Noha Gad

Commerce worldwide is entering a new era where artificial intelligence (AI) agents not only assist but also act. Agentic commerce represents a fundamental shift from manual clicks to autonomous, goal-driven systems that can reason, plan, and transact on behalf of users. Unlike traditional automation, AI agents operate through a complete cognitive cycle: possessing goals, memory, and specific instructions, offering enormous potential for companies to transform their operations as never before. Agentic AI represents a sophisticated framework with tools and protocols that enable intelligent systems to interact seamlessly with other systems, agents, and humans. 

In Saudi Arabia, the e-commerce sector is booming. According to recent figures by the Saudi Central Bank (SAMA), online spending via Mada cards surged to SAR 90.9 billion in the fourth quarter (Q4) of 2025. This growth is driven by a young, tech- savvy population and extensive Internet access. In recent years, the retail experience has been transformed by the move from cash to digital payments. The emergence of agentic commerce in Saudi Arabia will bring an era of hyper-personalized, automated shopping experience, where AI agents can anticipate needs, show the best choices, restock essentials, and manage purchases in real time.

“Agentic commerce could be highly rewarding for retailers ready to seize its opportunities and efficiencies. Merchants that act now will put themselves in a strong position to prosper,” said Rob Cameron, Global Head of Visa Acceptance Solutions. In his recent article, Cameron highlighted the Kingdom’s efforts to embrace new shopping ways. In 2024, non-cash retail transactions in the Kingdom reached 79%, surpassing Vision 2030’s target of 70%. He emphasized that Saudi residents are likely adopt agentic commerce with the same enthusiasm, highlighting that the challenge for merchants will not just be to deliver the goods, but to do so in ways that keep both human and silicon shoppers coming back.

How it works

Saudi Arabia views agentic AI as a booster for the national economy, as SDAIA’s ALLaM model and HUMAIN localizing tech for different industries, notably e-commerce. Agentic commerce in the Kingdom centers on AI agents autonomously managing shopping, payments, and supply chains, triggered by Vision 2030's digital economy goals and high non-cash transaction rates. AI agents execute full shopping journeys, from need anticipation and deal negotiation to payments, shifting from shopper-led to agent-led processes with human oversight at key points such as approvals. For merchants, those agents enable hyper-personalization, restocking, fraud detection, and back-office tasks, such as invoicing, ultimately bolstering customer engagement via chatbots and recommendations. 

Saudi Arabia is an ideal proving ground for agent-driven cross-border commerce, thanks to a combination of national payment strategies, digital infrastructure readiness, and regulatory ambition, represented in fintech sandboxes. 

Unlike traditional e-commerce, where shoppers manually execute every step, agentic commerce transforms the shopping process into agent-led execution, where AI agents handle tasks autonomously on the user's behalf, according to predefined instructions, only waiting for human approvals on final steps like payment or substitutions. Additionally, agentic systems elevate AI to proactive autonomy, using shopper constraints to add items to carts, negotiate deals, or resolve issues, such as out-of-stock swaps, adapting in real-time via APIs. 

Agentic commerce could be highly rewarding for Saudi retailers across several key areas:

• Double revenue and conversion growth. AI agents can boost cart conversions and reduce cancellations through proactive interventions like real-time guidance and deal negotiations.
• Enhance operational efficiency. By automating inventory management, dynamic pricing, and catalog updates, AI agents minimize manual effort and enable real-time decisions, ultimately cutting inventory costs.
• Improve customer experience. Hyper-personalization at scale fosters loyalty by anticipating needs, guiding multi-channel journeys, and handling post-purchase support, shortening decision cycles.
• Prevent fraud and reduce risks. Real-time fraud detection via agent verification and cryptographic checks secures payments, while backend agents manage settlements.

