The Ministry of Hajj and Umrah has received the Artificial Intelligence Ethics Label from the Saudi Data and AI Authority (SDAIA) for its Nusuk AI service.
This recognition highlights the ministry’s commitment to implementing ethical principles and strengthening governance in its digital solutions. The award reflects ongoing efforts to improve digital services for pilgrims in line with Saudi Vision 2030 and the Pilgrim Experience Program.
Recognition for Ethical Technology
The AI Ethics Label is awarded by SDAIA to both public and private sector organizations in Saudi Arabia. This initiative aims to encourage compliance with artificial intelligence ethics standards and raise awareness about the responsible use of advanced technologies. By securing this label, the ministry demonstrates its alignment with national standards for mature AI development.
Furthermore, the recognition supports the objectives of Saudi Vision 2030. These national initiatives focus on improving the quality of services provided to pilgrims in the tourism and pilgrimage sector through modern digital infrastructure.
Capabilities of the Nusuk AI service
The ministry explained that the Nusuk AI service operates as an interactive digital assistant within the main Nusuk apps and software platform.
It is designed to answer inquiries from pilgrims, guide them to appropriate services, and provide detailed information regarding Hajj, Umrah, and general visits. Notably, the assistant also addresses religious inquiries by referencing official sources and a structured knowledge base of common questions and fatwas. The system supports voice interaction and is capable of communicating in more than 180 languages to accommodate a global audience.
Growing Adoption and Usage Statistics
Since its launch, the Nusuk AI service has assisted more than 320,000 users and recorded over one million total interactions. During the past month alone, the digital assistant processed more than 475,000 questions and responses, indicating a steady reliance on automated solutions.
Meanwhile, the broader Nusuk digital platform continues to expand its reach. The main platform currently offers more than 130 distinct services, supports over 20 languages, and serves a user base of more than 51 million people across 190 countries.
Supporting Digital Transformation Goals
The ministry stated that it plans to continue developing its digital platform by expanding the integration of advanced technologies. These efforts align with national best practices to improve operational efficiency and enhance the overall pilgrimage experience.
Consequently, the ongoing updates to the platform support the digital transformation goals of the Hajj and Umrah sector. The ministry aims for the assistant to serve as a primary digital companion for pilgrims worldwide.
Source: Saudi Press Agency
