Saudi Clients Only Bought Software From Indians, Until AI Came Along
A client from a Saudi company heard Matteo out and told him his product wouldn't sell well in Saudi, because he is Italian. IT used to be expensive, software from Indian companies was cheap, and even when it wasn't good, companies bought it anyway. Once AI lowered the barrier to building software, that default started to loosen: in March 2026 India's Nifty IT index fell from 26,000 points to 22,000. More people are building software, the number of corporate buyers hasn't grown, and so sales matters more than it used to. Matteo explains how he does business in Saudi, and how PwC lost the Saudi government.