TLDR: A comprehensive global study by KPMG and the University of Melbourne for 2025 highlights Saudi Arabia’s leading position in artificial intelligence. The Kingdom demonstrates high levels of AI optimism, significant investment, and widespread adoption, with 94% of Saudis using AI for work, study, or personal use. Public trust is also notable, as 62% are willing to trust AI systems, and 84% approve of its use. The study also indicates a strong public desire for AI regulation, with 60% of respondents advocating for a comprehensive regulatory approach.
Riyadh, Saudi Arabia – A groundbreaking global study for 2025, conducted by KPMG in collaboration with the University of Melbourne, has positioned Saudi Arabia at the forefront of artificial intelligence optimism, investment, and adoption. The extensive research, which surveyed over 48,000 individuals across 47 countries between November 2024 and mid-January 2025, underscores the Kingdom’s proactive stance in integrating AI into various facets of society and the economy.
The study reveals a remarkably high level of AI literacy and engagement within Saudi Arabia, with a staggering 94% of the population utilizing AI for professional, academic, or personal purposes. This widespread adoption is complemented by a low reported rate of limited AI knowledge, standing at just 30%. Such figures highlight the ease of access and application of AI systems, particularly general-purpose generative AI tools, which distinguishes AI from many other advanced technologies that often face higher barriers to entry.
Public sentiment towards AI in Saudi Arabia is overwhelmingly positive. The study found that 62% of individuals are willing to place their trust in AI systems, and an even higher 84% express acceptance or approval of AI technologies. This optimism is further reflected in the perception of AI’s overall impact, with 55% of respondents believing that the benefits of AI outweigh its potential risks, compared to only 21% who hold the opposite view.
Despite the high levels of trust and adoption, there is a clear call for robust governance. A significant 60% of people in Saudi Arabia expect a comprehensive regulatory approach to AI. Robert Ptaszynski, Head of Digital and Innovation at KPMG Middle East, commented on this trend, stating, “Saudi Arabia is leading the way in AI use and trust, but calls for smarter regulations are growing.” This sentiment is echoed by Mazhar Hussain, Head of Digital Lighthouse at KPMG in Saudi Arabia, who noted, “People have more trust in the technical ability of AI systems to provide a helpful service but are more skeptical of its safety, security and impact on people. While most people use AI tools, many people have reservations about the trustworthiness of AI systems and their use in society.”
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KPMG emphasizes that for organizations to fully harness AI’s potential and gain a competitive edge, four critical areas require leadership focus: transformational leadership, enhancing trust, boosting AI literacy, and strengthening governance. By addressing these pillars decisively, organizations can not only mitigate emerging risks but also foster sustainable innovation and growth, aligning with the rising public expectations for strong AI regulation and governance.
