Saudi Arabia's Ministry of Hajj and Umrah is expanding its use of artificial intelligence and data analysis to improve the services it offers pilgrims. The technology turns data into insights and predictions that support planning, alongside smart tools that guide pilgrims through their rites in real time.
The effort falls under Saudi Vision 2030 and the Guests of Allah Service Program, which aim to raise the quality of the pilgrim experience while managing the immense scale of Hajj and Umrah. Two services in particular, Nusuk AI and the Digital Mutawwif, have drawn millions of users.
Data analytics for planning
According to the Ministry, advanced analytics and pattern recognition are used to study pilgrimage trends, pilgrim behaviour and preferences, and the balance of supply and demand. Predictive analytics forecast when pilgrims arrive and depart, how long they stay, and related patterns, helping the Ministry plan and prepare earlier.
On the operational side, the Ministry uses algorithms to manage pilgrim movement and grouping, a process known as tafweej. This includes analysing crowd movement, predicting peak times, and studying bus movement to improve transport routes between the holy sites. These tools support decisions made during the intense days of the Hajj season.
Nusuk AI answers pilgrim questions
Nusuk AI is one of the Ministry's flagship AI services for pilgrims. It provides information and guidance on Hajj, Umrah, and visiting the holy sites, and answers pilgrim questions directly.
The service works in more than 180 languages and includes voice interaction, making it accessible to pilgrims from across the world regardless of their spoken language. According to the Ministry, more than two million users have used Nusuk AI since its launch, including 393,000 users in a single recent month.
Digital Mutawwif guides the rites
The Ministry also offers the Digital Mutawwif service through the Nusuk app. It acts as a smart companion during the rituals, using spatial AI to understand a pilgrim's location, movement, and journey in real time.
The service directs pilgrims to the best routes and floors, counts Tawaf and Sa'i circuits automatically, and shows guidance and supplications suited to each stage of the rite. The Ministry reported that the Digital Mutawwif recorded more than two million uses in one month, and that more than 1.4 million pilgrims completed their Tawaf and Sa'i with its help.
Recognition for responsible AI
The Ministry of Hajj and Umrah recently received the AI Ethics Mark from the Saudi Data and Artificial Intelligence Authority, known as SDAIA, for the Nusuk AI service. The mark reflects a commitment to the responsible and trustworthy use of AI as the Ministry continues to develop services and support decision-making for pilgrims.
What pilgrims should know
Pilgrims planning Hajj or Umrah are encouraged to download the official Nusuk app and familiarise themselves with Nusuk AI and the Digital Mutawwif before travelling. Learning to use the tools in advance, including the voice feature and the pilgrim's own language, can reduce confusion on arrival.
The Digital Mutawwif can help pilgrims keep an accurate count of Tawaf and Sa'i circuits and find the least crowded routes, but pilgrims should still learn the rites themselves and not rely on technology alone. As always, pilgrims should download apps only from official sources and remain cautious of unofficial imitations. Used wisely, these tools can make the journey smoother while the worship remains the pilgrim's own.