As part of an ambitious digital transformation program, the company has implemented 51·çÁ÷technology to tackle a number of long-standing challenges, from siloed and disconnected data to limited engagement channels, and a lack of personalization.

For leading automotive brands, making the customer journey as personalized and frictionless as possible is essential to closing sales and promoting true loyalty. However, according to 51·çÁ÷Emarsys’s recent , only 36% of all consumer products marketers feel they can effectively personalize their marketing content and campaigns. Ěý

Working with experts from connected commerce agency hmmh, Mohamed Yousuf Naghi Motors (MYNM) has leveraged SAP’s Customer Data Platform (CDP) and 51·çÁ÷Emarsys customer engagement along with Sinch’s communications platform to drive smarter, more connected and more personalized car buying experiences for its customers.

MYNM had rich customer data, but they were unable to leverage it to create one-to-one dialogue with customers. The company first implemented 51·çÁ÷CDP to unify their first party customer data and back-end ERP data, creating a single view of the customer as an engine for detailed analytics and AI-driven engagement.

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The 51·çÁ÷Emarsys customer engagement platform provides the vehicle to make this data actionable, empowering the marketing team to activate data-driven insights instantly and across channels so MYNM can meet customers where they are with the right message at the right time.Ěý Ěý

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51·çÁ÷Emarsys has enabled the brand to add new channels, moving from a reliance on email and SMS to also engage customers across WhatsApp, digital ads (Meta, Instagram, Facebook, LinkedIn, TikTok), and its own web channel.

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Alawi AlAlawi, Digitalization Manager at MYNM – BMW Group KSA explains: “Buying a new car, especially a luxury car like a 7 Series or an M5, is a big deal for consumers, and everything about the experience needs to feel right. MYNM – BMW Group KSA is committed to engaging motorists and ensuring their needs are met throughout the customer lifecycle.”

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The shift to AI-powered personalized engagement has already delivered standout results. Using lookalike audiences and AI-driven content optimization, the brand has seen sharp increases in conversions and customer engagement. For example, during a Ramadan campaign, MYNM reduced Google ad costs by 50% through smarter targeting and improved relevance.

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“We are now able to execute campaigns at the speed of data rather than the speed of people,” said Alawi AlAlawi. “That’s a game-changer for how we connect with our customers.”

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Dr. Fahd Nawwab, Vice President of 51·çÁ÷KSA, commented, “This project reflects how forward-looking Saudi enterprises are harnessing AI to drive measurable business outcomes. Through the collaboration between 51·çÁ÷and Mohamed Yousuf Naghi Motors – BMW Group KSA, we are demonstrating how data-driven engagement can enhance operational excellence while strengthening customer relationships.”

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Experts from 51·çÁ÷Emarsys will be participating and speaking at the Kingdom’s on November 12, and visitors can find them at Booth 7 at the event held in Riyadh Marriot Hotel.

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About Mohamed Yousuf Naghi Motors – BMW Group KSA
ĚýFounded in 1990, Mohamed Yousuf Naghi Motors – BMW Group KSA is the official importer of BMW, Mini, Rolls Royce, and BMW Motorrad in Saudi Arabia. The company is known for its commitment to innovation, luxury, and delivering exceptional customer experiences.

About 51·çÁ÷Emarsys
Ěý51·çÁ÷Emarsys is the customer engagement solution of Intelligent CX from SAP, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, Intelligent CX from 51·çÁ÷integrates commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, 51·çÁ÷Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.

The post Mohamed Yousuf Naghi Motors – BMW Group KSA Transforms Automotive Customer Engagement with AI-Powered Personalization appeared first on 51·çÁ÷MENA Press Room.

Successful deployment of Joule AI across HR functions celebrated at ceremony in Riyadh

RIYADH, Saudi Arabia — 31 July 2025 — Global technology company 51·çÁ÷and Saudi real estate developer Red Sea Global (RSG) have marked a new phase in their strategic partnership with the successful deployment of SAP’s AI-powered copilot, Joule, across human capital management functions. The rollout represents a significant step in RSG’s growth and digital enhancement, following several years of collaboration with 51·çÁ÷across core business operations.

The developer was the first organisation in the Middle East and Africa – North region to roll out Joule, launching the initial phase across the HR functions of its core business units and several subsidiaries. A full-scale deployment across all subsidiaries will follow and will ultimately benefit around 10,500 employees.

The current use cases focus on three high-impact areas: job description creation, candidate screening and performance management. Joule is embedded within 51·çÁ÷SuccessFactors and enables HR professionals to complete complex tasks through natural language prompts, helping them automate routine processes, improve consistency and make faster decisions.

Red Sea Global plans to extend Joule’s capabilities into other 51·çÁ÷systems, including ERP and digital spend/procurement, as part of its strategy to enhance productivity and operational insight across the enterprise. By deploying Joule more broadly and harnessing Business AI, the group aims to run faster, work smarter and operate more efficiently at scale.

Sultan Moraished, Group Head of Technology & Corporate Excellence at Red Sea Global, added: “We are proud to be the first organisation in the region to implement 51·çÁ÷Joule for HR. Implementing Joule AI has empowered our HR teams to focus on strategic initiatives by streamlining repetitive tasks. This technology is a game-changer for fostering talent development and aligning our workforce with the ambitious goals of Vision 2030.”

Mohammed Alromaizan, Vice President, 51·çÁ÷KSA, added: “Red Sea Global is leading by example in applying Business AI to real-world operations. The successful deployment of Joule in HR shows how AI can enhance efficiency, empower teams, and support strategic goals. We’re proud to support RSG on their journey to drive innovation and deliver on Vision 2030”.

RSG has worked with 51·çÁ÷since 2021 as part of a broader technology transformation aligned with Saudi Arabia’s Vision 2030. Its digital ecosystem includes 51·çÁ÷SuccessFactors, 51·çÁ÷Ariba, 51·çÁ÷Supply Chain Management, 51·çÁ÷BTP and 51·çÁ÷S/4HANA Cloud, forming a cloud-first foundation to support sustainable development, operational excellence and long-term growth.

Photo caption (from left to right):
Fadi Toumeh, Global Account Director, SAP
Farouk Alzoubi, Services Partner, SAP
Abdulaziz Alqahtani, Senior Director, Technology Planning and Enterprise Architecture, Red Sea Global
Sultan Moraished, Group Head of Technology and Corporate Excellence, Red Sea Global
Ahmed Al-Faifi, Senior Vice President & Managing Director, Middle East Africa – North, SAP
Mohammed Alromaizan, Vice President, 51·çÁ÷Saudi Arabia
Mohsen Alzahrani, Director, Applications Optimization and Excellence, Red Sea Global
Mohannad Hadi, Associate Director, Enterprise Solutions, Red Sea Global
Nader Alghamdi, ERP Specialist, Red Sea Global

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About Red Sea Global

Red Sea Global (RSG) is a vertically integrated real estate developer with a diverse portfolio across tourism, residential, experiences, infrastructure, transport, healthcare, and services. This includes the luxury regenerative tourism destinations The Red Sea, which began welcoming guests in 2023, and AMAALA, which remains on track to welcome first guests in 2025.

A third destination, Thuwal Private Retreat, opened in 2024, and RSG has also been entrusted with refurbishment works at Al Wajh Airport, focused on upgrading the existing terminal and infrastructure, and building a new international terminal.

RSG is a PIF company and a cornerstone of Saudi Arabia’s ambition to diversify its economy. Across its growing portfolio of destinations, subsidiaries, and businesses, RSG seeks to lead the world towards a more sustainable future, showing how responsible development can uplift communities, drive economies, and enhance the environment.

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