A new study by Amazon reveals that voice assistants have become an integral and active part of daily life in Saudi Arabia and the United Arab Emirates. The survey, which highlights the growing prevalence and cultural integration of this technology, shows that 85% of residents surveyed in both countries have used a voice assistant, with 43% of them using it regularly.
Growth driven by the priority of the Arabic language and national trends in artificial intelligence
The study confirmed a strong correlation between the increased use of voice technology and its alignment with national artificial intelligence (AI) strategies. 74% of participants indicated their familiarity with their country's national AI strategy, suggesting that government initiatives play a role in encouraging the adoption of modern technologies in daily life.
Amazon Alexa study
With local language being the primary enabler of adoption, 65% of participants confirmed their preference for using Arabic as their main language when interacting with voice assistants, with the Gulf dialect emerging as the most preferred. More than half (56%) emphasized their preference for voice assistants capable of understanding and speaking regional dialects and fluently grasping local expressions.
narrowing the gap between Generations and the promotion of linguistic identity
The results highlighted the positive role of Arabic-speaking voice assistants in achieving social harmony and narrowing gaps:
Refining language skills: Half of the participants (50%) believe that Arabic voice aids support younger family members in maintaining or improving their Arabic language skills.
Encouraging technological interaction: Nearly half (48%) indicated that voice assistants encourage older family members to use technology with greater confidence and ease.
Dr. Rafed Bin Amin Fatani, Alexa’s Regional General Manager for the Middle East and North Africa, said: “We are proud of these results, which demonstrate the rapid transformation of voice technology into a central part of the lives of residents in Saudi Arabia and the UAE. This confirms our firm belief that focusing on linguistic authenticity and cultural context helps us build a product that makes the customer truly feel like they own their home.”
While information retrieval remains the most common use (42%), the study indicated a growing demand for a new generation of personalized experiences prioritized for the Arabic language, including educational content (39%), integration with local services (33%), smart home controls, and religious support services.
