Deloitte Middle East said generative artificial intelligence has become embedded in everyday life for many consumers in Saudi Arabia, as adoption accelerated across work, information gathering and digital services.
The consulting firm’s Digital Consumer Trends 2026 Report — KSA Edition found that 66% of surveyed consumers in Saudi Arabia actively use AI tools, up 17 percentage points from 49% a year earlier.
The findings were based on a nationally representative survey of 1,000 consumers aged between 18 and 50.
Deloitte said the data pointed to a broader shift in the kingdom’s digital landscape as consumers become more digitally connected, more technologically fluent and increasingly selective in how they engage with online platforms and services.
AI shifts from experimentation to routine use
The report said generative AI had moved rapidly from experimental use toward habitual daily activity.
AI use for work-related tasks climbed to 45%, with consumers increasingly relying on AI tools as a starting point for productivity-related activities, Deloitte said.
The most common uses included searching for information, cited by 51% of respondents, generating ideas at 44%, and language translation at 42%.
Deloitte said the figures reflected what it described as a behavioral shift in how consumers access knowledge and solve problems.
At the same time, the report noted that adoption remained relatively informal, with many consumers depending on free AI tools and receiving limited organizational support.
More advanced activities such as coding and content creation appeared to stabilize, suggesting users were moving toward more practical applications rather than experimentation alone, Deloitte said.
Concerns over digital wellbeing increase
The report also highlighted growing concern around social media usage and online safety, particularly among younger consumers.
According to Deloitte, 41% of Saudi consumers believe social media access should be restricted to users aged 16 and above.
Among Generation Z respondents, 66% supported stricter controls, a finding Deloitte said challenged assumptions that younger users favor unrestricted digital access.
The firm said issues including online harm, misinformation and digital wellbeing were becoming increasingly central to how consumers evaluate digital platforms and environments.
Connectivity expectations rise
The report found consumers were also placing greater emphasis on connectivity performance and broadband reliability.
Deloitte said 65% of consumers bundled additional services with broadband subscriptions, with Wi-Fi boosters accounting for 29% of the most common additions, followed by landline services at 21% and mobile connections at 15%.
Unlike some markets where entertainment services drive bundling decisions, Saudi consumers appeared to prioritize network reliability and service performance, the report said.
Deloitte said the trend reflected growing dependence on high-quality connectivity for remote work, streaming and connected devices.
Saudi market reaches digital inflection point
Emmanuel Durou, partner and technology, media and telecommunications leader at Deloitte Middle East, said Saudi Arabia was entering a new phase of digital adoption characterized by both scale and consumer 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,” Durou said in a statement.
He added that consumers were embracing innovation while becoming more aware of issues surrounding online safety and wellbeing.
“For organizations, this presents a clear opportunity,” Durou said. “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.”
Deloitte said the findings underscored the pace of change across Saudi Arabia’s digital economy as organizations adapt to shifting consumer expectations around innovation, trust and engagement.
