How AI is transforming the fashion retail experience in the Middle East

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Updated 17 January 2025
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How AI is transforming the fashion retail experience in the Middle East

  • AI innovations in fashion promise smarter inventory management, sustainability, virtual try-ons, and enhanced sales
  • Billed as a virtual personal stylist, Amira by Taffi Inc. offers search assistance, outfit pairing, and conversational commerce

RIYADH: Once the preserve of the rich and famous, personal styling services are now accessible to everyone thanks to strides in generative artificial intelligence, helping shoppers find the look best suited to their body or special occasion.

With its latest creation, Amira, Riyadh-based AI-powered fashion marketplace Taffi is revolutionizing the shopping experience across the Middle East and North Africa, while showcasing how AI is redefining consumer engagement.

A personal stylist powered by generative AI and machine learning, Amira’s advanced algorithms, trained on a comprehensive dataset inspired by the Middle East’s latest fashion trends, delivers personalized and trend-driven styling recommendations.

Launched in September, Amira has been trained by a network of more than 180 expert fashion stylists from across the region. These professionals have contributed tens of thousands of recommendations, reflecting local tastes and cultural preferences.

Taffi co-founder and CEO Shahad Geoffrey described Amira as “the best friend who knows your style better than you do, eliminating all the guesswork in shopping.”

The AI stylist “engages users at every relevant touchpoint along their shopping journey to help them make better and faster decisions,” she added.

Amira’s search assistant allows users to find complete styles directly from the store’s search box, eliminating the need to sift through irrelevant items. The AI stylist’s discovery assistant recommends relevant new products, while the product stylist pairs items with complementary upsell suggestions.

Geoffrey said that Taffi’s AI stylist “is available through a floating chat widget for conversational commerce,” providing “real-time expert advice and tailored shoppable style recommendations based on individual profiles and preferences to help customers quickly find their best styles via their natural language.”

The AI technology customizes the shopping experience to each customer’s individual needs and preferences, turning it into an assisted commerce journey.

This innovation is revolutionizing how shoppers discover new products, find purpose-driven outfits and complete tasks more efficiently — saving time, offering trusted recommendations and providing access to great deals.

“AI delivers real-time, hyper-personalized suggestions based on style preferences, lifestyle, size, physical attributes, budgets and existing wardrobe,” Geoffrey said. “It also inspires shoppers by offering ideas for mixing and matching outfits and exploring new trends.

“By reducing choice overload and creating customized product bundles based on user queries, AI ensures a more enjoyable, efficient and seamless shopping journey.”

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Saudi Arabia’s fashion industry is expected to see cumulative annual growth of 48 percent from 2021 to 2025 as the Kingdom diversifies its economy, according to a 2024 report by the Small and Medium Enterprises General Authority.

The report also highlighted that the total value of the fashion sector in Saudi Arabia, including international brands, was $24.6 billion in 2022.

Taffi’s Amira was born from Geoffrey’s own frustration with the endless sea of fashion choices and the “static, impersonal shopping experiences.

“I always dreamed of having a virtual fashion assistant that truly understood my needs and preferences, finding personalized clothing effortlessly,” she said.

“Taffi was born to bring that vision to life, empowering shoppers with an AI fashion assistant that simplifies the shopping journey, making it seamless to discover and find outfits and tailor experiences to their unique preferences.”

Founded in 2021 by Geoffrey and Pradeep Bisht, the AI-powered fashion-focused shopping platform uses machine-learning, ChatGPT-4 and generative AI to provide users with styling recommendations based on their preferences, occasion and budget.

According to the company’s figures, users who engaged with Taffi had a 15 percent sales conversion rate — compared to just 0.67 percent for those who did not. This resulted in a 22-fold increase in sales conversions.

Additionally, Geoffrey highlighted that the average order value for purchases made through Taffi was 55 percent higher than those made without the platform




Taffi co-founder and CEO Shahad Geoffrey

This success underscores the challenges in today’s e-commerce landscape. Originally designed decades ago to sell books, e-commerce has become an outdated experience.

Fashion e-commerce, in particular, has struggled to evolve beyond a generic shopping journey filled with impersonal choices, causing 75 percent of shoppers to leave sites without making a purchase. In fact, just 1-2 percent of visitors ever convert into buyers.

