As Saudi Arabia continues its transformation under Vision 2030, the Kingdom’s marketing landscape is poised for both exhilarating opportunities and significant challenges.
In 2025, Saudi Arabia will not be a static market but one in constant motion – a place where technology, culture and consumer expectations are evolving at an unprecedented rate. For marketers, the coming year offers a new unique chance to innovate, disrupt and redefine the relationship between brands and consumers. But will 2025 be the year of a marketing oasis or a mirage?
The rapid modernisation of Saudi society, bolstered by its young, tech-savvy population and a booming digital ecosystem, presents a compelling opportunity for marketers.
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However, success will require more than just innovative campaigns – it will demand a keen understanding of both the country’s fast-paced evolution and its deeply rooted cultural values.
In this nuanced environment, here are the key trends and challenges marketers should watch for as they prepare for 2025.
Power of hyper-personalisation
By 2025, Saudi consumers will expect more than generic brand messages – they will demand personalised, data-driven experiences that cater to their unique preferences.
Thanks to advancements in artificial intelligence (AI) and machine learning, brands will be able to anticipate customer needs before they arise, offering tailored recommendations, dynamic pricing and real-time offers.
However, this hyper-personalisation must be handled with care. Saudi Arabia’s Personal Data Protection Law (PDPL), enacted to safeguard consumers’ privacy, will require brands to navigate data collection and usage with transparency and ethical rigour.
Marketers will need to balance innovative personalisation with robust data protection practices to build trust with an increasingly discerning consumer base.
AI-driven marketing campaigns
AI will continue to revolutionise marketing strategies in 2025, and Saudi Arabia will be no exception. From automating creative content generation to optimising media spends and ad placements, AI will become an indispensable tool in the marketer’s arsenal.
In sectors such as entertainment, retail and automotive, virtual influencers powered by AI will further blur the lines between human and machine, creating new forms of brand engagement. Yet, the challenge will be ensuring that AI complements rather than replaces the human touch. While Saudi consumers are highly connected and tech-savvy, they still value authenticity and emotional connections with brands.
For marketers, the art will lie in integrating AI with genuine human interaction, ensuring campaigns resonate with local audiences.
Social commerce: where content meets commerce
In 2025, Saudi Arabia’s social media platforms will evolve into full-fledged shopping destinations. Platforms will integrate more direct shopping features such as live-streaming sales, shoppable posts and in-app purchases. For brands, this shift will present a tremendous opportunity to blend storytelling with transactional opportunities, creating a seamless path to purchase directly within social platforms.
Micro and nano-influencers, particularly those who have built niche followings, will be key to driving authentic engagement. Marketers will need to partner with these influencers thoughtfully, ensuring their values align with the brand’s identity and that they can truly connect with local consumers.
Sustainability: new competitive edge
In 2025, brands that authentically commit to environmental, social and governance (ESG) practices will differentiate themselves in a crowded marketplace.
Whether it’s through eco-friendly products, transparent supply chains or community-focused initiatives, brands that show a true commitment to sustainability will earn the loyalty of Saudi consumers, particularly those among the Kingdom’s socially conscious youth.
However, the market is becoming more adept at spotting ‘greenwashing’. Brands will need to ensure their sustainability claims are backed by real, measurable actions to avoid backlash.
Experiential marketing: bringing digital to life
Despite the rapid rise of digital, experiential marketing will make a strong comeback in Saudi Arabia in 2025. Whether through pop-up events, immersive activations during Riyadh Season, or luxury brand experiences in malls and resorts, marketers will need to create experiences that resonate with local and international audiences alike.
Hybrid models – blending the physical and digital – will become increasingly popular. Events that combine real-world interactions with online streaming, virtual experiences and interactive social media content will allow brands to reach wider, more diverse audiences while maintaining the sense of exclusivity that makes experiential marketing so powerful.
Women-centric campaigns: A growing market
The increasing prominence of women in Saudi Arabia’s workforce and society is reshaping consumer behaviour. Marketers will need to develop campaigns that not only reflect the evolving roles of women in the Kingdom but also empower and authentically represent them.
Campaigns that focus on inclusivity, empowerment and authenticity will resonate most with Saudi women, who are increasingly seeking brands that align with their values and aspirations. As a result, successful brands will be those that champion gender equality and demonstrate a genuine commitment to supporting women’s empowerment.
Cultural sensitivity: Navigating tradition and modernity
As the Kingdom evolves, so too does the delicate balance between modernity and tradition. Marketers will need to ensure that their campaigns are culturally sensitive, respecting the Kingdom’s deep-rooted traditions while also embracing the progressive changes underway.
This requires a nuanced understanding of local customs, social norms and religious values, as well as an ability to create campaigns that resonate with both younger, more progressive consumers and older, more conservative segments of the population.
A year of new innovation, adaptation and opportunity
In 2025, marketing in Saudi Arabia will be anything but predictable. With rapid technological advancements, shifting cultural expectations and a growing appetite for innovation, marketers will need to be adaptable, insightful and culturally attuned.
The marketing oasis that lies ahead in Saudi Arabia is not one of easy abundance; it is a fertile ground for those who dare to innovate, engage, and respect the deep cultural nuances that make this market both unique and extraordinary.
By Hussein M. Dajani, Group Chief Marketing and Customer Centricity Officer, Petromin Corporation.
