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

Short Url
Updated 17 January 2025
Follow

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.”

Opinion

This section contains relevant reference points, placed in (Opinion field)

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.”
 

 


Saudi Cabinet reviews regional developments, approves key agreements

Updated 11 February 2025
Follow

Saudi Cabinet reviews regional developments, approves key agreements

  • Ministers reject Israeli statements advocating displacement of Palestinians
  • Meeting praises Kingdom’s economic diversification efforts

RIYADH: Crown Prince Mohammed bin Salman chaired the weekly Cabinet session in Riyadh on Tuesday, where key regional and international issues were discussed and agreements aimed at enhancing the Kingdom’s global partnerships were approved, the Saudi Press Agency reported.

The crown prince briefed the Cabinet on his recent phone calls with Jordan’s King Abdullah II and UAE President Sheikh Mohammed bin Zayed Al-Nahyan.

The Cabinet strongly rejected Israeli statements advocating the displacement of Palestinians, reaffirming Saudi Arabia’s commitment to the Palestinian cause. The ministers said that lasting peace could be achieved only through the two-state solution and peaceful coexistence.

The session highlighted the Kingdom’s growing influence in multilateral organizations, particularly its recent election to the Executive Committee of the International Association of Anti-Corruption Authorities. The achievement reflects global recognition of Saudi Arabia’s efforts to combat corruption and promote transparency.

On the domestic front, the Cabinet praised the continuing economic diversification efforts, particularly the launch of the King Salman Automobile Manufacturing Complex, which is expected to boost the economic contribution of the non-oil sector and support the National Industry and Logistics Development Program.

The ministers commended the completion of the Financial Sustainability Program’s executive plan, which aims to enhance spending efficiency, develop revenue streams and strengthen Saudi Arabia’s economic resilience under Vision 2030.

The Kingdom’s top ranking on the security index for the Group of 20 industrialized and emerging-market nations was also recognized as a testament to its leadership in ensuring stability and prosperity.

During the session, the Cabinet approved several agreements to strengthen Saudi Arabia’s international partnerships. In the field of security cooperation, ministers signed a deal with Jordan to combat narcotics trafficking, while on the diplomatic front, a mutual visa exemption deal was finalized with the Solomon Islands for holders of diplomatic, special and official passports.

Economic and trade relations were also discussed, with the Cabinet authorizing negotiations for a political consultations memorandum with Armenia and approving a commercial cooperation agreement with the Maldives.

A new partnership was also established with Oman in the field of economy and planning, while a separate memorandum of understanding was signed with Qatar to enhance financial cooperation. The government also approved an agreement with Serbia to avoid double taxation and prevent tax evasion.

In the cultural and scientific fields, a memorandum of understanding was signed with Morocco’s Hassan II Mosque Foundation to promote traditional arts, while another was agreed with the UK’s Meteorological Office for cooperation in meteorology.

Transport and infrastructure initiatives were also on the agenda, with the approval of an agreement with Egypt to enhance maritime connectivity and passenger transport in the Gulf of Aqaba. In the financial sector, the Cabinet endorsed a new partnership to enhance cooperation between the Saudi Central Bank and the Central Bank of Turkiye.

The Cabinet also approved amendments to the Public Prosecution Law and the Board of Grievances Law, adding experienced professionals to their respective councils. Additionally, key promotions were confirmed, including the appointment of Abdul-Moneim bin Abdul-Rahman bin Saleh Al-Mahmoud as an ambassador at the Ministry of Foreign Affairs.


Saudi paralympic ball game helping empower people with disabilities

Boccia, a precision ball game, was introduced into the Paralympic Games in 1984 and has since rocketed in popularity. (SPA)
Updated 11 February 2025
Follow

Saudi paralympic ball game helping empower people with disabilities

  • Boccia uses six leather balls per side and can be played by individuals, pairs, or teams of three

RIYADH: The sport of boccia is helping to empower people living with severe physical disabilities across the Kingdom, the head of its governing body said.

The precision ball game, which is related to bowls and petanque, was introduced into the Paralympic Games in 1984 and has since rocketed in popularity.

Boccia, a precision ball game, was introduced into the Paralympic Games in 1984 and has since rocketed in popularity. (SPA)

Mohsen Al-Ismail, president of the Saudi Boccia Federation, said his organization was committed to promoting the sport throughout the Kingdom and helping nurture talent, the Saudi Press Agency reported.

When the game was introduced to the Paralympics it was designed to be played by people with cerebral palsy but now includes athletes with other disabilities affecting motor skills.

FASTFACTS

• Mohsen Al-Ismail, president of the Saudi Boccia Federation, said his organization was committed to promoting the sport throughout the Kingdom and helping nurture talent.

• In 1984, the sport attracted just 19 athletes from five countries. In 2024, there were 116 players from 75 countries.

In 1984, the sport attracted just 19 athletes from five countries. In 2024, there were 116 players from 75 countries.

Al-Ismail said the sport helped individuals with cerebral palsy, particularly those with nerve issues, by improving balance, stimulating blood circulation, strengthening muscles and supporting motor rehabilitation.

Boccia uses six leather balls per side and can be played by individuals, pairs, or teams of three. The aim is for players to throw their balls as close as they can to a white target ball, or jack.