Frustrated customers often receive no response from overwhelmed customer support teams and return items at alarming rates. This creates a cycle of dissatisfaction for consumers while putting businesses under strain.

Amira, however, has received positive feedback from brands that have integrated the widget into their platforms.

Geoffrey said customers have described Amira as an innovative and highly useful feature for e-commerce, noting that it has significantly uplifted their brand image and dramatically enhanced the customer experience.




(Illustration courtesy of taffi.com)

She predicts that AI will reshape the fashion industry by designing garments, streamlining manufacturing processes, enabling smarter inventory management and driving greater sustainability in fashion.

“AI will also transform the shopping experience — from discovery to checkout — empowering brands to cater to diverse markets, optimize supply chains, and elevate the retail experience with innovations like virtual try-ons and real-time fashion assistants,” she said.

Moreover, “AI enables brands to drive higher revenue, significantly reduce costs and enhance key business performance metrics, paving the way for a more prosperous, inclusive and efficient fashion industry.

“AI has immense potential to shape and revolutionize the fashion industry, spanning from retail to supply chain and manufacturing. What we see in AI today is just the beginning — a mere drop in the ocean.”
 

 


How Saudi Arabia is leveraging regenerative tourism to blend luxury with sustainability

Updated 39 min 7 sec ago
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How Saudi Arabia is leveraging regenerative tourism to blend luxury with sustainability

  • Unsustainable tourism is degrading ecosystems, harming biodiversity, and leading to cultural exploitation
  • Red Sea Global’s luxury destinations limit visitors to 1 million per year to ease pressure on the environment

RIYADH: At the heart of Saudi Arabia’s environmental strategy is regenerative tourism, which aims to protect natural habitats through science-led approaches and sustainable practices.

Unlike sustainable tourism, which aims to minimize harm, regenerative tourism strives to improve destinations through conservation, community engagement and science-led initiatives.

This includes implementing eco-friendly infrastructure, protecting biodiversity, and involving local communities in conservation efforts to ensure long-term environmental and economic benefits.

Raed Albasseet, group chief environment and sustainability officer at Red Sea Global, says the real estate company practices “regenerative tourism” with a commitment to operate on renewable energy alone.

“This commitment is not just a tagline; it’s woven into the very infrastructure of our destinations ... integrating sustainability into every phase of design and construction,” he told Arab News.

“Visitors can already experience this firsthand at The Red Sea, where eco-conscious designs are effortlessly integrated into every aspect of their stay.”

The Red Sea, a luxury regenerative tourism destination on Saudi Arabia’s west coast, features world-class resorts. By 2030, it will include 50 hotels, 8,000 rooms and more than 1,000 residences, while capping visitors at 1 million annually to help protect local ecosystems.

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As part of this plan, Red Sea Global has developed the Desert Rock Resort, a newly opened retreat that blends seamlessly with its natural surroundings. Designed to reduce energy use and maximize natural light, its elevated rooms feature large openings that mimic cave mouths, allowing ample daylight to filter in.

Before construction began at the Desert Rock Resort, Red Sea Global partnered with the King Abdullah University of Science and Technology to conduct a comprehensive marine spatial planning simulation.

“This was the largest study of its kind ever undertaken in Saudi Arabia, and it provided crucial data to inform our master plan and minimize our impact on the delicate marine ecosystem,” Albasseet said, adding: “As a result, we limited development to only 22 of the more than 90 islands at The Red Sea destination.”  

The Desert Rock Resort, developed by Red Sea Global, is a retreat that blends seamlessly with its natural surroundings. 

The Desert Rock Resort even repurposed excavated materials, meaning no additional materials were brought in for the main infrastructure.

“We used the mountains’ natural stone for interior and exterior walls and concrete was mixed using local sources of sand and stone,” said Albasseet. “To further reduce on-site disruption and waste, we emphasize pre-fabrication and off-site manufacturing.”

Moreover, Red Sea Global’s hotels and resorts are powered by solar energy, allowing guests to enjoy an eco-friendly destination with a zero carbon footprint.

Albasseet said the backbone of the company’s renewable energy strategy was Red Sea’s vast solar farms, which include hundreds of thousands of photovoltaic panels — more than 750,000 are currently in place.

