Middle East Emerges as AI Leader With 75% Adoption Rate

Across Middle East offices, artificial intelligence has shifted from pilots to everyday workflows. PwC’s 'Middle East Workforce Hopes and Fears Survey 2025' reports 75% of employees used AI at work in the past year, ahead of the 69% global average. Based on 1,286 responses, the survey found that 32% of workers use generative AI daily, above the 28% global level, signalling growing comfort with AI-driven processes.

PwC’s research indicates the workforce is leading AI integration while staying focused on job security and skills. Some 49% expect technological change - including AI, robotics and automation - to affect their jobs to a large or very large extent over the next three years, compared with 45% globally. Employees increasingly view emerging tools as enablers: around eight in 10 say AI has improved productivity, with 87% reporting higher-quality work and 84% citing increased creativity.

“As employees confidently embrace change, build new capabilities and show remarkable adaptability with AI, they also want to feel secure and supported,” said Randa Bahsoun, partner at PwC Middle East. “Organisations that provide clarity on how roles will evolve, expand access to learning and protect wellbeing will be the ones that retain talent and get ahead in a fast-changing labor market,” she added.

Younger employees are the most hands-on users, with PwC noting higher confidence among millennials and Gen Z. However, skills remain a priority: 69% of Middle East employees gained new skills in the past 12 months versus 56% globally, while 81% prefer roles that build transferable skills, above 69% globally. Job security ranks highest at 85%. Engagement is strong - 78% look forward to work, versus 64% globally - yet 45% feel fatigued at least weekly and nearly half feel overwhelmed.

Regional signs echo the survey. In Saudi Arabia, a KPMG report noted 84% of CEOs are ready to deploy AI responsibly, supported by national data governance initiatives, and the Global AI Index ranked the Kingdom fifth globally and first in the Arab region for AI growth. In the UAE, KPMG reported 84% of CEOs expect to expand headcount over the next three years, with 80% redesigning roles to integrate AI collaboration.

PwC’s recommendations focus on clarity, skills and management support. To drive long-term success, Middle East leaders must shift from occasional training sessions to a permanent, strategic culture of upskilling and reskilling. According to the report, this requires a data-driven approach: organisations should proactively identify future skill requirements and map them against current employee capabilities to build personalised development tracks. This growth is best supported by holding managers accountable for employee progress and well-being, provided they are given the right tools to lead effectively.

Ultimately, the goal is for regional leaders to harness the workforce’s natural optimism and adaptability by aligning technology, trust, and talent through transparent and visionary leadership.