Challenges and Concerns

The path to implementing agentic commerce in Saudi Arabia presents distinct challenges that must be carefully addressed for successful adoption:

• Regulatory and compliance hurdles. Retailers face challenges in encoding SAMA and Zakat, Tax and Customs Authority (ZATCA) regulations into AI agents to ensure autonomous transactions comply with local payment rules, such as Mada authentication, without human intervention. Data sovereignty demands under SDAIA guidelines require agents to process Arabic data locally, complicating cross-border remittances flow; thus, merchants must adapt application programming interface (APIs) for agentic access, as traditional sites risk invisibility to AI shoppers scanning for real-time pricing and stock.
• Technical integration and adoption barriers. Legacy systems hinder agent integration, with many Saudi small and medium-sized enterprises (SMEs) lacking open APIs for dynamic pricing or inventory. Additionally, reskilling the human workforce could be a major challenge for merchants transitioning from manual e-commerce to overseeing autonomous systems. 
• Consumer trust. Successful adoption of agentic commerce in Saudi Arabia hinges on overcoming key barriers to consumer trust, which stem from privacy risks, accountability gaps, and a lack of transparency. These issues require specific, proactive mitigations.
• Privacy concerns. Autonomous agents require extensive user data, raising fears about compliance with the SDAIA's Personal Data Protection Law and general data security.
• Accountability gaps. Errors in agent-led transactions create ambiguity over liability, demanding updates to frameworks to address non-human actors.
• Transparency and bias. A lack of clarity in AI decisions, coupled with risks of cultural bias in Arabic-language models, fails to meet the expectations of mobile-savvy Saudi consumers accustomed to manual control.

The question is not whether agentic commerce will arrive in Saudi Arabia, but whether it will become the defining force of the Kingdom's next economic chapter. The foundations are certainly strong: a booming digital payments infrastructure, a strategic national vision actively promoting technological adoption, and a young, mobile-first population eager for innovation. The potential rewards for Saudi retailers are transformative, enabling doubled conversion rates, streamlined operations, and an unprecedented hyper-personalized customer experience that builds lasting loyalty. 

The future of agentic commerce in Saudi Arabia hinges on navigating critical challenges: regulatory integration, technical interoperability, and, above all, building robust consumer trust.

Ultimately, the trajectory of agentic commerce in the Kingdom will be decided by a strategic collaboration between retailers, regulators, and technologists to build an agentic future that is not only efficient and profitable but also secure, trustworthy, and authentically aligned with Saudi consumer values. 

Ghada Ismail

In startup fundraising, cash is important, but momentum is everything. That’s why the first serious “yes” in a funding round tends to carry a significant weight. This is the investor everyone talks about, references in meetings, and quietly relies on to unlock the rest of the round. That investor is known as the ‘Anchor’.

An anchor investor is usually the first major backer to commit money to a round. But their role goes far beyond the size of their check. By stepping in early, they help shape how the round is perceived, how fast it moves, and how confident other investors feel jumping in. In many cases, their commitment is the moment a fundraising round shifts from theoretical to real.

What an Anchor Investor Actually Does

It’s easy to assume the anchor investor is simply whoever wires money first. In reality, they often play a much more active role. Anchors frequently help set expectations around valuation, influence how the round is structured, and sometimes even guide early governance decisions.

Once a credible anchor is on board, conversations with other investors tend to change overnight. Instead of asking whether the startup is worth backing, they start asking how much room is left in the round—and how quickly they need to move.

Why Anchor Investors Matter to Startups

Fundraising isn’t just about numbers on a spreadsheet. It’s about confidence. For early-stage startups, an anchor investor provides validation at a time when there may not yet be enough data, revenue, or scale to speak for itself.

That early vote of confidence can shorten fundraising cycles, reduce back-and-forth, and give founders more leverage at the table. Just as importantly, it saves time, allowing founders to focus on building rather than endlessly pitching.

And the value doesn’t stop at capital. Strong anchor investors often help founders sharpen their story, challenge assumptions, and make key introductions. Over time, many become trusted partners rather than distant names on a cap table.

What Anchor Investors Look For

Because anchor investors move first, they also take on more risk. That’s why they tend to be selective. At early stages, they’re often betting less on perfect metrics and more on the people behind the company. A capable founding team, a real problem worth solving, early signs of traction, and a believable growth story usually matter more than polished dashboards.

Equally important is alignment. Anchor investors want to believe in where the company is headed and feel comfortable backing that vision, not just now, but over multiple rounds.

Is an Anchor Investor Always Necessary?

Not every startup needs an anchor investor to raise capital. Some early rounds come together through angels, friends of the founders, or small checks that add up organically. But as rounds get bigger—particularly at Seed and Series A—having an anchor becomes increasingly helpful.

For founders, the key lesson is simple: an anchor investor isn’t about prestige or name-dropping. It’s about trust. The right anchor doesn’t just help you close a round, but helps create the momentum that carries your startup forward.

