UAE, Saudi Arabia Lead Europe in Generative AI Adoption at 58%
▼ Summary
– Consumers in the UAE and Saudi Arabia are rapidly adopting digital technology, with 58% having used generative AI tools like ChatGPT or Google Gemini.
– Social commerce is growing significantly, as 73% of consumers in these countries made a purchase through social media in the past year.
– Data privacy remains a key concern, especially for infrequent AI users, with one in four citing it as their top barrier to adoption.
– Smartphones are the primary digital device in the region, used daily by 96% of consumers, and 89% plan to buy a new connected device soon.
– Social media has become the main news source for 56% of consumers, surpassing traditional outlets, though concerns about misinformation are rising.
The United Arab Emirates and Saudi Arabia are demonstrating remarkable leadership in generative AI adoption, with a striking 58% of consumers actively using tools like ChatGPT and Google Gemini. This figure significantly outpaces engagement levels seen across the United Kingdom and broader European markets, highlighting the region’s enthusiastic embrace of cutting-edge digital innovation. A new report from Deloitte underscores how consumers in these Gulf nations are not only adopting AI but are also deeply immersed in mobile-first lifestyles and social commerce, reshaping the digital landscape.
According to the Digital Consumer Trends 2025 study, which surveyed 2,000 individuals aged 18 to 50, more than half of generative AI users interact with these platforms on a weekly or even daily basis. Applications span personal, educational, and professional uses, reflecting the technology’s integration into daily life. Still, a notable 20% of those surveyed remain unfamiliar with AI, indicating there is still room for awareness and growth.
Data privacy concerns represent a significant barrier to broader adoption, especially among infrequent users. One in four respondents identified privacy as their primary hesitation, signaling that trust remains a crucial factor for technology providers and policymakers to address. As digital reliance grows, so does public wariness about how personal information is handled and protected.
Smartphones continue to dominate as the preferred digital device, with 96% of consumers using them daily. An impressive 89% of respondents in the UAE and Saudi Arabia plan to acquire a new connected device within the next year, with smartphones, smartwatches, and laptops topping shopping lists. While smart home technology adoption lags behind Western markets, interest in connected living is clearly on the rise.
Social media has fundamentally altered how people consume news and make purchases. A full 56% of those surveyed now turn to social platforms for current events, far surpassing traditional television news (30%) or dedicated news websites (22%). This shift brings its own challenges: nearly half of UAE consumers report encountering misinformation more frequently than a year ago.
Perhaps one of the most telling trends is the surge in social commerce. Seventy-three percent of consumers made at least one purchase through social media in the past year, influenced heavily by recommendations from influencers and affiliate marketing. This underscores the growing power of digital personalities and community-driven shopping experiences.
Video streaming services also saw high subscription rates, though cost sensitivity is leading to increased cancellations. About one-fifth of users ended subscriptions due to price, while nearly half were affected by recent crackdowns on password sharing. These patterns suggest that while demand for digital content is strong, affordability and access models remain delicate balancing acts for service providers.
Emmanuel Durou, Technology, Media and Telecommunications Leader at Deloitte Middle East, noted that these trends reflect not only a tech-savvy population but also substantial investments in digital infrastructure. He emphasized that businesses must innovate responsibly, prioritizing user trust even as they leverage new tools for customer engagement.
(Source: Economy Middle East)
