Saudi Arabia has reached a defining moment in its digital evolution, according to Deloitte’s Digital Consumer Trends 2026 Report — KSA Edition, with generative AI rapidly shifting from a curiosity to an everyday utility, reshaping how people search, work, and make decisions.
The 2026 Digital Consumer Trends Report
Based on a nationally representative survey of 1,000 consumers aged 18–50, the report captures a market moving at pace: more connected, more digitally fluent, and increasingly intentional in how it engages with technology.
At the centre of this shift is the rapid rise of generative AI. As highlighted by the report, two-thirds of consumers in Saudi Arabia (66 per cent) now actively use AI tools. This represents a 17-percentage-point increase from 49 per cent last year, signalling a clear tipping point: what was once experimental is now embedded and used habitually.
From experimentation to everyday habit
Nowhere is this more visible than in the workplace. AI usage for work-related tasks has climbed to 45 per cent, with consumers increasingly turning to it as a starting point for productivity. The most common use cases, searching for information (51 per cent), generating ideas (44 per cent), and language translation (42 per cent), highlight a fundamental behavioural shift, with AI becoming the first step in how people access knowledge and solve problems.
While adoption is accelerating, maturity is still catching up. Much of this usage remains informal, with consumers relying heavily on free tools and limited organisational support. At the same time, more advanced use cases such as content creation and coding have stabilised, suggesting a move toward more practical, outcome-driven applications rather than experimentation for its own sake.
A more conscious digital consumer emerges
Alongside this surge in adoption, a more discerning and self-aware digital consumer is beginning to take shape, particularly when it comes to social media and online safety.
In Saudi Arabia, 41 per cent of consumers believe social media access should be restricted to those aged 16 and below, reflecting growing concern around the impact of digital platforms on younger users. In a notable shift, Gen Z is leading this conversation, with 66 per cent supporting stricter controls, challenging long-held assumptions about younger generations’ attitudes toward unrestricted digital access.
The trend also signals a broader recalibration. As digital engagement deepens, so too does scrutiny around its impact. Issues such as online harm, misinformation, and digital wellbeing are no longer peripheral; they are becoming central to how consumers evaluate their digital environments.
Connectivity becomes a non-negotiable
As digital behaviours evolve, so do expectations around the infrastructure that supports them. The report highlights a strong shift toward performance-led connectivity, with 65 per cent of consumers bundling services with their broadband.
Unlike markets where entertainment drives bundling, Saudi consumers are prioritising reliability and network performance. The most common additions, which are Wi-Fi boosters (29 per cent), landline services (21 per cent), and mobile connections (15 per cent), point to a clear trend that connectivity has become a critical foundation for daily life.
From remote work to streaming and smart devices, the demand for seamless, high-quality digital experiences is reshaping how consumers choose and value their service providers.
A market at an inflection point
Taken together, the findings point to a market at an inflection point. Saudi consumers are not just adopting technology, they are integrating it and redefining its role in their lives.
The rise of AI, the growing focus on digital wellbeing, and performance expectations on connectivity all signal a more mature, intentional digital ecosystem, where expectations are rising as quickly as adoption.
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 organisations, 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.”
The 2026 Digital Consumer Trends Report — KSA Edition highlights the pace and direction of change across Saudi Arabia’s digital landscape. As AI becomes embedded, expectations rise, and behaviours shift; organisations must adapt quickly, placing equal emphasis on innovation, trust, and meaningful engagement.