Noha Gad

Investment is a fundamental pillar of wealth building that enables people to grow their money far beyond the limits of standard savings. Amid today’s economic uncertainties, smart investors seek strategies that balance risk and reward. This approach not only preserves capital but also positions portfolios for sustainable long-term gains.

Hybrid funds emerge as a compelling solution within this landscape, combining the growth potential of equities with the stability of debt instruments. Unlike pure equity funds that ride market highs and lows or debt funds focused solely on steady income, hybrid funds offer a diversified mix of stocks, bonds, or other fixed-income assets. This combination aims to deliver moderate returns while cushioning against volatility.

Professionally managed within the mutual fund framework, these funds dynamically adjust allocations based on market conditions, such as shifting toward debt during downturns or equities in bull markets. 

What are hybrid funds?

A hybrid fund is an investment fund that diversifies among multiple asset classes, such as stocks and bonds, to provide a balanced risk and return profile. These funds aim to deliver a diversified portfolio through a single investment, making them accessible and appealing to many investors. They may also be known as asset allocation funds.

It often attracts investors who are interested in spreading risk across different asset types while maintaining efficiency. Common variants include balanced funds and target-date funds, each designed with specific investment goals and strategies.

Balanced funds are made up of both stocks and bonds, expressed as a fixed percentage. The investment objective is to achieve a mixture of growth and income. They usually attract investors with low risk tolerance who are looking for a mixture of safety, income, and modest capital appreciation.

Target-date funds, also known as lifecycle funds, invest in multiple asset classes for diversification. They differ from standard hybrid funds in that they start with riskier investments for growth potential and gradually shift to more conservative options. Portfolio managers use the set time frame to plan investments based on a long-term strategy. This strategy relies on riskier stocks in the early years, moving gradually toward fixed-income investments like bonds in later years.

Reasons to invest in hybrid mutual funds

Hybrid mutual funds offer a balanced approach by mixing equities and debt. Key benefits include:

       - Asset diversification: Spreading investments between volatile stocks and stable bonds minimizes overall portfolio risk. This built-in balance suits investors wary of pure equity swings, providing smoother performance over market cycles in some regions.

       - Professional management: Fund managers adjust allocations dynamically to market shifts. This expertise eliminates the need for individual asset selection, making it ideal for busy professionals focused on long-term goals

       - Accessibility for beginners: Low minimums via systematic investment plans (SIPs) allow easy entry without large upfront capital. This democratizes diversified investing, enabling young savers to build habits early through automated contributions tied to apps popular in the region's digital finance ecosystem.

Despite their appeal, hybrid funds can have different challenges, notably:

       - Market sensitivity: The equity component remains exposed to stock market downturns, pulling overall returns lower during broad sell-offs. Even balanced funds experience notable declines during equity corrections

       - Interest rate risk: Rising rates devalue debt holdings, as bond prices inversely correlate with yields, impacting conservative hybrid values.

       - Liquidity limitations: During market stress, funds may impose redemption gates or limits, trapping capital when investors need it most. This contrasts with more liquid individual savings options.

       - Expense ratios: Annual fees gradually reduce compounded returns over time. This highlights the need to compare costs against passive alternatives.

For those seeking a moderated path to long-term financial growth, hybrid funds stand out as a compelling, structured, and resilient option for any well-rounded portfolio. These funds present a strategic middle ground for investors seeking a single, professionally managed vehicle that balances growth and stability. By integrating asset diversification with dynamic management, they offer a pragmatic solution for building wealth over time, particularly for those with moderate risk tolerance and long-term financial goals. While they provide significant advantages, such as built-in asset allocation, accessibility through SIPs, and adaptive management in shifting markets, investors need to consider major challenges.

Noha Gad

Saudi Arabia’s agricultural sector contributed $31.5 billion to the Kingdom's gross domestic product (GDP) in 2024, triggered by rising production and initiatives that strengthened food self-sufficiency. According to recent official data from the Ministry of Environment, Water, and Agriculture, total agricultural and food production exceeded 16 million tons in 2024, reflecting progress toward building resilient, sustainable food systems.

Despite almost 90% of the country being desert, Saudi Arabia is undergoing a remarkable transformation, actively expanding domestic crop production and reducing reliance on imports, cultivating a future where fresh, locally-grown produce is a cornerstone of its economy and food security. This shift is central to the ambitious goals of Saudi Vision 2030, which prioritizes self-sufficiency and economic diversification.

