April 2026
RAK Ceramics Selects SAP to Drive Enterprise-Wide Digital Transformation
Dubai, United Arab Emirates – 17 February 2026 – RAK Ceramics, a global leader in ceramics and porcelain manufacturing, has announced a strategic partnership with SAP SE (NYSE: SAP) to implement a comprehensive enterprise-wide digital transformation program. The initiative will be accelerated through the adoption of RISE with SAP, establishing a unified and intelligent cloud-based foundation across the company’s global operations.
The multi-year program will integrate end-to-end business processes across RAK Ceramics’ 55 entities, creating a single cloud platform that supports operations in more than 150 countries. This transformation is designed to address the complexity of managing fragmented systems and to enable a more streamlined, agile, and data-driven organization.
At the core of the initiative is the deployment of SAP Business Suite, including SAP S/4HANA Private Cloud, SAP Integrated Business Planning (IBP), and SAP SuccessFactors, all enhanced by SAP Business AI capabilities. SAP IBP will be implemented across key planning areas—sales and operations, response and supply, and demand planning—while SAP SuccessFactors will support workforce management through Employee Central and cloud payroll solutions.
By transitioning to a modern cloud environment, RAK Ceramics aims to enhance visibility, strengthen operational control, and build a scalable system capable of adapting to evolving business needs and emerging technologies.
Abdallah Massaad, CEO of RAK Ceramics, said:
“Selecting SAP solutions reflects our focus on strengthening how we operate and ensuring technology supports long-term growth. Consolidating global operations onto a unified cloud platform will deliver greater transparency and control across the business. By adopting Clean Core principles and decustomization, we will create an agile infrastructure that can adapt to change over time. This foundation will enable us to introduce advanced capabilities, including AI, and empower our 12,000 employees with real-time data and integrated processes to better serve our customers.”
The transformation will be implemented over five years, enabling more efficient resource management and improved decision-making at scale. With the introduction of AI-powered ERP capabilities, RAK Ceramics will progressively embed intelligent automation across its operations.
SAP Integrated Business Planning will play a key role in enhancing forecasting accuracy, optimizing inventory management, and improving working capital efficiency—supporting more resilient and responsive global supply chains.
Marwan Zeineddine, Managing Director of SAP UAE, commented:
“RAK Ceramics is demonstrating how manufacturers can simplify complex environments globally and build a digital foundation that supports scale and consistency. The deployment of SAP S/4HANA Private Cloud, Integrated Business Planning, and SuccessFactors will provide enhanced visibility and governance required to manage operations worldwide more effectively. By applying Clean Core principles, the company will reduce technical debt and establish a platform that can evolve as business and market requirements change, supporting its next phase of growth.”
RAK Ceramics is also exploring SAP Business AI innovations, including Joule and a growing portfolio of embedded AI use cases. SAP’s roadmap includes more than 350 embedded AI capabilities today, expected to expand to over 1,000 use cases, alongside more than 40 AI agents designed to support role-based automation and decision-making.
This transformation marks a significant step in RAK Ceramics’ journey toward becoming a more connected, intelligent, and future-ready organization, reinforcing its commitment to innovation, operational excellence, and sustainable growth.
