RLC Global Forum Highlights AI’s Growing Role in Saudi Retail Transformation
The Saudi retail transformation is accelerating as artificial intelligence and digital innovation reshape how businesses serve customers, industry leaders said during the RLC Global Forum in Riyadh.
Speaking at the two-day event, retail executives emphasized that technology is now central to improving customer experience, streamlining operations, and meeting the expectations of younger, digitally connected shoppers. The forum brought together more than 2,000 leaders, policymakers, and innovators from over 40 countries under the theme “Growth Crossroads,” focusing on the future of retail, consumer markets, and lifestyle industries.
Majid Al-Gothmi, acting CEO of Red Malls, said the Saudi retail transformation under Vision 2030 is driving significant change across the sector. He explained that artificial intelligence and data-driven tools are helping companies better understand customer behavior and tailor services to evolving preferences.
According to Al-Gothmi, Generation Z now represents a major share of retail consumers, with a large portion preferring online shopping. To stay competitive, malls and retail spaces are integrating digital features with physical environments to create seamless, technology-enabled shopping experiences.
He described the RLC Global Forum as a key platform where developers, retailers, brands, and policymakers can exchange ideas and solutions, helping the industry adapt more quickly to rapid change.
Luxury brands are also benefiting from the Saudi retail transformation, said Stefania Lazzaroni, CEO of the Altagamma Foundation, which represents Italian luxury companies. She noted rising demand in the Kingdom for high-end hospitality, fine dining, wellness, and beauty experiences.
Lazzaroni highlighted artificial intelligence as an important tool for luxury brands, particularly in combating counterfeiting and understanding highly specific customer preferences. She added that digital platforms and social media play a major role in reaching younger audiences, especially Gen Z consumers who are shaping future luxury trends.
Meanwhile, Abdel-Salam Bdeir, CEO of the Saudi Co. for Hardware, said AI is increasingly being used in retail operations, including demand forecasting, inventory management, pricing strategies, and targeted marketing. He explained that smart technologies are also improving in-store security and customer engagement.
However, Bdeir warned that rapid technological change and the entry of major international platforms could present challenges for local markets, including job displacement and economic pressure. He stressed the importance of balanced regulations that protect consumers, local employment, and national economic interests while still encouraging innovation.
The RLC Global Forum underscored how the Saudi retail transformation is moving beyond traditional shopping models, with technology, youth-driven trends, and global partnerships shaping the next phase of growth in the Kingdom’s retail sector.
