Deloitte has revealed that artificial intelligence is becoming deeply embedded in the daily lives of consumers across Saudi Arabia, according to its latest Digital Consumer Trends 2026 Report – KSA Edition. The report highlights how AI, digital connectivity, and evolving online behaviors are reshaping the Kingdom’s digital landscape.
Based on a survey of 1,000 consumers aged 18 to 50, the study found that 66% of respondents in Saudi Arabia now actively use AI tools, up significantly from 49% last year. The findings indicate that generative AI has moved beyond experimentation and is now becoming a mainstream technology for both personal and professional use.
The report showed that AI adoption in workplaces is also accelerating, with 45% of consumers using AI for work-related activities. Popular use cases include information searches, idea generation, and language translation, reflecting how AI is increasingly being integrated into productivity and decision-making processes.
“Consumers are embracing innovation, but they are also becoming more aware of its implications, particularly around online safety and digital wellbeing,” said Emmanuel Durou.
According to the study, Saudi consumers are also becoming more conscious of the social and psychological impact of digital technologies. Around 41% of respondents believe social media access should be restricted to users aged 16 and above. Interestingly, Gen Z consumers were among the strongest supporters of stricter controls, with 66% backing tighter regulations around online access for younger audiences.
The report also highlighted rising expectations around digital infrastructure and connectivity. About 65% of respondents said they bundle additional services with broadband subscriptions, with Wi-Fi boosters, landline services, and mobile packages emerging as the most preferred add-ons. The trend reflects growing demand for seamless digital experiences as remote work, streaming, gaming, and smart home technologies become increasingly common.
Deloitte noted that Saudi Arabia is entering a more mature phase of digital adoption where consumers are not only embracing innovation, but are also prioritizing trust, reliability, and digital wellbeing. The report suggests organizations must focus equally on innovation and responsible digital engagement to meet the evolving expectations of consumers in the Kingdom.
