour fewer digital limits, and indicates growing public sensitivity to the harms of unfettered social platforms, including misinformation and mental health impacts.
For regulators and platforms, the combination of widespread AI use and heightened concern about online harms creates a complex policy environment. Expectations around platform responsibility, content moderation and age gating are shifting at a time when AI is increasingly involved in content generation and distribution.
Connectivity expectations shift toward performance
Infrastructure is another focal point. Deloitte reports 65% of Saudi consumers bundle services with their broadband plans, prioritising performance and reliability over entertainment-centric packages common in other markets. The most frequently added services are Wi-Fi boosters (29%), landlines (21%) and mobile connections (15%), reflecting demand for stronger in-home coverage and multi-device connectivity.
These preferences point to the role of stable, high-quality networks as a foundation for AI-enabled services, remote work and smart-home devices. Telecom operators and ISPs in the Kingdom face clear commercial incentives to market performance-led bundles and managed connectivity solutions that support AI-driven consumer behaviours.
Implications for businesses, telcos and policy makers
The Deloitte findings carry several practical implications. First, enterprises should consider formalising support for AI use within organisations to convert informal, consumer-driven adoption into reliable, secure workflows. That includes investing in governance, employee training and vetted tools rather than relying on free consumer-grade services.
Second, telecoms providers and broadband operators can leverage the shift toward performance-led bundling by offering differentiated products that address network reliability, in-home coverage and integrated mobile connectivity. Demand for Wi-Fi extenders and managed services is likely to grow as households and small businesses adopt more connected devices and rely on AI tools for daily tasks.
Third, regulators will need to balance innovation and safety. Rising public calls for age restrictions and stronger platform controls suggest momentum for policy interventions focused on digital wellbeing, content moderation and transparency around AI-generated content. Any regulatory response will need to account for both rapid technological change and the cross-border nature of many digital services.
Industry perspective and next steps
Emmanuel Durou, Partner and Technology, Media & Telecommunications Leader at Deloitte Middle East, said: “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.
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. For organizations, this presents a clear opportunity. 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.”
For companies operating in Saudi Arabia, the immediate task is translating consumer habits into durable, trustworthy products and services. That means partnering across the technology stack — from telecoms and device manufacturers to software vendors and compliance teams — to deliver experiences that meet rising expectations for performance and safety. For policy makers, the challenge will be to craft proportionate frameworks that protect users without stifling innovation.
The full Deloitte Digital Consumer Trends 2026 – KSA Edition report provides additional detail on methodology and sector-specific insights and is available from Deloitte’s Middle East site.