“These farms generate clean electricity, significantly reducing our reliance on fossil fuels and minimizing our carbon footprint,” he said.

“To ensure a consistent and reliable power supply, even when the sun isn’t shining, we’ve also built one of the world’s largest battery storage facilities at The Red Sea. This … allows us to store excess solar energy generated during the day and use it to power our resorts at night.”

DID YOU KNOW?

• Diriyah, a historic landmark in Riyadh, is being developed sustainably under Vision 2030, earning platinum-level LEED precertification.

• The Farasan Islands, a biodiverse Red Sea archipelago, are being developed for conservation and ecotourism.

• Soudah Development is transforming Saudi Arabia’s southern region into a luxury destination with a focus on ecosystem restoration.

This reliance on solar power extends beyond Red Sea Global’s resorts and hotels.

“It also powers Red Sea International Airport, putting it on track to become the region’s first airport powered entirely by renewable energy,” Albasseet said. “Even our 5G network, a crucial component of modern connectivity, runs on solar energy, making it the world’s first sunlight-powered network.”

A wider view of the Desert Rock resort, a luxury destibation set in a hidden valley and nestled between the mountains near Umluj governorate in Tabuk region. (Red Sea Global photo) 

Shebara and Desert Rock, which opened to guests last year, have integrated advanced water systems and water-saving strategies through smart irrigation systems that optimize water use.

“A key element of our water conservation efforts is the implementation of closed-loop systems. Notably, at Desert Rock we have advanced water retention and distribution systems that capture rainwater,” Albasseet said.

“This captured rainwater is being used to sustain the surrounding wadi, revitalizing the local ecosystem and minimizing reliance on external water sources.

“The resort’s design also incorporates water-efficient fixtures and landscaping, further reducing water usage in day-to-day operations. This integration of natural water systems into the resort’s design demonstrates our commitment to working with, rather than against, the natural environment.”

Soudah, a luxurious mountain destination 3,015 meters above sea level in the Asir region of Saudi Arabia, is more than just a mountain retreat. It  offers a range of immersive natural experiences and the opportunity to celebrate the cultural abundance of the region. (Soudah Development photo)

The consequences of unsustainable tourism are far-reaching, ranging from the degradation of delicate ecosystems and biodiversity loss to the exploitation of local communities and cultural commodification. “The current trajectory is simply not viable,” Albasseet said.

“Encouraging sustainable tourism practices is no longer a choice but a necessity for the future of our planet and the travel industry itself … The industry’s contribution to greenhouse gas emissions, estimated at 8 percent globally, underscores the urgent need for transformative change.

“This is not simply about minimizing negative impacts; it’s about actively restoring and regenerating the destinations we cherish.”

Furthermore, he added: “These practices undermine the very foundation of the tourism industry, jeopardizing the natural and cultural assets that attract visitors in the first place.

“The increasing awareness of these issues among travelers, coupled with global commitments like the Paris Climate Agreement and the UN Sustainable Development Goals, further reinforces the need for the industry to embrace sustainability.”
 

 


The 11th Saudi Film Festival returns in April

Updated 14 February 2025
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The 11th Saudi Film Festival returns in April

  • Theme for 2025 edition is “Cinema of Identity,” exploring how film reflects and shapes individual, national and cultural identity

DHAHRAN: The 11th Saudi Film Festival will take place from April 17 to 24 at the King Abdulaziz Center for World Culture, also known as Ithra, in Dhahran.

Organized by the Cinema Association, in partnership with Ithra and supported by the Film Commission of the Ministry of Culture, this year’s festival includes screenings, educational events and networking opportunities.

The theme for this edition is “Cinema of Identity,” exploring how film reflects and shapes individual, national and cultural identity.

The program will feature a mix of local and international films, with a particular focus on how these works navigate the complexities of identity in a globalized world.

The films selected for this program will examine how identity is influenced by heritage, cities and personal experiences, and highlight the challenges and transformations that individuals and societies undergo in response to these influences.

This year’s festival will honor Ibrahim Al-Hasawi, one of Saudi Arabia’s most renowned actors, whose legacy spans over three decades.

Al-Hasawi has been an influential figure in Saudi entertainment, contributing to numerous theatrical productions, TV shows like “Tash Ma Tash” and “Bayni Wa Baynak,” and films such as “Hajjan,” “Zero Distance,” and the recent “Hobal.”

