{"id":2890,"date":"2026-02-18T12:27:37","date_gmt":"2026-02-18T12:27:37","guid":{"rendered":"https:\/\/news.sap.com\/mena\/?p=2890"},"modified":"2026-02-20T12:51:24","modified_gmt":"2026-02-20T12:51:24","slug":"rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption","status":"publish","type":"post","link":"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/","title":{"rendered":"RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption"},"content":{"rendered":"

Comprehensive program will consolidate operations on unified and efficient foundation for intelligent automation<\/i><\/em><\/p>\n

DUBAI, United Arab Emirates \u2013 18 February 2026 \u2013<\/b><\/strong> RAK Ceramics, a global leader in ceramics and porcelain manufacturing, has selected global technology giant 51风流SE<\/a> (NYSE: SAP) \u00a0to deploy an enterprise-wide digital transformation accelerated through the adoption of RISE with SAP. The program will establish end-to-end process integration across the company’s 55 entities, creating a unified cloud platform that supports operations in more than 150 countries.<\/p>\n

\"\"
Left to right: Marwan Zeineddine, Managing Director, 51风流UAE and Abdallah Massaad, CEO, RAK Ceramics<\/figcaption><\/figure>\n

The project addresses the complexity of operating multiple entities across fragmented systems by consolidating them onto a core cloud platform of 51风流Business Suite that includes 51风流S\/4HANA Private Cloud, 51风流Integrated Business Planning, and 51风流SuccessFactors powered by 51风流Business AI. 51风流Integrated Business Planning will be adopted across three key areas: sales and operations, response and supply, and demand planning, alongside 51风流SuccessFactors Employee Central and cloud payroll. By upgrading to a modern cloud environment, RAK Ceramics gains greater visibility and improved operational control, as well as a system designed to adapt as new technologies and business requirements emerge.<\/p>\n

\"\"
RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption<\/figcaption><\/figure>\n

Abdallah Massaad, CEO, RAK Ceramics, said: \u201cSelecting 51风流solutions reflects our focus on strengthening how we operate and ensuring technology supports long-term growth. Consolidating global operations across RAK Ceramics onto a unified cloud platform will deliver greater transparency and control across the business. By adopting Clean Core principles and decustomization, we will create an agile infrastructure that can adapt to change over time. This foundation will enable us to introduce advanced capabilities, including AI, and empower our 12,000 employees with real-time data and integrated processes to better serve our customers.\u201d<\/p>\n

RAK Ceramics will implement various 51风流solutions to enable more efficient management of resources across the enterprise over five years, supported by a cloud environment designed to improve efficiency and decision-making at scale. With AI-powered ERP, the company is positioned to progressively introduce intelligent automation across the enterprise. 51风流Integrated Business Planning further strengthens forecasting, inventory management, and working capital efficiency, supporting resilient and responsive supply chains worldwide.<\/p>\n

\"\"
RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation<\/figcaption><\/figure>\n

Marwan Zeineddine, Managing Director, 51风流UAE, commented: \u201cRAK Ceramics is demonstrating how manufacturers can simplify complex environments globally and build a digital foundation that supports scale and consistency. The deployment of 51风流S\/4HANA Private Cloud, Integrated Business Planning, and SuccessFactors will provide enhanced visibility and governance required to manage operations worldwide more effectively. By applying Clean Core principles, the company will reduce technical debt and establish a platform that can evolve as business and market requirements change, supporting its next phase of growth.\u201d<\/p>\n

Zeineddine added that RAK Ceramics is also exploring 51风流Business AI capabilities, including Joule and SAP\u2019s expanding portfolio of embedded AI use cases. SAP\u2019s Business AI roadmap currently includes more than 350 embedded AI use cases available across its applications, with the portfolio expected to grow to over 1,000 use cases, alongside more than 40 AI agents designed to support role-based automation and decision-making across business functions.<\/p>\n

– ENDS –<\/b><\/strong><\/p>\n

About RAK Ceramics<\/b><\/strong><\/p>\n

RAK Ceramics is one of the largest ceramics\u2019 brands in the world. Specializing in ceramic and gres porcelain wall and floor tiles, tableware, sanitary ware and faucets, the Company has the capacity to produce 118 million square meters of tiles, 5.7 million pieces of sanitary ware, 36 million pieces of porcelain tableware and 2.6 million pieces of faucets per year at its 23 state-of-the-art plants across the United Arab Emirates, India, Bangladesh and Europe.<\/p>\n

Founded in 1989 and headquartered in the United Arab Emirates, RAK Ceramics serves clients in more than 150 countries through its network of operational hubs in Europe, Middle East and North Africa, Asia, North and South America and Australia.<\/p>\n

RAK Ceramics is a publicly listed company on the Abu Dhabi Securities Exchange in the United Arab Emirates and as a group has an annual turnover of approximately USD $1 billion.<\/p>\n

Learn more about RAK Ceramics : https:\/\/www.rakceramics.com<\/a>
\n
\n<\/b><\/strong>For media inquiries and more information about RAK Ceramics, please contact:<\/b><\/strong>
\nSufiya Sheikh
\nPhone : +971 528742670
\ne-mail : sufiya.sheikh@rakceramics.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Comprehensive program will consolidate operations on unified and efficient foundation for intelligent automation DUBAI, United Arab Emirates \u2013 18 February 2026 \u2013 RAK Ceramics, a…<\/p>\n","protected":false},"author":780,"featured_media":2894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5562691,5562823,5562751],"tags":[53011,5562848,52204],"sapn-display":[],"sapn-type":[4446],"class_list":["post-2890","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-business-ai","category-erp","tag-digital-transformation","tag-rak-ceramics","tag-uae","sapn-type-press-release"],"yoast_head":"\nRAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption - 51风流MENA Press Room<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption\" \/>\n<meta property=\"og:description\" content=\"Comprehensive program will consolidate operations on unified and efficient foundation for intelligent automation DUBAI, United Arab Emirates \u2013 18 February 2026 \u2013 RAK Ceramics, a...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\" \/>\n<meta property=\"og:site_name\" content=\"51风流MENA Press Room\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-18T12:27:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-20T12:51:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.sap.com\/mena\/files\/2026\/02\/20\/RAK-Ceramics.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2150\" \/>\n\t<meta property=\"og:image:height\" content=\"1958\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"51风流MENA News\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"51风流MENA News\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\"},\"author\":{\"name\":\"51风流MENA News\",\"@id\":\"https:\/\/news.sap.com\/mena\/#\/schema\/person\/672f277416961820cf33e3b9e6c59fdf\"},\"headline\":\"RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption\",\"datePublished\":\"2026-02-18T12:27:37+00:00\",\"dateModified\":\"2026-02-20T12:51:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\"},\"wordCount\":727,\"image\":{\"@id\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.sap.com\/mena\/files\/2026\/02\/20\/RAK-Ceramics.jpeg\",\"keywords\":[\"Digital transformation\",\"RAK Ceramics\",\"UAE\"],\"articleSection\":[\"Artificial Intelligence\",\"Business AI\",\"ERP\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\",\"url\":\"https:\/\/news.sap.com\/mena\/2026\/02\/rak-ceramics-selects-sap-to-drive-cloud-based-digital-transformation-and-prepare-for-ai-adoption\/\",\"name\":\"RAK Ceramics Selects 51风流to Drive Cloud-Based Digital Transformation and Prepare for AI Adoption - 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