Red Sea Global Becomes First in Region to Deploy SAP’s AI-Powered Copilot Joule in HR Operations
Red Sea Global (RSG), the pioneering Saudi developer behind some of the Kingdom’s most ambitious tourism and development projects, has successfully deployed SAP’s AI-powered copilot, Joule, across its human capital management (HCM) functions. The achievement marks a milestone in RSG’s digital transformation journey and positions the company as the first organization in the Middle East and Africa – North region to implement Joule AI for HR.
The implementation was celebrated at a special ceremony in Riyadh, highlighting the strategic collaboration between Red Sea Global and global tech leader SAP. The initial rollout covers core HR processes within RSG and several of its subsidiaries, with plans for a full-scale deployment to reach approximately 10,500 employees.
Joule, embedded in SAP SuccessFactors, leverages natural language processing to help HR professionals execute complex tasks with simple prompts. In its current phase, Joule supports three key use cases:
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Automated job description creation
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Intelligent candidate screening
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Streamlined performance management
These applications are already enabling RSG's HR teams to shift focus from repetitive administrative work to strategic talent development, in line with the company's growth plans and Saudi Arabia’s Vision 2030.
Sultan Moraished, Group Head of Technology & Corporate Excellence at Red Sea Global, commented:
“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.”
The integration of Joule is part of a broader plan to embed Business AI throughout RSG’s operations. Future phases will extend Joule’s capabilities to SAP ERP, digital procurement, and spend management systems, advancing enterprise productivity and decision-making efficiency.
Mohammed Alromaizan, Vice President of SAP Saudi Arabia, 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’s collaboration with SAP began in 2021 and is central to the organization’s cloud-first technology strategy. The company’s digital infrastructure also includes SAP Ariba, SAP Supply Chain Management, SAP Business Technology Platform (BTP), and SAP S/4HANA Cloud, all aimed at driving sustainable development, operational excellence, and long-term growth.
The partnership between RSG and SAP continues to set benchmarks for digital innovation in the region, reflecting a shared commitment to future-ready solutions and national development goals.