Historically dependent on imports to meet its population's needs, the Kingdom now views its fresh produce sector as a strategic priority. According to figures published by the General Authority for Statistics (GASTAT), total imports of crops in the Kingdom reached 18.7 million in 2024, an increase of 10.8% compared to 2023. Additionally, the cultivated area of open-field vegetables reached 89,700 hectares, with a production volume of 2.7 million tons in 2024, marking an increase of 8.4% compared to 2023. 

Evolving landscape of Saudi fresh produce

The structure of Saudi Arabia's fresh produce market is experiencing a fundamental change, transitioning from a model of heavy import reliance to one of strategic local empowerment. For many years, the majority of fruits and vegetables consumed within the Kingdom were imported from global sources. Guided by the objectives of the National Agriculture Strategy, this sector is shifting as substantial public and private investments target a significant increase in domestic production capacity.

Saudi Arabia is emerging as a surprising leader in advanced agricultural technologies, moving decisively beyond water-intensive practices toward a model defined by precision, control, and data-driven intelligence. From vast, climate-controlled greenhouses to sophisticated vertical farms, the nation is redefining what is possible in desert agriculture. At the heart of this agricultural revolution is the strategic adoption of cutting-edge technologies. Innovations in controlled environments, automation, and water conservation are building a resilient foundation for growth. Crucially, Artificial Intelligence (AI) is now being deployed as the central nervous system of this modern sector, optimizing every aspect from seed to harvest.

Key technologies bolstering the industry

Today, the Saudi fresh produce sector is enabled by various advanced technologies that contribute to creating optimal growing conditions while conserving water resources. These technologies include:

• Controlled Environment Agriculture (CEA). Structures such as high-tech greenhouses and indoor vertical farms use automated systems to precisely manage temperature, humidity, light, and carbon dioxide levels. Within them, advanced irrigation and fertigation systems, such as automated drip networks, deliver water and nutrients directly to plant roots. This method eliminates waste and provides crops with an ideal, consistent climate year-round, independent of the harsh external desert conditions.
• Smart water management. Systems employing sophisticated sensor networks can monitor real-time soil and plant moisture data. Also, advanced wastewater treatment and recycling technologies are becoming standard, ensuring that every drop is used multiple times within a closed-loop system to maximize conservation.
• Automation and Robotics. They play a pivotal role in increasing the scale and precision of farming operations. From automated seeding and planting robots to autonomous drones that scout fields for pests, technology is handling repetitive and labor-intensive tasks. Additionally, post-harvest, automated optical sorters and packing lines use sensors to grade produce by size, color, and quality at high speed.

Main applications of AI in the fresh produce industry

Along with the previously mentioned technologies, AI emerged as the central intelligence that optimizes them all. By processing vast amounts of data from sensors, drones, and satellites, AI algorithms generate actionable insights, moving the sector from reactive management to proactive decision-making. Key applications of AI include:

• Predictive analytics and precision farming. AI models analyze historical climate data, real-time sensor readings, and plant physiology to forecast optimal growing conditions. AI-powered computer vision by drones and cameras captures detailed imagery, which AI software scans to detect early signs of disease, pest infestation, or nutrient deficiencies.
• Smart automation and resource optimization. Machine learning algorithms dynamically adjust irrigation schedules and nutrient delivery in real-time based on plant needs and evaporative demand, achieving unprecedented water and fertilizer efficiency. 
• Supply chain and post-harvest processes. AI can predict market demand fluctuations, helping to align harvest schedules with pricing trends and reduce waste. In packing facilities, AI-powered vision systems perform consistent, high-speed grading and sorting, ensuring only produce meeting strict quality standards proceeds.

Despite significant technological progress, the growth of Saudi Arabia's high-tech fresh produce sector faces different challenges. The initial capital investment required for advanced greenhouses, AI systems, and automation remains substantial, potentially limiting access for smaller-scale farmers. Additionally, the energy demands of controlled environment agriculture, particularly for cooling and lighting, present an ongoing operational cost and sustainability consideration. Success also depends on developing a skilled local workforce with expertise in data science, agronomy, and tech maintenance, requiring continued investment in specialized education and training programs.

