Artefact announces a strategic partnership with Riyadh Air, Saudi Arabia’s premier digitally native airline.

This collaboration is poised to reshape the aviation industry through innovative AI applications, leveraging cutting-edge cloud and AI technologies.


At the heart of this partnership is a commitment to enhancing the guest experience and optimizing operational efficiency. By deploying AI solutions across Riyadh Air’s main business and corporate functions, it aims to hyper-personalize guest experiences, elevate guest services through intelligent channels, and optimize flight and ground operations using real-time data insights and predictions. Additionally, this partnership will facilitate the launch of tailored offerings for both Air and non-Air products through highly efficient and targeted sales channels.

What you need to know about the latest developments in the Kingdom’s travel and tourism sector

Recently, the Ministry of Tourism in Saudi Arabia unveiled promising statistics, signaling a notable surge in the tourism sector and outlining its bright prospects. Highlighting key figures, the Kingdom witnessed a significant rise in visitors, both domestic and international, in 2023. Impressively, the total number of tourists surpassed 100 million, reflecting a substantial growth in visits from international travelers.

Looking ahead, Saudi Arabia has set ambitious targets as part of its new tourism strategy, aiming to attract a staggering 150 million tourists by the year 2030. This projection underscores a balanced approach, foreseeing 80 million domestic tourists and 70 million international visitors contributing to the sector’s expansion. Notably, total spending in the tourism sector reached SAR100 billion ($26.67 billion) in 2023, underscoring the economic significance of this industry.

Aiming to foster further growth and enhance the tourism landscape, the Kingdom has embarked on a comprehensive strategy. This strategy encompasses diverse initiatives aimed at strengthening various aspects of the sector. Measures include ensuring seamless connectivity among Saudi cities, facilitating airlines in establishing new routes within the country, launching new airports, and undertaking substantial investments in the development of novel destinations. With an estimated $800 billion earmarked for investments in new tourist destinations across the Kingdom, Saudi Arabia is poised to emerge as a premier global tourism hub, offering a diverse range of enriching experiences for travelers from around the world.

“Our partnership with Riyadh Air marks a significant milestone in our commitment to pioneering AI solutions tailored to the unique needs of the aviation industry. By combining Riyadh Air’s forward-thinking approach with Artefact’s expertise in data and AI solutions, we’re poised to set new standards for innovation in the airline sector.”
Rahul Arya, CEO and Managing Partner of Artefact MENA
“Our partnership with Artefact signifies Riyadh Air’s dedication to leveraging cutting edge technologies to enhance guest experiences at every stage and every moment of their journey. This partnership with Artefact builds upon our recent collaborations with leaders in the aviation industry. Through AI integration, we aim to redefine travel standards, offering personalised, seamless digital-first experience to our guests ahead of our maiden flight in 2025.”
Abe Dev, Vice President Digital & Innovation at Riyadh Air
“This partnership reinforces our AI global centre of excellence for the travel and tourism industry and is in line with Vision 2030’s objective to accelerate this industry in the Kingdom. Collaborating with Riyadh Air, we aim to elevate guest experiences in Saudi Arabia to unprecedented standards, setting a benchmark for global aviation.”
Oussama Ahmad, Managing Partner Data & AI and Global Lead of Travel & Tourism

Set to make its maiden flight in 2025, Riyadh Air is poised to redefine air travel, setting new industry standards and connecting the Kingdom to over 100 destinations worldwide. This initiative aligns seamlessly with the goals of both the National Aviation Strategy and National Tourism Strategy, further cementing Saudi Arabia’s position as a global hub for travel and tourism.

About Artefact

Artefact is a leading global consulting company dedicated to accelerating the adoption of data and AI to positively impact people and organizations. We specialize in data transformation and data marketing to drive tangible business results across the entire enterprise value chain.
Artefact offers the most comprehensive set of data-driven solutions per industry, built on deep data science and cutting-edge AI technologies, delivering AI projects at scale in all industry sectors. From strategy to operations, we offer an end-to-end approach and solutions: data strategy, data quality and governance, data platforms, AI Factory, data-driven customer experience and marketing ROI.
Our 1500+ employees operate in 21 countries (Europe, Asia, Americas, Middle East, Africa) and we partner with 1000 clients, including some of the world’s top 300 brands such as Samsung, L’Oréal and Sanofi.

About Riyadh Air

Riyadh Air is a world-class airline owned by the Public Investment Fund (PIF). Launched in March 2023, the airline will be a digitally-led, full-service airline that adopts the best global sustainability and safety practices across its advanced fleet of aircraft. Riyadh Air will equip its aircraft with the most advanced, state-of-the-art features with innovative, best-in-class cabin interiors and experiences, including next generation digital in-flight entertainment systems and connectivity solutions. Riyadh Air will connect guests to over 100 destinations around the world by 2030 through offering an exceptional guest experience with an authentic, warm Saudi hospitality at its heart.

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