The festival will celebrate his immense contributions to the arts and his significant role in shaping Saudi cinema.

In addition to the spotlight on Saudi cinema, the 11th Saudi Film Festival will feature a special program focused on Japanese cinema.

This segment will showcase a selection of independent Japanese films, offering audiences a chance to experience Japan’s unique cinematic traditions and cultural identity.

The Japanese program will further enhance the festival’s mission to foster cross-cultural dialogue and broaden the perspectives of Saudi audiences.

Throughout the festival, attendees will have the chance to immerse themselves in a wide range of activities beyond just screenings.

There will be panel discussions with industry experts, offering insights into the future of Saudi cinema and the evolving role of identity in filmmaking.

Masterclasses will be conducted by seasoned filmmakers and industry professionals, covering key aspects of the filmmaking process such as directing, cinematography and scriptwriting.

The festival will also provide opportunities for one-on-one meetings with experts, where filmmakers can receive personalized feedback and advice on their projects.

For those looking to take their work further, private pitching sessions will be available, giving filmmakers the chance to present their ideas to potential investors and distributors.

Additionally, book signings will give audiences the chance to meet authors and filmmakers who have contributed to the festival, deepening their understanding of the creative processes behind the films.

Tickets can be purchased on the Ithra website.


Jeddah celebrates global culinary extravaganza at Food Culture Festival

Organized by the Culinary Arts Commission in partnership with the Quality of Life Program. (Supplied)
Updated 15 February 2025
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Jeddah celebrates global culinary extravaganza at Food Culture Festival

  • Festival heads west after successful events in Alkhobar and Riyadh
  • Workshops, musical performances, and global cuisine on offer

JEDDAH: After successful events in Alkhobar and Riyadh, the much-anticipated Food Culture Festival is taking place at Jeddah’s Wonder District from Feb. 12 to 16.

Organized by the Culinary Arts Commission in partnership with the Quality of Life Program, the event showcases a rich blend of local and international culinary experiences.

The festival in Jeddah features four zones, each offering a different aspect of the culinary world.

Organized by the Culinary Arts Commission in partnership with the Quality of Life Program. (Supplied)

In the food exhibitors’ area, attendees can savor various cuisines, from traditional Saudi dishes to international delicacies, allowing them to embark on a gastronomic journey around the world without leaving the city.

Leo Wen, CEO and co-founder of Whoa Tea, which offers authentic Chinese drinks and sweets like Tang Hu Lu (candied fruit snack) and coconut cubes, said: “It’s exciting to introduce these unique flavors through this festival, and the response has been overwhelming.

“Our goal is not only to provide a delicious experience but also to share the rich heritage behind these drinks and desserts, showcasing the diversity of Chinese culinary traditions.”

FASTFACTS

• The festival in Jeddah features four zones, each offering a different aspect of the culinary world.

• In the food exhibitors’ area, attendees can savor various cuisines, from traditional Saudi dishes to international delicacies, allowing them to embark on a gastronomic journey around the world without leaving the city.

• The festival’s theater area features live performances, from guitar and vocal acts to Arabic music bands.

Noura Abdullah, founder of Soma, a Saudi brand known for its signature grape leaves, as well as dishes like grape leaves fatteh, musakhan, kibbeh, and fresh juices made from carefully selected ingredients, said: “Everything we serve is homemade, with our signature dish, the grape leaves, being particularly popular.

Guests will also get a chance to watch live cooking demos. (Supplied)

“I started in Alkhobar, then expanded to Riyadh, and now, by participating in this festival in Jeddah, I’m exploring the possibility of franchising Soma.

“The positive feedback from visitors has been incredible, especially (for) the grape leaves. Their response has been very encouraging and motivates me to bring Soma to even more people.”

Ahmed Imran, owner of My Makan, the only Malaysian restaurant in Jeddah, told Arab News: “Festivals like this bring together diverse cultures, and food is the perfect medium to unite people from all walks of life.

Visitors can enjoy a diverse range of culinary offerings from around the world. (Supplied)

“It’s truly amazing to see such a celebration of global cuisines, and I’m excited to introduce authentic Malaysian dishes to the visitors. It’s also heartwarming to witness the positive response from the community towards Malaysian cuisine.”

