• Successful deployment of Joule AI across HR functionscelebrated at ceremony in Riyadh
RIYADH, Saudi Arabia — 31 July 2025 —Global technology company SAP 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 SAP across core business operations.
The developerwas 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 andwill 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 SAP 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 SAP 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 SAP 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, SAP 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 SAP since 2021 as part of a broader technology transformation aligned with Saudi Arabia’s Vision 2030. Its digital ecosystem includes SAP SuccessFactors, SAP Ariba, SAP Supply Chain Management, SAP BTP and SAP 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, SAP 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
– Ends –
About SAP
As a global leader in enterprise applications and business AI, SAP (NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit http://www.sap.com.
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.
For more information, press only:
Husain Al Tamimi, SAP +971 4 440 7341, husain.tamimi@sap.com
Claire McPeak, SAP, +971 50 554 1302, c.mcpeak@sap.com
Michelle Oribello, Wallis, +971 56 783 3877, sap@wallispr.com
SAP Press Room; press@sap.com
Arab News 24/7 