Saudi Arabia is beginning to deploy artificial intelligence agents in two sectors central to its economic diversification strategy: logistics and tourism. Unlike conventional chatbots, these systems can interpret requests, access business platforms and coordinate multi-step tasks.
AI Agents Streamlines Cargo Operations
At Saudia Cargo, AI agents are being integrated into commercial operations to handle routine freight quotation requests. They can classify emails in multiple languages, review customer requirements, compare multi-leg routes, select service categories and prepare tailored quotes within seconds.
The systems draw on company data, including capacity, schedules, customer rates and service rules. Complex or sensitive requests can still be referred to human sales teams. Saudia Cargo says the aim is to reduce repetitive administration and allow employees to focus on account management, solution design and customer relationships.
The company is also considering applications in demand forecasting, capacity planning, pricing, revenue optimization and shipment visibility.
Coordinating the Visitor Journey
In tourism, an initiative involving Globant, Tourise, Red Sea Global and AlUla is testing how AI agents representing different destinations can work together. The goal is to help visitors plan journeys across multiple locations.
An agent serving a guest at Red Sea Global, for example, could contact an AlUla agent to check availability and arrange onward travel. The systems could coordinate transfers and experiences, then present a combined itinerary for the traveller’s approval.
Each destination would retain control of its own systems and customer relationships, sharing only information needed for a specific interaction.
Human Oversight Remains Essential AI Agents
The projects highlight the need to set boundaries for autonomous AI. In the tourism initiative, agents can manage conversations, planning and recommendations, while separate systems handle bookings, payments and compliance. Interactions are logged, and new participants must pass testing before accessing live guest data.
Saudia Cargo refers non-standard cases to employees. The company says AI is intended to support its workforce, not replace it.
The deployments align with Saudi Arabia’s Vision 2030 ambitions to expand logistics capacity and attract more visitors. Their long-term value will depend on secure digital connections, clear accountability and measurable improvements in efficiency and customer experience.
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