JEDDAH: Industry experts gathered to discuss how artificial intelligence can enhance the Hajj and Umrah experience for millions of pilgrims worldwide.

The discussions took place at the fourth Hajj and Umrah Services Conference and Exhibition in Jeddah, running until Jan. 16.

The event, themed “The Road to the Nusuk,” is hosted by the Ministry of Hajj and Umrah and the Pilgrim Experience Program, featuring over 300 local and international organizations showcasing innovations to improve the pilgrim experience.

The conversation began with an overview of the current state of Hajj and Umrah, with speakers noting that only 5 percent of available technical capabilities have been utilized so far.

Mohammed Al-Hamid, director of the AI Center at the Ministry of Interior, shared in the session “Personalizing Services for the Guests of Allah: Data and Digital Solutions” that the ministry has made significant progress in data and AI infrastructure.

He added that the ministry has played a key role in transforming the Hajj and Umrah experience into a seamless journey driven by technological innovation.

Al-Hamid said that AI can help manage crowds by tracking movements, identifying potential hazards, and making real-time adjustments to traffic flow.

“We are using AI to develop long-term solutions that enhance the sustainability of Hajj services, including managing human density by analyzing crowd flow and predicting congestion, offering multilingual guidance, utilizing big data to anticipate pilgrims' needs, and efficiently distributing human and technical resources,” he added.

Speakers then expressed optimism about how AI could address the urgent need for faster and more effective services.

Abdulaziz Al-Matahami, deputy minister of planning and digital transformation at the Ministry of Hajj and Umrah, said that the ministry first digitized traditional services, then moved to integrate government agencies to offer customized services for each pilgrim and Umrah performer.

He highlighted the new version of the Nusuk app, which provides comprehensive services such as hotel and flight reservations, historical tours, and permits for the Two Holy Mosques.

Al-Matahami also announced the launch of the Nusuk Business platform, aimed at enhancing integration with entrepreneurs to deliver innovative solutions for serving pilgrims.

In another session titled “Advanced Solutions and Technologies for Effective Crowd Management,” Fahad Al-Ghamdi, CEO of human resources at National Security Services Co., explained that the company operates as an integrated security system, offering consulting, risk analysis, and advanced technical solutions, such as mobile command and control centers with cameras supported by AI to analyze data in real time.

Tamer Bdran, vice president of NEC Saudi Arabia Ltd., discussed the role of global technical solutions tailored to the unique needs of Hajj and Umrah.

He said: “Technologies such as facial and fingerprint recognition, along with simulating crowd flow using supercomputing, have improved planning and reduced waiting times at ports and airports.”

Meanwhile, Saudi Ambassador to Spain Princess Haifa Al-Mogrin visited the Ministry of Interior’s pavilion at the conference. She was briefed on the ministry's efforts and initiatives to ensure a safe Hajj experience, including AI-enhanced security systems, digital solutions for crowd management at holy sites, the “No Hajj Without a Permit” campaign, and the Makkah Route initiative.