In the heart of Saudi Arabia’s bustling tech scene, two visionary women are reshaping how language barriers are overcome in the digital age. Asmaa Naga, the Founder & CEO, and Tasneem Islam, the CCO of “STUCK?” the app, sat down with Destination KSA to discuss their groundbreaking app and its profound impact on global communication.

STUCK?, born out of Asmaa’s relentless drive and Tasneem’s unwavering support, is not just an app but a testament to their enduring friendship and entrepreneurial spirit. “I’m always her support system,” Tasneem chuckles, “but she’s the brain behind Stuck?”.

The idea of STUCK? stemmed from Asmaa and Tasneem’s tenure as English educators, during which time they observed the critical need for precise language expression across cultures. “Before AI, there was a gap. People had brilliant ideas but struggled to articulate them effectively,” says Asmaa. Their solution? A platform which was akin to Uber, initially but has evolved into a hub for language expertise.

Initially B2C focused, but now a B2B platform too, STUCK? evolved to integrate AI, revolutionizing how users access language support. “AI doesn’t replace writers,” Asmaa clarifies, “It augments their creativity, helping with ideas and basic tasks.” Tasneem interjects, highlighting AI’s limitations with nuances in dialects. “AI is great for efficiency,” she explains, “but humans excel when it comes to cultural nuances and creativity.”

Central to STUCK?’s success is its hybrid approach—offering users the choice between fully human, AI driven, or blended support. “Clients love the flexibility,” Asmaa smiles. “Whether it’s a legal document or an Instagram post, we tailor the solution.” Navigating Saudi Arabia’s linguistic diversity posed another challenge. “There’s more to Arabic than meets the eye,” Tasneem notes; each region has its own dialect and voice.” STUCK?’s network of regional experts ensures accuracy—from Najdi to Hijazi dialects.

“Standard Arabic vs. Saudi Arabic,” Asmaa clarifies, “is a common misconception.” STUCK?’s tech not only trains AI models for accuracy but also connects users with dialect-specific experts. “It’s about understanding how people speak,” Tasneem adds, “not just what they say.”

Their approach resonates with Saudi’s burgeoning creative sector. “Clients see the value,” Asmaa reflects. “They appreciate AI for efficiency and humans for authenticity.”

Despite challenges, STUCK?’s growth has been exponential. “We started with no marketing budget,” Tasneem laughs, “just a commitment to build something solid.” Their gamble paid off— and today, STUCK? is a trusted ally for businesses navigating Saudi’s dynamic language landscape.

Asmaa and Tasneem’s journey as entrepreneurs in Saudi Arabia has been both challenging
and rewarding. “I come from a very non- entrepreneurial background,” Asmaa shared. “The first yes we got was from an accelerator 500 Global, which gave us the validation we needed to win KAUST’s TAQADDAM program” adding, “We’ve secured investment from a couple of VCs, one in Saudi Arabia and another based in the UK. We’re selective about choosing the right investors, those who are strategic and really understand our market, because it’s a niche market. We don’t want to growth hack; we want to provide real value. Saudi Arabia has opened so many doors for founders and startups—the opportunities are endless.”

Speaking about the evolution of entrepreneurial development in Saudi, Tasneem spoke of how the advancement has been. “I am Asmaa’s creative partner, not business-wise, which is a very important point. People assume that the business needed a Saudi partner since I’m Saudi and she’s Egyptian. It did not. Asmaa, as an Egyptian, has founded her own company and is the CEO of a company in Saudi Arabia. This would not have been impossible ten years ago or even five years ago.

The presumption that a non-Saudi couldn’t open a business without a Saudi partner has changed completely. Asmaa’s success is a testament to how much change has happened in Saudi Arabia.” Reflecting on this change, Asmaa continues, “This transformation is beyond what I ever imagined. The Ministry of Investment has created exceptions for tech ventures that solve problems and bring value to the community. They acknowledge the importance of such businesses and provide the necessary licenses to operate.”

“As women entrepreneurs, our advice to aspiring entrepreneurs, especially in Saudi, is not to give up. Women are often less noisy about their successes than men. We downplay our achievements. I was guilty of this until I was told to stop and just say, ‘Yes, we did it.’ Women often feel the need to balance everything perfectly, which is impossible. Starting a business will take up a lot of time, and it’s normal for priorities to shift. Women should not sacrifice their own mental health or me-time,” Asmaa says. Tasneem adds, “Finally, taking the risk is difficult but necessary. Don’t get too emotionally attached to the original idea; be flexible and have a support system. This is key for any entrepreneur, especially women.” As the interview drew to a close, Asmaa and Tasneem reflected on their journey. “It’s about more than just technology,” Asmaa concludes. “It’s about bridging cultures and empowering communication.” In the realm of STUCK?, language is more than words—it’s a conduit for understanding in a connected world.