Saudi Arabia's Ministry of Hajj and Umrah has secured the national Artificial Intelligence Ethics badge from the Saudi Data and AI Authority, known as SDAIA, for its Nusuk AI service. According to Saudi state media, the recognition confirms the ministry's commitment to responsible and trustworthy use of intelligent technologies as it expands the role of data and automation in serving pilgrims.

Data and algorithms behind the season

The ministry says it is using advanced analytics and artificial intelligence to turn raw data into forecasts that support planning and decision-making. Studies now track pilgrimage trends, pilgrim behaviour and preferences, and the balance of supply and demand across the season. Predictive analytics are applied to anticipate arrival and departure times and length of stay, allowing officials to prepare earlier and allocate resources more precisely.

On the operational side, the ministry reports using advanced algorithms to manage pilgrim movement and grouping, analyse crowd flow, and predict peak times. The same systems study bus movement and optimise transport routes between the holy sites. Officials say this improves the efficiency of movement around Mina, Muzdalifah and Arafat and supports real-time operational decisions during the busiest days of the pilgrimage.

Nusuk AI and the digital guide

Among the ministry's flagship tools is Nusuk AI, an assistant that answers questions about Hajj, Umrah and ziyarah. According to the ministry, the service supports more than 180 languages and offers voice interaction. Since its launch it has been used by more than two million people, including 393,000 in a single recent month.

A second service, described as a digital Mutawwif and delivered through the Nusuk app, acts as a smart companion during the rites. The ministry says it uses spatial artificial intelligence to understand a pilgrim's location, movement and journey context in real time, guiding them to the most suitable routes and floors and counting the circuits of tawaf and sa'i automatically. It also displays step-by-step guidance and supplications appropriate to each stage. The ministry reported more than two million uses of the service in a single month, with over 1.4 million people completing tawaf and sa'i with its help.

Part of a wider push

The ethics badge fits within Saudi Arabia's broader drive to modernise the pilgrimage under Vision 2030 and its Pilgrim Experience Programme. The kingdom has steadily shifted booking, permits and guidance onto digital platforms in recent years, and the ministry has cast responsible AI as central to scaling those services without compromising trust.

By tying the recognition to Nusuk AI specifically, the ministry has signalled that the assistant, and the data systems behind it, will remain a core part of how millions of pilgrims plan and perform their journey. The emphasis on ethics reflects wider debate over how personal data and automated decision-making should be handled in services used by such large and diverse populations.

Practical tips for pilgrims using digital tools

  • Download Nusuk before you travel. Set up the app and sign in early so guidance, permits and the digital companion are ready when you arrive.
  • Try the assistant in your own language. Nusuk AI supports a very wide range of languages and voice input, which can help if you are unsure about a ruling or a step.
  • Do not rely on technology alone. Use digital circuit counters and route guidance as a support, but learn the rites beforehand and keep a knowledgeable companion where possible.
  • Keep your phone charged. Carry a power bank, since navigation, counting and permits all depend on a working device during long days at the holy sites.
  • Verify important rulings. For questions of fiqh, confirm guidance with a trusted scholar or your group's religious guide rather than acting on an app answer alone.