The Quiet Digital Shift Inside Gulf Energy Giants

AI awareness and mobile habits are nudging Gulf energy firms to rethink customer experience as a future source of competitive edge

5 Feb 2026

A quiet digital shift is building across the Gulf’s energy sector. It is not about drilling deeper or building bigger. It is about how customers interact with energy providers in a world increasingly shaped by AI and always-on digital habits.

In Saudi Arabia and the UAE, energy companies are paying closer attention to how people now expect services to work. Mobile-first lifestyles, generative AI tools, and instant online access have become the norm in banking, retail, and telecoms. Those expectations do not stop at the gas pump or the power bill.

Analysts say this is where change begins. Deloitte’s Digital Consumer Trends 2025 report points to a sharp rise in AI awareness and everyday digital engagement across the region. The research does not focus on energy markets, but it highlights a familiar pattern. Consumer behavior shifts in one sector often spill into others, including essential services like utilities.

Some energy providers are already preparing. Investments are flowing into smarter customer platforms, upgraded mobile apps, and AI-supported service tools. The goal is not flash. It is faster service, clearer billing, and better visibility into how energy is used and paid for. Over time, these systems could also support more flexible pricing and tailored services.

“AI adoption and changing digital behaviors are reshaping how organizations engage with consumers,” Deloitte noted, describing a broader transformation that is starting to touch even asset-heavy industries such as energy.

The industry response is taking shape. Wood has expanded its digital and AI capabilities in the Middle East, helping operators modernize both internal systems and customer-facing tools. National champions are moving as well. Saudi Aramco’s digital initiatives suggest that data, analytics, and engagement are becoming strategic priorities, not side projects.

The opportunity is clear. Digital platforms can offer personalized insights, smoother service interactions, and quicker support. But the risks are real. More data means higher cybersecurity stakes, and regulators are watching closely how AI systems handle personal information.

This will not transform the energy market overnight. Still, many experts see digital experience emerging as a long-term differentiator. Companies that invest early, build trust, and stay aligned with regulation may shape how the Gulf’s energy sector evolves in the years ahead.