AlFaifi assumed his current position in 2016, while Maccotta assumed his position in 2020. In February 2025, SAP launched the SAP Business Data Cloud during the World Government Summit, which will ensure that public and private sector organizations have the data foundation to use AI effectively. In the same month, SAP opened an AI Experience Center in Dubai, allowing customers to explore, test, and leverage AI technologies. AlFaifi was previously the COO of Zain KSA. Maccotta was also the managing partner of the Global Platinum Customer Unit at SAP.