Finally, Saudi Arabia’s fresh produce sector reflects a broader national transformation under Vision 2030. By strategically deploying controlled-environment agriculture, precision water management, and intelligent automation, the Kingdom has turned its agricultural challenges into a catalyst for innovation. Harnessing cutting-edge technology and forward-thinking policy will enable the Kingdom to secure its food future while contributing to a more sustainable and innovative model of agriculture.

Ghada Ismail

In Saudi Arabia, where digital adoption is accelerating at record speed and competition across retail, food, fintech, and lifestyle services is intensifying, loyalty is no longer about occasional discounts or plastic cards tucked into a wallet. It is becoming a strategic, data‑driven layer that sits at the heart of how brands engage, retain, and grow their customer base.

Today’s digital loyalty platforms are reshaping the relationship between brands and customers in the Kingdom. Built for mobile-first consumers and powered by real-time data, these platforms move beyond transactional rewards to create ongoing, personalized engagement. From coalition loyalty wallets and restaurant‑focused aggregators to fintech‑embedded cashback systems, Saudi startups are redefining what loyalty looks like in a digitally native economy.

Loyalty in a Cashless, Mobile‑First Economy

Saudi Arabia’s push toward a cashless society under Vision 2030 has created fertile ground for loyalty innovation. As digital payments, e-commerce, and app-based services become part of everyday life, consumers expect seamless experiences across touchpoints, including how they earn and redeem rewards. Loyalty has shifted from being a marketing afterthought to a core product feature, closely tied to payments, data analytics, and customer experience design.

Market research indicates that the Saudi loyalty programs sector is expanding rapidly, driven by increased smartphone penetration, widespread adoption of digital wallets, and rising demand for personalized offers. Brands are recognizing that acquiring new customers is expensive, while retaining existing ones through meaningful engagement delivers far greater long-term value. In this environment, digital loyalty platforms act as connective tissue, linking brands and customers through continuous, value-based interactions.

From Fragmented Programs to Unified Loyalty Ecosystems

One of the long-standing pain points for consumers has been fragmentation. Customers often find themselves juggling multiple loyalty apps, cards, and point systems, many of which offer limited value or cumbersome redemption processes. Saudi startup WalaOne emerged to tackle this problem by introducing a coalition‑based digital loyalty wallet that aggregates rewards from multiple merchants into a single platform.

Rather than forcing users to manage separate programs, WalaOne allows customers to earn and store points from a wide network of participating brands in one place. These points can then be redeemed across different categories, including retail, dining, travel, and services. For consumers, the value lies in simplicity and flexibility. For merchants, the benefit is access to a broader ecosystem that encourages cross‑brand engagement and repeat spending.

What makes this model particularly relevant to Saudi Arabia is its scalability. Small and medium-sized businesses, which often lack the resources to build proprietary loyalty systems, can plug into an existing network and immediately offer competitive rewards. Strategic partnerships with payment infrastructure providers have further strengthened this approach, enabling loyalty features to be embedded directly into checkout and payment flows rather than treated as standalone programs.

Reinventing Restaurant Loyalty Through Aggregation

The food and beverage sector is one of the most competitive in the Saudi market, especially in urban centers such as Riyadh and Jeddah. Despite this, a relatively small percentage of restaurants operate structured loyalty programs, often due to cost, technical complexity, or lack of data insights. This gap has opened the door for startups like Mithu, which is focused on building a unified loyalty platform tailored specifically for restaurants and cafes.

Mithu’s proposition is built around aggregation and engagement. Instead of individual restaurants running isolated programs, customers use a single app to collect rewards across multiple dining venues. The platform incorporates gamification elements and personalized offers, encouraging users to return more frequently and explore new brands within the network.

For restaurant operators, Mithu offers more than just a loyalty tool. It provides access to customer behavior data, enabling businesses to understand visit frequency, spending patterns, and preferences. This insight allows restaurants to design smarter promotions and reward structures that go beyond blanket discounts. In a sector where margins are tight and competition is fierce, data-driven loyalty can become a powerful lever for sustainable growth.

Aviation Loyalty Goes Digital: AlFursan as a National Ecosystem

Beyond retail and fintech, Saudi Arabia’s aviation sector offers one of the most mature examples of how loyalty programs can evolve into full-fledged digital ecosystems. Saudia’s AlFursan loyalty program stands out as a benchmark in the local market, illustrating how loyalty can extend far beyond frequent-flyer miles.

