The Saudi Arabia Tourism Authority has unveiled SARA, a revolutionary artificial intelligence (AI) digital human, to promote and facilitate tourism in the Kingdom. This cutting-edge innovation serves as a multifaceted ambassador, offering personalized guidance and assistance to travelers.
SARA is touted as the industry’s first digital human travel companion specifically designed for a national tourism board, setting a new benchmark. By leveraging AI technology, SARA provides tailored recommendations and seamless support, enhancing the overall tourist experience in Saudi Arabia.
At the World Travel Market (WTM) in London, Saudi Arabia’s Tourism Authority unveiled SARA’s beta version at the Saudi Pavilion, giving visitors a sneak peek into the future of travel technology.
Leveraging cutting-edge generative AI, SARA embodies Saudi’s pioneering tourism strategy. This innovative platform delivers immersive, interactive content, fostering deeper understanding and engagement among tourists, and redefining the travel experience.
SARA elevates the interactive experience, surpassing basic AI chatbots with advanced capabilities in intent recognition, contextual understanding, and adaptive learning. This enables her to provide personalized and informative responses.
Portrayed as a young Saudi national, SARA embodies the warm hospitality and curiosity inherent to Saudi culture. With a deep passion for her homeland, she has extensively explored its hidden gems, from AlUla’s ancient ruins to Jeddah’s bustling markets.
SARA was crafted with human-centered design principles, blending cultural immersion and user feedback to create an inclusive experience for diverse audiences. This approach captures the authentic essence of Saudi life.
This innovative project aligns with the Saudi Tourism Authority’s vision to revolutionize digital tourism. By harnessing cutting-edge AI technology, they aim to attract global visitors and elevate travel experiences.
Artificial Intelligence is revolutionizing the public and private sectors across the Middle East and North Africa (MENA), with the region positioning itself as a global leader in AI innovation. According to the Economist Impact Report “The Future of AI in the Mena region“, AI is expected to contribute $320 billion to the region’s economy by 2030, growing at an annual rate of up to 34%. Leading the charge are the UAE and Saudi Arabia, which have launched ambitious national AI strategies.
Saudi Arabia alone has committed $40 billion to AI-driven initiatives, underscoring its Vision 2030 ambitions to diversify its economy. Similarly, Qatar has unveiled AI incentives totaling $2.47 billion, aiming to bolster its tech ecosystem. These investments reflect a regional trend of integrating AI across key industries, from finance to tourism, as MENA countries seek to harness AI’s transformative potential to drive economic growth and innovation.
Last week, Google launched its largest AI initiative in the MENA region, the AI Opportunity Initiative. This ambitious project aims to equip the region with critical AI skills, provide research funding, and offer access to valuable AI products. Google.org, the company’s philanthropic arm, has committed $15 million in funding over the next five years (until 2027) to support organizations across the region. The initiative is designed to ensure that the economic and technological opportunities generated by AI benefit everyone, promoting inclusive growth and innovation.
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