The game dates back to ancient Greece and Egypt and its name is derived from the Latin word for “boss.”

 


Saudi Arabia tops G20 Safety Index, GASTAT report says

Updated 11 February 2025
Follow

Saudi Arabia tops G20 Safety Index, GASTAT report says

RIYADH: Saudi Arabia has ranked first among G20 countries in public safety perception, with 92.6 percent of the Kingdom’s population feeling safe walking alone at night in their residential areas, according to the 2023 Safety Index Publication issued by the General Authority for Statistics.

The data, drawn from the Global Sustainable Development Goals Indicators Database, highlights the effectiveness of government initiatives aimed at enhancing security and quality of life across the country, the Saudi Press Agency reported.

GASTAT said the results reflected the contributions of various government sectors in ensuring the safety of individuals across all regions and governorates.

Saudi Arabia’s ranking aligned with its broader efforts as part of the Saudi Vision 2030 to enhance stability and well-being across multiple domains, including economic, food, environmental, health, social, political, intellectual, technological, and cybersecurity safety, SPA added.

The Safety Index Publication was a key outcome of the 2023 Household Socio-Economic Survey, which assessed various aspects of economic and social life in Saudi Arabia, including residents’ perceptions of safety in their local communities.


Saudi Arabia’s real estate giant ROSHN using AI to enhance efficiency, improve services

Pablo Sanz, Executive Director of Digital Products at ROSHN Group speaks to Arab News at LEAP 2025. (AN photo)
Updated 11 February 2025
Follow

Saudi Arabia’s real estate giant ROSHN using AI to enhance efficiency, improve services

  • Technology helps build 3D models, automate procurement, executive says
  • State-owned developer has plans to build fully integrated communities in 9 cities

RIYADH: State-owned property developer ROSHN said it is using artificial intelligence across its operations to enhance efficiency, improve the customer experience and support its sustainability efforts.

Speaking to Arab News on the sidelines of the LEAP 2025 technology conference in Riyadh, Pablo Sanz, executive director of digital products, said: “We are deploying multiple AI agents … so we can serve you better or we can solve your problems in a more convenient way.”

The move was part of the company’s broader strategy to simplify processes and improve accessibility, to assist customers with purchases, moving in and managing services, he said.

Sanz said AI-powered tools were being used to create 3D models of buildings, automate the procurement process, streamline construction, reduce waste, improve efficiency and analyze data on real estate markets.

ROSHN recently partnered with Google Cloud to enhance its AI capabilities. The collaboration is designed to improve data-driven decision making and ensure the company’s developments align with the goals of Saudi Vision 2030 for smart and sustainable cities.

“AI is changing how we do a lot of things,” Sanz said. “The human touch is still important, but AI allows us to work faster and make processes more convenient in many areas, from customer interactions to supplier relationships.”

ROSHN has plans to build fully integrated communities in nine cities across the country and is a key player in the Kingdom’s goal to achieve 70 percent home ownership by 2030.

 


Experts weigh improving sustainability while remaining profitable

Updated 11 February 2025
Follow

Experts weigh improving sustainability while remaining profitable

  • Significant investment needed to meet UN SDGs
  • Sustainable ecosystem, supply chains crucial

RIYADH: Experts at a Riyadh conference have discussed the challenge of improving sustainable practices while remaining profitable.

Javed Akbar, chief governance, risk, insurance and compliance officer at chemical manufacturer Tasnee, spoke to Arab News on the sidelines of the World ESG Summit in Riyadh on Tuesday.

“Balancing itself is a challenge, in terms of achieving economic goals and sustainability development goals,” he said.

“Significant spending” is required to achieve sustainability goals,” Akbar added.

A 2024 UN report found that between $2.5 trillion to $4 trillion needs to be spent annually to meet the organization’s sustainable development goals.

Akbar said businesses that are “primarily for profit” struggle to focus on sustainability.

Another challenge businesses face is the lack of a strong sustainable ecosystem, he said.

For example, some businesses may have positive intentions and want to invest in sustainability goals, but other partners may not share these goals.

Muna Abdulkadir Al-Amer, general manager at Naqaa Solutions for Environmental Services, spoke to Arab News about the financial benefits of sustainability.

When asked about how companies could balance economic growth and environmental protection, she said: “It actually goes hand in hand. We can provide it in a model where it can be profitable as well and has some sort of financial sustainability for the client.”

She highlighted how green practices can be profitable, saying: “When you are recycling, the materials that you are collecting, after they are segregated and cleaned, are worth money.

“When we sell them for the recycling factories, they are worth money and this money goes back to the client.”

However, she added that Naqaa’s primary focus was sustainability and not profitability.

This results in reducing waste and encouraging environmental protection, while “the financial return will go back to you,” Al-Amer said.

Naqaa was founded in 2011 as a university project between Al-Amer and her friends. Soon after the group graduated from Dar Alhekma University in Jeddah, they began receiving clients, including international companies aiming to improve sustainability efforts.

Finally, focusing on economic growth and environmental protection can bring a sense of social responsibility for people toward their societies, as collaborative work can make a difference for the overall ecosystem, Al-Amer said.

“What we are looking for is the social impacts of it there, where they (employees) come to a working environment and they are engaging in a bigger purpose in the organization they work at,” said Al-Amer.