SAP Now AI Tour is a global event series exploring the impact of AI, data, and automation on the future of business. For the Riyadh edition, SAP entrusted Dice with full ownership of the event execution from experience design to final delivery
The challenge
The brief included planning the attendee journey, managing the full event lifecycle, and building an environment that merged business storytelling, immersive content, and executive-level hospitality all within a high-tempo, enterprise-grade setting.
Client
Dice sourced The Arena Riyadh, a 6,000 sqm empty venue, and was given just 24 hours for installation and setup. A full transformation challenge under time pressure.
Held on 3rd of November 2025, SAP Now AI Tour Riyadh welcomed over 1,200 attendees, far exceeding the expected 800. Dice led the entire build and operations, including:
Experience layout and space design
AVL, production, showcalling, and guest flow
Registration, staffing, breakout management, and stage operations
Key program elements included:
80+ speakers, including:
Jesper Schleimann, Head of Business AI, SAP EMEA
Augusta Spinelli, President of Customer Success, SAP EMEA
Ahmed Alfaifi, Senior Vice President, SAP METNA
60+ breakout sessions across 11 theaters
12 SAP demo pods and 17 partner pods
Three primary experience zones:
AI, Data & Platform
Business Suite
Expert Center
A major floor feature was the 450 sqm Immersive Maze, which guided attendees through SAP’s AI-powered business solutions using screens, and layered interaction.
Other highlights:
A live mentalist opening performance by Javier Saba
Taghrid Al Howish as MC for the mainstage keynote
AI laser engraving station offering custom leather giveaways
A dedicated, high-end VIP lounge for SAP executives and government officials
Impact
The event exceeded audience expectations and successfully delivered on SAP’s goal of showcasing the power of AI, data, and automation through real-world business use cases.
It offered:
A focused, high-level platform for digital transformation dialogue in Saudi Arabia
Hands-on engagement with SAP technologies across industries
A seamless experience for partners, customers, and executives at every touch point
Hundreds of mentions across social channels, as attendees shared highlights, insights, and reactions throughout the day
The Riyadh edition stood out for its clarity of flow, immersive environment, and content-driven value, affirming Dice’s role as a reliable partner for global tech events in the region.
