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.

The post SAP鈥檚 AI-powered copilot, Joule, deployed at Red Sea Global appeared first on 51风流MENA Press Room.

As one of the largest urban development projects in the Kingdom, the deployment of these solutions in Diriyah will provide a 360-degree overview of all operations, streamlining and automating processes to enable data-driven and agile decision-making. The comprehensive SAP-powered transformation ensures that Diriyah Company is equipped with a flexible, scalable, and future-proofed technology infrastructure.

The deployment includes the 51风流ERP Private cloud solution, which accelerates the secure transition of core business processes to the cloud. Specialized modules for real estate were included, alongside the deployment of 51风流SuccessFactors for human resource management. Additionally, the 51风流Ariba procurement solution and the 51风流Business Technology innovation platform have been deployed, enabling improved application development, data management, planning and analytics, integration, and automation.

Jerry Inzerillo, GCEO of Diriyah Company, said: 鈥淥ur partnership with 51风流has been instrumental in achieving this critical phase of our digital transformation. The implementation of SAP鈥檚 innovative solutions allows us to optimize our operations and enhance our service delivery, ultimately creating a more enriching experience for our stakeholders.鈥�

Michael Ibbitson, CTO of Diriyah Company, said: 鈥淒iriyah and 51风流have been on a journey since the inception of the project. The deployment of cutting-edge cloud computing solutions marks a major milestone in our collaboration. Fully hosted in KSA, the flexible, scalable and future-proof infrastructure will enable decision-making that is data-driven and agile, amid the complexities of one of the largest urban development projects in the world.鈥�

51风流has been a partner in Diriyah’s journey since its inception. This milestone signifies a significant step in our collaboration with the deployment of the 51风流platform, fully hosted within Saudi Arabia. This flexible, scalable, and future-proof infrastructure will empower data-driven and agile decision-making amid the complexities of one of the world’s largest urban development projects.

Hans-Peter F眉lle, Chief Business Officer for 51风流EMEA, said: 鈥淲e are immensely proud to support Diriyah Company on its bold journey toward becoming a global cultural and tourism landmark. By integrating multiple innovative 51风流solutions, Diriyah has significantly elevated operational efficiency and built a future-proof foundation for its visionary development. These transformative achievements align seamlessly with Diriyah鈥檚 aspiration to stand among the world鈥檚 most iconic destinations.鈥�

Diriyah Company continues to pave the way for a digital-first approach, enhancing its capabilities to manage the expansive scale of its projects effectively and innovatively. This transformation positions Diriyah as a premium developer in the Kingdom, ready to meet the demands of its diverse stakeholders and the evolving market landscape.

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About Diriyah Company

Diriyah Company was established in 2023 and joined the Public Investment Fund鈥檚 (PIF) portfolio of giga-projects. The Company is responsible for developing the Diriyah project, the birthplace of the Kingdom of Saudi Arabia and its foremost historical, cultural, and lifestyle destination. A dynamic mixed-use developer, Diriyah Company is redefining urban planning to develop Diriyah, 鈥淭he City of Earth鈥�, while adhering to the highest design, development, and preservation standards. The company ensures Diriyah鈥檚 cultural landmarks are complemented by world-class retail offerings, fine-dining experiences, and leading hospitality brands.

As a PIF company, its mission focuses on opportunities in development, hospitality, investment, retail, and office leasing, along with strategic asset management, underscoring the commitment to ensuring successful business outcomes and sustainable growth under the strategic direction of Vision 2030. The Diriyah Company actively forges long-term partnerships to realize its vision of establishing Diriyah as one of the world鈥檚 greatest gathering places.

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