The festival also welcomes food truck owners, offering them an opportunity to showcase their food and attract new customers.

Al-Baraa Yahy, who owns Protein Dose, a food truck based in Al-Safa district, said the festival has given her the opportunity to introduce her products to a wider audience.

Visitors can enjoy a diverse range of culinary offerings from around the world. (Supplied)

“I’m grateful for the chance to showcase my offerings through such a fantastic platform,” she said.

For those eager to enhance their culinary skills, the workshops area offers hands-on experiences with activities such as sushi making, food decoration, pasta crafting, and even food photography, with a special focus on the flavors of Singapore.

Live cooking demonstrations will also allow guests to witness the magic of food preparation firsthand.

Sadellah Zakaria, an Italian chef, and Mokhtar Mahdy, an Egyptian chef, teach festivalgoers how to make pasta like fettuccine and ravioli from scratch with their workshop.

“These workshops are a great way for attendees to not only learn valuable culinary skills but also connect with the craft of making fresh pasta. Even children can join and enjoy this immersive experience,” Zakaria said.

The festival’s theater area features live performances, from guitar and vocal acts to Arabic music bands and Indian Bharatanatyam dancers.

Additionally, roaming performances like living statues, an interactive parade, and a Chinese dragon dance add to the event’s festive atmosphere.

The kids’ area offers a chance for children to get involved in cooking workshops and farm activities, participate in friendly competitions, and unleash their creativity in a safe and educational environment.

Mohammed Hussein, who came along with his family said: “It’s great that the workshops let kids get involved and try things out for themselves. Plus, the festival has this cool passport challenge where you get a stamp every time you visit a different zone.”

Ghadeer Abdullah, a visitor from Makkah, said: “The best part of the festival is definitely the weather. It’s so pleasant that we’re enjoying all the zones. The kids’ zone is especially engaging. My children spent almost an hour completing the workshop, and they loved every minute of it.”

 


Focus on creating books for young readers at Jazan Book Fair

Updated 14 February 2025
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Focus on creating books for young readers at Jazan Book Fair

  • The aim of the workshop was to introduce the concept of short stories for young adults, what attracts them, and how their needs vary based on their age

JAZAN: The cultural program accompanying activities at Jazan Book Fair 2025, organized by the Literature, Publishing and Translation Commission, featured a special workshop titled “Writing Short Stories for Young Adults,” presented by Noura Abiri.

The aim of the workshop was to introduce the concept of short stories for young adults, what attracts them, and how their needs vary based on their age, the Saudi Press Agency reported.

The workshop explored methods for writing short stories for young adults, emphasizing the need for an engaging and fluid style that balances simplicity with depth, and touches on topics close to their interests, such as selecting an appealing and impactful idea relevant to youth, including themes such as friendship, courage, achieving dreams, self-acceptance, adventures, science fiction, or even social issues such as bullying or academic pressure.

It also highlighted the importance of creating a protagonist close to the reader’s world in age or experience.

The Jazan Book Fair 2025 is at the Prince Sultan Cultural Center until Feb. 17 and provides a rich cultural program featuring poetry evenings and literary discussions.

 


Saudi Arabia launches first recycling program for pilgrim garments

The scheme is a move toward sustainable religious practices and marks a new approach to handling pilgrim garments. (SPA)
Updated 14 February 2025
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Saudi Arabia launches first recycling program for pilgrim garments

  • The project is a partnership with the Saudi Investment Recycling Co., a leading waste management and circular economy company, and Tadweem, a pioneer in sustainable fashion

JEDDAH: The Saudi Fashion Commission launched its innovative “Sustainable Ihram” initiative at the Islamic Arts Biennale on Friday.

The scheme is a move toward sustainable religious practices and marks a new approach to handling pilgrim garments. It aims to transform discarded Ihram clothing into new, sustainable items by collecting and sorting textile waste from Hajj pilgrims.

The project is a partnership with the Saudi Investment Recycling Co., a leading waste management and circular economy company, and Tadweem, a pioneer in sustainable fashion.

Technical support comes from textile specialist Sanko Group, working in conjunction with Re&Up, which will provide innovative recycling technology to process the garments.