Red Sea Global Leads Middle East in Deploying SAP’s Joule AI for HR
Riyadh, Saudi Arabia — 31 July 2025 — Red Sea Global (RSG), a major Saudi real estate developer, has become the first organization in the Middle East and Africa – North region to implement SAP’s AI-powered copilot, Joule, across its human capital management (HCM) functions. This rollout marks a key milestone in RSG’s ongoing digital transformation and partnership with SAP.
The initial phase of Joule’s deployment covers HR activities within RSG’s core business units and some subsidiaries, impacting approximately 10,500 employees. Key areas of focus include job description creation, candidate screening, and performance management, helping HR teams streamline everyday tasks.
How Joule AI Supports HR Teams
Joule operates inside SAP SuccessFactors, enabling HR professionals to handle complex processes using natural language prompts. This simplifies routine workflows, boosts consistency, and accelerates decision-making. By automating repetitive tasks, HR staff can dedicate more time to strategic priorities like talent development and workforce alignment.
RSG plans to expand Joule’s capabilities beyond HR into other SAP systems, such as ERP and digital spend/procurement. This broader use of AI aims to improve productivity and operational insight throughout the company.
Voices from the Leaders
Sultan Moraished, Group Head of Technology & Corporate Excellence at RSG, said: “Being the first in the region to adopt SAP Joule for HR shows our commitment to innovation. Joule AI helps our HR teams focus on high-value projects by reducing repetitive work. This technology supports our goal of developing talent and advancing Saudi Arabia’s Vision 2030.”
Mohammed Alromaizan, Vice President of SAP KSA, added: “RSG is setting an example by applying Business AI to improve real operations. The success of Joule in HR demonstrates AI’s role in increasing efficiency, empowering teams, and supporting strategic objectives aligned with Vision 2030.”
RSG’s Digital Ecosystem
Since 2021, RSG has partnered with SAP in a technology transformation aligned with Saudi Arabia’s Vision 2030. Its digital platform includes SAP SuccessFactors, SAP Ariba, SAP Supply Chain Management, SAP BTP, and SAP S/4HANA Cloud. This cloud-based foundation supports sustainable development, operational excellence, and long-term growth.
About Red Sea Global
Red Sea Global is a vertically integrated real estate developer with projects spanning tourism, residential, infrastructure, healthcare, and services. Its portfolio includes luxury regenerative tourism destinations such as The Red Sea, AMAALA, and Thuwal Private Retreat. RSG also manages upgrades at Al Wajh Airport, including a new international terminal.
As a Public Investment Fund (PIF) company, RSG plays a vital role in Saudi Arabia’s economic diversification. The group focuses on responsible development that benefits communities, drives economic growth, and protects the environment.
Why HR Professionals Should Take Note
- Joule AI helps automate time-consuming HR tasks like writing job descriptions and screening candidates.
- It improves decision-making speed and consistency, freeing HR teams to focus on strategic initiatives.
- Integration with SAP SuccessFactors means seamless workflow improvements within existing HR systems.
- Expanding AI use beyond HR to procurement and ERP signals a holistic approach to digital efficiency.
For HR professionals exploring AI-driven tools, SAP Joule’s deployment at RSG offers practical insight into how AI can enhance core HR functions. Learning to leverage such AI tools can boost your team’s productivity and impact.
To explore AI opportunities in HR and related fields, consider browsing Complete AI Training’s automation courses or AI tools for copywriting and communication.
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