Originally designed to reward air travel, AlFursan has expanded into a multi-partner, lifestyle-driven platform that allows members to earn and redeem miles across a wide network of partners, including hotels, car rental companies, retail brands, banks, and telecom operators. This shift has effectively positioned AlFursan as a coalition loyalty program that connects travel with everyday spending.

Crucially, AlFursan’s digital-first approach reflects changing consumer expectations. Members manage their accounts, track miles, and redeem rewards through digital channels, while partnerships with banks and payment providers enable miles to be earned through card spending rather than flights alone. This integration transforms loyalty from an occasional travel perk into a continuous engagement tool that remains relevant even when customers are not flying.

From a strategic perspective, AlFursan demonstrates how loyalty programs can serve as national-scale engagement platforms. By anchoring the ecosystem around a trusted national carrier, the program reinforces brand affinity while driving value across multiple sectors. For Saudi consumers, this means loyalty that aligns with lifestyle and mobility. For partner brands, it offers access to a highly engaged customer base with strong spending power. For customers, rewards feel effortless, earned automatically as part of daily spending. For merchants, fintech-linked loyalty programs drive higher transaction volumes and repeat visits without requiring separate systems.

This convergence of payments and loyalty is particularly powerful in a market like Saudi Arabia, where regulators and policymakers are actively encouraging digital financial adoption. As fintech platforms collect richer transaction data, they can personalize offers with greater precision, matching rewards to individual spending habits and preferences.

Data, Personalization, and the Experience Economy

At the core of modern loyalty platforms lies data. Saudi consumers are increasingly receptive to personalized experiences, provided they deliver clear value and respect privacy expectations. Digital loyalty platforms analyze transaction histories, visit frequency, and engagement patterns to tailor rewards that feel relevant rather than generic.

This shift reflects a broader move toward the experience economy. Instead of simply offering points or discounts, brands are using loyalty platforms to unlock exclusive access, priority services, and curated experiences. Whether it is early access to product launches, special dining events, or premium customer support, loyalty is becoming a way to deepen emotional connections rather than just incentivize purchases.

Cross‑sector partnerships are also gaining momentum. Coalition programs that link retail, travel, entertainment, and financial services allow loyalty points to travel with customers across different aspects of their lifestyle. This interconnected approach increases the perceived value of rewards and encourages customers to remain within a broader brand ecosystem.

Challenges Facing Digital Loyalty Platforms

Despite strong momentum, digital loyalty platforms in Saudi Arabia face several challenges. Data privacy and cybersecurity remain top priorities, particularly as platforms integrate with payment systems and collect sensitive customer information. Building trust is essential, and platforms must demonstrate transparency in how data is used and protected.

Another challenge lies in differentiation. As more brands adopt digital loyalty tools, customers may experience fatigue if programs fail to offer genuine value. Platforms must continuously innovate, using insights and technology to keep engagement fresh and meaningful. For merchants, aligning loyalty strategies with broader business objectives — rather than treating them as isolated marketing campaigns — is critical to long-term success.

Regulatory compliance also plays a role. As loyalty platforms intersect with fintech, data governance, and consumer protection frameworks, startups must navigate a complex regulatory landscape while scaling their solutions.

Loyalty as Strategic Infrastructure

What is increasingly clear is that loyalty in Saudi Arabia is evolving into strategic infrastructure rather than a tactical add-on. Digital loyalty platforms sit at the intersection of commerce, payments, and customer experience, shaping how brands interact with consumers over time. For startups, this presents a significant opportunity to build scalable, platform-driven businesses that serve both sides of the market.

As competition intensifies across sectors, brands that invest in thoughtful, data-driven loyalty strategies will be better positioned to retain customers and increase lifetime value. Platforms that succeed will be those that simplify experiences, respect consumer trust, and continuously adapt to changing expectations.

Conclusion

Digital loyalty platforms are redefining the rules of engagement in Saudi Arabia’s rapidly digitizing economy. Through unified wallets, sector-specific aggregators, and fintech‑embedded rewards, startups are transforming loyalty from a passive benefit into an active relationship-building tool.

For consumers, the future of loyalty promises simplicity, relevance, and real value. For brands, it offers deeper insight, stronger retention, and a more sustainable path to growth. As Saudi Arabia continues its journey toward a fully digital economy, loyalty platforms will play a central role in connecting brands and customers, not through points alone but through experiences that keep them coming back.