Google has launched its flagship Accelerate programme in Saudi Arabia in an effort to bring the latest advancements in AI-powered marketing to the Kingdom’s thriving business landscape.
Accelerate Saudi, held at the Muvi Theatre in Boulevard Riyadh, unveiled the latest study conducted by BCG and Google, with a focus on AI-driven marketing maturity.
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The study indicates that businesses using AI and generative AI to power data-driven marketing strategies saw 1.9 times more profitable growth. The report also revealed that these businesses are 39 per cent more productive since incorporating AI into business practices compared to two years ago.
“The future of marketing is here, and it’s powered by AI,” said Charbel Sarkis, KSA Country Director at Google, who believes this presents a significant opportunity for businesses.
According to the study, today’s market, characterised by rising prices, volatility, and disruptive technologies, companies aiming to increase their digital maturity are facing ever-greater challenges. The study finds that to advance their marketing maturity, brands must integrate data, adopt full-funnel marketing strategies, and deliver tech-enhanced consumer experiences daily.
“Every business, regardless of its current digital maturity level, must strategically assess its capabilities and plan its growth trajectory,” Sarkis said in his speech at the event. “Investing in advanced technologies, training integrated teams, and adopting a data-oriented culture are crucial steps for not just surviving but thriving in the digital age.”
Exclusive insights from a research on Saudi consumers done by Google and Ipsos were also discussed at the event, providing valuable insights into consumer trends in Saudi Arabia and their decision-making processes using behavioral science principles.
Findings from this research revealed that 53 per cent of consumers are open to AI-powered personalised recommendations during their shopping journey. Furthermore, approximately 30 per cent of Saudi consumers have increased spending on leisure, entertainment, and fashion due to the growing availability of options within the country. With inflation impacting consumer behavior, 92 per cent of respondents indicated changes in their spending habits, with 31 per cent actively seeking sales and discounts.
“It’s an exciting time to be a marketer using AI, with the latest tools allowing us to understand and connect with our audience like never before,” said Basel Hijazi, Retail & KSA Marketing Lead at Google. “Consumers now expect companies to anticipate their needs, and businesses must leverage AI to meet these expectations effectively,” he said.
Google’s Accelerate programme aims to equip Saudi businesses with the insights and tools necessary to navigate the evolving marketing landscape and harness the power of AI for sustainable growth and success.
