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Nearly All Saudi Gen Z & Millennials Will Be AR Users By 2025
A new white paper by Snap Inc and others reveals how immersive tech will transform the retail industry in Saudi Arabia.
Snap Inc, the owner of Snapchat, has partnered with PwC Middle East and Retail Leaders Circle (RLC) to commission a white paper entitled, “The shift towards immersive shopping: New opportunities for retailers in KSA”.
The study (which you can find here) focuses on the evolution of the typical Saudi consumer and how shoppers now desire more immersive retail experiences. The paper points out that businesses must embrace digital and hyper-responsive AR experiences as the backbone of their marketing strategies rather than simply adding to traditional methods.

Right now, a significant gap exists between the perception of AI by consumers and brands, with 94% of brands viewing AR as being primarily for fun, whereas only 53% of consumers view it the same way.
Not only that, by 2025, it is estimated that around 75% of people worldwide will be frequent AR users. And almost all of the Gen Z and Millennial population of Saudi Arabia will use the technology frequently.
As Saudi shoppers demand ever-higher levels of convenience, Artificial Intelligence (AI) will play a leading role in the future of retail, enabling hyper-personalization, real-time behavioral dat, and analytics to offer the right promotions and tailored messages to customers in real time.
Also Read: ChatGPT Offers API Access & Developers Are Taking Advantage
“Over the years, we have seen AR evolve from being just a mode of entertainment and self-expression to delivering true value for consumers and businesses. AR is already transforming the industry and is slated to metamorphose every shopper’s journey in the near future. Today, as we ponder the future of retail, it’s time to be agile and adapt wholeheartedly to the latest in commerce,” says Abdulla Alhammadi, Regional Business Lead for KSA Market, Snap Inc.
In a world where online shopping is focused more on product rather than the consumer, Snap Inc’s report shows us a retail future driven by customer self-expression. According to Snap Inc, AR can “showcase products, push creative boundaries, drive real sales, and help reduce returns.” The company also highlights that “250 million people already engage with AR on Snapchat each day, and Snapchatters now play with AR more than 6 billion times a day on average”.
News
ESET Bets On Specialized Security AI At 0.5% The Training Cost
ESET says NeoCortex can estimate an attacker’s next move, with a kill switch and human oversight built in to keep it from going rogue.
A sign-in anomaly, a suspicious process launch and an unusual connection may look harmless alone. Together, they can describe an intrusion that is hard for security to teams to piece together.
To solve that problem, ESET announced ESET NeoCortex on November 4, 2026: a specialized foundational AI model for cybersecurity. It powers ESET LiveCortex, available within the ESET PROTECT Platform, which connects fragmented security signals and turns them into actionable incidents.
Filtering is the main selling point, with LiveCortex processing billions of raw telemetry events daily, and just 0.00111% of them contributing to incidents presented to customers. The aim is less alert fatigue and more analyst time spent on threats that matter.
NeoCortex is built on world-model architecture, learning how digital environments behave and how events relate. ESET says that lets it reconstruct missing incident context, recognize similar past cases and estimate an attacker’s likely next step – what the company calls “minus-one-day defense,” a chance to intervene before the next stage unfolds. ESET points to Black October, the week leading up to October 25, 2026, when critical security issues affecting PHP, Linux, GitLab and other key systems demanded rapid, prioritized responses, as the kind of moment where that context matters.
ESET’s internal research also suggests a specialized model like NeoCortex can be trained at up to 200 times lower cost than a large general reasoning model, while delivering more accurate, defense-focused results. The company credits optimized training, a focus on cybersecurity vocabulary, lower computing requirements and privately owned hardware.
Also Read: Dubai Says Its Deepfake Detector Needs Just 7 Seconds Of Video
“AI is accelerating both cyberattacks and cyberdefenses. With ESET NeoCortex, we are applying our AI investment to develop specialized foundational cybersecurity intelligence that remains under our control and strengthens, rather than replaces, human expertise,” said Juraj Malcho, Chief Technology Officer at ESET.
As part of the design, NeoCortex forms part of a layered architecture combining specialized models, deterministic controls, correlation logic, validation, auditability and expert human oversight. Safeguards include restricted sandboxes, read-only tools, continuous monitoring, defined usage and token limits, a kill switch and human oversight of critical response decisions. The model is also developed and self-hosted on ESET’s own infrastructure, which the company says reduces exposure to shifts among third-party AI providers, including commercial and geopolitical ones.
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