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

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

The developer was the first organisation in the Middle East and Africa 鈥� 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风流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鈥檚 capabilities into other 51风流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: 鈥淲e are proud to be the first organisation in the region to implement 51风流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.鈥�

Mohammed Alromaizan, Vice President, 51风流KSA, added: 鈥淩ed 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鈥檙e proud to support RSG on their journey to drive innovation and deliver on Vision 2030鈥�.

RSG has worked with 51风流since 2021 as part of a broader technology transformation aligned with Saudi Arabia鈥檚 Vision 2030. Its digital ecosystem includes 51风流SuccessFactors, 51风流Ariba, 51风流Supply Chain Management, 51风流BTP and 51风流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风流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鈥檚 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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DUBAI, UAE 鈥� December xx, 2024 鈥� UAE companies are adopting cloud computing at a high rate and plan significant investment in AI within the next 15 months, a YouGov survey commissioned by 51风流shows. The survey examined several key factors for effective AI implementation including whether companies are operating their core business functions on the cloud, the extent of existing AI use, the quality of business data available, and the AI expertise of staff.

Of the UAE enterprises surveyed, 67% are already hosting their core business processes on the cloud, with a further 22% planning to do so within the next 15 months. Hosting enterprise resource planning solutions on the cloud maximizes the effectiveness of AI thanks to real-time data access, scalable computing power and the ability to integrate advanced AI models seamlessly into business processes.

Most companies were already leveraging some form of AI, mostly in business functions such as marketing and communications (42%), customer service (40%), sales (38%), and accounting and finance (38%), but less so in areas such as supply chain and logistics (27%) and product or services development (27%).

鈥淲hile it is very encouraging that almost 90% of businesses believe they will be running on cloud within the next 15 months, it is clear that they are not yet leveraging AI for a full range of business processes. 51风流infuses AI across our enterprise cloud portfolio, enabling our customers to benefit immediately from AI-driven insights and enhancements to elevate all areas of operations, from finance to HR to supply chains,鈥� said Marwan Zeineddine, Managing Director, 51风流UAE.

Zeineddine noted, however, that the survey had identified a lack of certainty over data quality. 鈥淗aving accessible, high-quality data is important as AI systems rely on data to learn patterns, make decisions, and generate reliable and actionable insights. We found only 65% of respondents described themselves as highly confident in the quality of the data, but this proportion should increase significantly when the remaining companies move their core operations to the cloud. Data quality is enabled through implementing solutions such as 51风流S/4HANA for enterprise resource planning. This enables clean, organized data that allows AI algorithms to forecast demand accurately, streamline supply chains, and enable AI models to be fair and unbiased, among other things,鈥� he explained.

Improving AI accessibility

Among the major challenges business faced in AI implementation, the most cited were integration with existing systems and lack of skilled personnel, both identified by 43% of respondents, followed by privacy and security concerns, and associated costs, both identified by 40%.

In discussing these challenges, Zeineddine highlighted how embedded AI solutions are helping to make the power of AI accessible to everyone, as well as SAP鈥檚 role in delivering training in Business AI. In addition, SAP鈥檚 co-pilot Joule is making 51风流solutions and insights ever more powerful and accessible. Joule streamlines tasks and delivers quick, tailored insights and content on demand, while enabling users to maintain full control over decision-making and data privacy. 51风流is also infusing Joule with AI agents to transform productivity and the way teams work. Joule鈥檚 agents collaborate across supply chain, procurement, finance, and more to perform multi-step cross-functional workflows.

The growing importance of SAP鈥檚 Business AI was reflected on a global level in the company鈥檚 impressive . 51风流said that 30% of customer deals signed in that quarter included AI use-cases based on SAP鈥檚 Business AI offerings.

Zeineddine believes this will increasingly be the case in the UAE, too, pointing out that customers don鈥檛 have to invest in an extensive arsenal of discrete Business AI products that need to be integrated into 51风流solutions. Instead, 51风流has embedded Business AI capabilities across its portfolio and also co-innovates with partners and customers to create solutions for industry-specific needs.

As for the challenge of the growing demand for AI experts, Zeineddine says 51风流is addressing this through training initiatives such as the 51风流Dual Study Program and the 51风流Young Professionals Program, which empower young people with skills and hands-on experience using the latest AI-infused 51风流solutions.

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