As artificial intelligence becomes increasingly embedded across organisations in Saudi Arabia, the conversation is evolving from adoption to impact. At LEAP 2026, PwC Middle East was the Exclusive AI and Data Partner and brought together new research, industry expertise and strategic collaborations to explore what this next phase of AI transformation means for organisations across the Kingdom.
The firm’s fifth consecutive participation at LEAP, reflected its continued commitment to supporting Saudi Arabia’s digital transformation ambitions through practical innovation, trusted AI and workforce capability.
Laura Hinton, Middle East Senior Partner at PwC Middle East, said:ย โThe conversations at LEAP reflect something we are seeing more broadly across the Middle East. As AI becomes more deeply embedded in organisations, business leaders are increasingly focused on how technology can translate into growth, competitiveness and lasting value. For PwC Middle East, our role is to bring together the best of our regional and global capabilities to help clients turn that ambition into practical outcomes, while continuing to invest in the people, partnerships and capabilities needed to build what comes next.โ
Central to those discussions was PwC’s latest research,ย Saudi Arabia’s AI maturity is rising. Now comes the real test of value, which explores how organisations are embedding AI into their operations and what will define success in the next phase of adoption. Rather than focusing solely on implementation, businesses are increasingly embedding AI into everyday operations and aligning investment with long-term strategic priorities.
The research highlights that 78% of respondents in Saudi Arabia have aligned their AI vision with business objectives, compared with 65% globally, while 76% report scalable cloud platforms with real-time data availability, and more than half have redesigned workflows to integrate AI, compared with 32% globally. Together, these findings point to a broader shift. The challenge is no longer simply adopting AI, but applying it in ways that deliver measurable value, strengthen trust and prepare organisations for long-term transformation.
Bivek Sharma, Chief Technology & AI Officer at PwC Middle East, added:ย “We are seeing AI move beyond individual use cases and become more integrated across the enterprise. The shift is from exploring what AI can do to integrating it securely into data, systems, and everyday operations. Saudi Arabia is well positioned for that transition. The next phase will be about making AI practical, trusted and embedded in how organisations operate and grow.”
Alongside launching its latest research, PwC Middle East strengthened its collaboration with organisations across the Kingdom, such asย Saudi Information Technology Company (SITE),ย THIQAH, andย Jethur, among others, through 7 Memoranda of Understanding focused on advancing AI adoption, technology transformation, managed services and skills development. Together, these partnerships reflect a shared commitment to turning innovation into practical outcomes that support Saudi Arabia’s long-term digital ambitions.
The agreements brought forward new opportunities across areas including AI and technology transformation, managed services and skills development, connecting emerging technologies with market needs and the capabilities required to sustain their use over time.
Faisal Sarraj, KSA Country Senior Partner at PwC Middle East, said:ย โSaudi Arabia has made remarkable progress in AI, and we are now seeing that progress translate into how our businesses are investing, operating and growing. What is exciting to see is how the Kingdom is not only keeping pace globally but showing real strength in areas that will shape how we use AI. LEAP gives us the opportunity to look at what comes next and how we can turn that progress into lasting success for businesses, talent and the wider economy.โ
Across four days of LEAP, PwC Middle East brought together clients, policymakers and technology leaders to explore how trusted AI is being applied in real business environments. Through leadership discussions, demonstrations and interactive experiences, the focus remained on practical implementation, workforce readiness and the capabilities organisations need to realise value from AI at scale.
Throughout the event, discussions explored developments across the Kingdom and how the growing application of technology is shaping the skills and talent needed to keep pace with changing ways of working.
The conversations at LEAP reinforced a clear message. As AI becomes more deeply embedded across organisations, competitive advantage will increasingly depend on how effectively businesses turn technology into measurable outcomes. Through its research, strategic collaborations and industry dialogue, PwC Middle East continues to support organisations as they build what comes next.
