Unified cloud foundation to streamline global operations and accelerate AI adoption
RAK Ceramics, one of the world’s largest ceramics and porcelain manufacturers, has selected SAP SE to drive a major cloud‑based digital transformation across its global operations. The initiative, powered by RISE with SAP, will consolidate processes across 55 entities onto a unified cloud platform, strengthening operational efficiency, visibility, and readiness for next‑generation AI capabilities.
The transformation includes the deployment of SAP S/4HANA Private Cloud, SAP Integrated Business Planning (IBP), and SAP SuccessFactors, creating an end‑to‑end digital core designed to support operations in more than 150 countries. SAP IBP will be integrated across sales and operations, supply and response, and demand planning, while SuccessFactors’ Employee Central and cloud payroll will modernize HR systems for the company’s workforce of 12,000.
By migrating from fragmented, multi‑entity legacy systems to a unified SAP cloud suite, RAK Ceramics gains a modern infrastructure aligned with Clean Core principles reducing customizations, lowering technical debt, and enabling future scalability. This foundation positions the company to adopt intelligent automation, embedded AI, and industry‑specific innovations more seamlessly.
“Consolidating our global operations on SAP will give us the agility to scale and prepare for AI-driven transformation.”
— Abdallah Massaad, CEO, RAK Ceramics
“Consolidating global operations across RAK Ceramics onto a unified cloud platform will deliver greater transparency and control across the business,” said Abdallah Massaad, CEO of RAK Ceramics. “This foundation will enable us to introduce advanced capabilities, including AI, and empower our employees with real‑time data and integrated processes.”
SAP UAE Managing Director Marwan Zeineddine highlighted the strategic impact of the partnership: “RAK Ceramics is demonstrating how manufacturers can simplify complex global environments and build digital foundations that scale. By applying Clean Core principles, the company will reduce complexity and establish a platform that evolves with changing market needs.”
RAK Ceramics is also exploring SAP Business AI, including Joule and SAP’s growing portfolio of more than 350 embedded AI use cases, expected to exceed 1,000. These capabilities will support predictive insights, automation, and improved decision-making across business functions.
The multiyear transformation aims to deliver stronger forecasting, optimized inventory, efficient resource planning, and a resilient digital backbone to support the company’s next phase of global growth.
