Saudi Arabia: Driving a future of heritage, creativity, and innovation

The world is confronting another era of technological change. This time, AI-enabled. Change that could easily upend how humans feel about their sense of self-worth or control. If the past twenty years has thrown up challenges with large swathes of society feeling left behind, the current technological and economic upheaval demands big ideas if growth and social cohesion are to prevail.

One country stands out as having the answer to embracing seismic change is Saudi Arabia. A great example of a nation demonstrating how to maintain human connection in an economy evolving at warp-speed.

How are they doing it? They’re embracing change through a sense of belonging, and a confidence powered by heritage, creativity, and innovation. And critically, events and intelligent experiences are at the heart of their bold, societal transformation.

The Kingdom is redefining its global position through Vision 2030. However, vision is one thing, but the steps to realisation are another.

Let’s consider the actions that bring people on the journey, inspired and willing to change. It starts with how Saudi’s embrace the creative economy.

Under Vision 2030, Saudi Arabia has committed to diversifying its economy, making creative and entertainment industries instrumental in its transformation. The cultural and events sectors are no longer just bystanders in this evolution. They’re strategic pillars.

The Kingdom’s investment in cultural preservation signals a deep respect for its past. And awe-inspiring events are used to celebrate heritage and create a sense of identity. This epitomises pride and confidence. It’s much like when the Olympics come to town. You hear citizens expressing pride and excitement. Saudi does that on a daily basis, to energise its citizens’ ambitions.

Consider the restoration of Diriyah, the birthplace of the Saudi state. What makes this period particularly compelling is that Saudi Arabia is not just preserving history. It's leveraging history to fuel intelligent experiences that captivate its citizens and global audiences.

The introduction of the Ministry of Culture and initiatives such as the Diriyah Biennale, the Red Sea International Film Festival, and Riyadh Season are clear indicators that Saudi Arabia is investing heavily in the creative economy. These platforms not only celebrate local talent but also serve as a global hub for innovation, storytelling, and artistic excellence.

Building creative hubs and accelerator communities bring diverse stakeholders and inspired thinkers together to collaborate and share insights and ideas. These initiatives are another keyway of ensuring people know they’re shaping the future, and not simply being carried helplessly along on a tsunami of technological change.

By combining cultural development with the technological, a country’s citizens and external collaborators have a greater sense of purpose and human connection with change.

Events as catalysts for change

In an era where experiences define brand narratives, Saudi Arabia is placing human connection at the centre of its transformation. Large scale events like the Formula E, Riyadh Season, and MDL Beast are more than just entertainment. They’re strategic tools that signal openness, cultural confidence, and economic ambition.

Installation design and immersive experiences are ways to combine touches of heritage, nature, wellbeing and social interaction with the latest tech.

So often architecture fails in this regard. Architects can over-emphasise the iconic, the inspirational and the technological at the expense of being connected to the natural world and other people.

Experiences and the environments in which they occur need to be warm, inviting and social, with a touch of visual humour or curiosity. Great ideas emerge when people feel comfortable around each other.

Look to create spaces where people feel at home, connected and safe, rather than forced into a cold brutalist showcase for technology.

The strategic business case for engagement

Transformation is not just about economic growth. It’s about shaping a prosperous, culturally vibrant, and globally engaged future. Whether through partnerships in film, the arts, or large scale event experiences.

Saudi Arabia offers us a masterclass in taking people on a journey that emboldens and energises communities through awe-inspiring experiences.

Joe Lygoe

Andrew Reid

Authors: Creative strategists at Shelton Fleming, Joe Lygoe and Andrew Reid, produced this blog over a conversation and coffee about what it takes to ensure the AI-revolution inspires and empowers, rather than frightens or marginalises communities. Saudi Arabia emerged as a benchmark for businesses and economies seeking to manage change with a humanist approach.