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

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

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

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.â€

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.â€

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.â€

Opinion

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

º£½ÇÖ±²¥â€™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 º£½ÇÖ±²¥, 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.â€

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.â€
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Saudi minister of health holds talks with Syrian minister of cultureÌý

Saudi minister of health holds talks with Syrian minister of cultureÌý
Updated 03 October 2025

Saudi minister of health holds talks with Syrian minister of cultureÌý

Saudi minister of health holds talks with Syrian minister of cultureÌý
  • Yassin Saleh, the Syrian minister,Ìýgiven a tourÌýof MOH'sÌýSeha Virtual HospitalÌýcommand and control center
  • TheÌývirtual hospital has facilitated access to specialized medicalÌýconsultations for the Syrian health ministry

RIYADH: Saudi Minister of Health Fahad Al-Jalajel received Syrian Minister of Culture Mohammed Yassin Saleh at the ministry’s headquarters in Riyadh on Thursday, the Saudi Press Agency reported.

During the meeting, aspects of joint cooperation were discussed in support of integration in the fields of culture and health, in addition to the exchange of expertise and experiences that contribute to promoting health culture in Syria and reflect the combined efforts of the two sectors in serving humanity and enhancing quality of life.

The visit included a tour by Saleh of the command and control center and the Seha Virtual Hospital, which is considered the largest of its kind globally in providing remote healthcare services through digital technologies and artificial intelligence.

During the tour, the experience of digital connectivity between the virtual hospital and the Syrian Ministry of Health was reviewed, which has facilitated access to specialized medical consultations and connected health cadres between the two countries, enhancing the benefit from digital solutions in developing health services.


 


Comedy legends tickle funny bones at mega comic festival in Riyadh

Comedy legends tickle funny bones at mega comic festival in Riyadh
Updated 02 October 2025

Comedy legends tickle funny bones at mega comic festival in Riyadh

Comedy legends tickle funny bones at mega comic festival in Riyadh

RIYADH: As the world’s biggest comedy festival keeps cranking up the laugh-o-meter in Riyadh, Arab News went behind the scenes to get an exclusive from some of the biggest names in the industry.

Russell Peters, a Canadian comic known for his cultural and social commentary and spot on impressions, was happy to be back for his fourth performance in the Kingdom — the only comedian with a three-night slot. Peters performed on Thursday and will continue his gigs until Oct. 4  before continuing the Middle East leg of his “Relax World Tour†in Qatar, Kuwait, Oman, and the UAE.

His first performance was in 2016 during his “Almost Famous World Tour†in Riyadh. He later came back to perform at the Muraya Theater in AlUla in 2022, and then later again in Riyadh at Princess Nourah University in 2024.

“Just to see how fast you guys have changed from, for lack of a better term, the old way, to now. It’s pretty impressive. It’s great how you guys managed to do this,†he said.

When it comes to deciding where to throw in which digs, Peters said you have to adapt to your audience.

“Wherever you go … there’ll be references you got to change. You know, just today, when I was taking a shower, I started thinking ‘oh, wait, I can’t really do that here, because you’re not really going to get that.’ So now my brain starts going into overdrive where it’s like, all right, figure out what the connection is between these two and find the common ground and drop it in there. You know, who do they make fun of? They make fun of the Bahrainis…â€

Peters also expressed what a significant milestone this festival is for the Kingdom and for correcting many of the misconceptions surrounding it from the outside world.

“The rest of the world has their impression of what º£½ÇÖ±²¥ is. And if you’ve never been here, you’re going to picture something that’s a very old picture of what this country once was.

“And so it’s really unfair that you get pigeonholed like that. And so … for all these top guys in the game, coming here and seeing it firsthand and completely changing all their minds, because it’s not like you had to convince them, once they got here that it’s not what they thought it was. They immediately see that.â€

The Riyadh Comedy Festival has over 50 comedians lined up to take the stage from Sept. 26 through Oct. 9.

“Comedy is like high school,†Peters said.

“And then you have my graduating class — Dave Chapelle, Bill Burr, Louis CK. Then, you got Kevin Hart and those guys in the next grade behind us, Andrew Schulz … it’s just really cool to see the groups of people coming in.â€

With every comic constantly learning from their predecessors, this art form is always evolving — one leads to the other, Peter said. No art can exist in solitude.

Peters left us with a fun anecdote about his favorite audience interaction during a performance in Manchester, England, when a viewer threw him his next punchline for free.

“There was a Chinese guy in the audience. And, he was a little heavy, and he said his name was Henry. And I said, ‘What’s your Chinese name?’ And his Chinese name was Chung Ki. And I go, your name is Chung Ki, and you’re chunky. I mean, this is amazing. These are the moments right in your pocket. So, people were like, that had to be set up. I go, no, I wish, they could never set that up. That was so perfect.â€

At a time when most of us are glued to our screens waiting urgently for the next tragic news update, praying for our families in Gaza, the West Bank, Syria, Lebanon, and others, comedy can be a sliver of light to keep the hope alive.

“The whole world needs a good laugh, right? The Middle East especially. But, I mean, that’s the thing you want to take their mind off. You want to let them escape for an hour. Will there be mention of it at some point?Possibly, but hopefully you do it in the right way.â€

American comedian and “Roastmaster General†Jeff Ross shared similar sentiments on the power of joke-telling.

Russell Peters is the only comedian to get three-night slots.

“Laughter is healing. And I feel like when people laugh together, it makes the world smaller, and I came all the way from New York to make people laugh. I think it makes the world a little bit smaller.â€

This is Ross’s first visit to the Kingdom. He first went on stage as the opening act for close friend Gabriel Iglesias “Fluffy†on Wednesday night before taking over for his own show Thursday night, and he has got a few insider tips to prepare.

“I talked to Dave Chappelle this morning. He said that the crowds were superb, and he even told me which bits of mine that I should do that they would love so I feel well prepared, and I love a new adventure, and I love a new audience who’s never seen me before. It gets me super excited.â€

And fear not, Saudi fans — the “Roastmaster General†does not plan on holding back on this audience.

“Nobody flies me across the world to go easy. Nobody wants their medicine watered down,†he said.

“I’m like a tiger prancing, prowling the stage, just looking for things.â€

And inspiration is everywhere, Ross added. Just driving around the city, he thought how ironic it is that the country is home to the fastest street circuit in Formula 1 (Jeddah Corniche Circuit) yet cars drive unbelievably slow in the heavy traffic every other day.

“Riyadh is like Vegas. But the real gamble here is trying to merge into traffic.â€

And on his favorite audience interaction moments so far, Ross said: “It’s kind of like the way Tom Brady talks about Super Bowls, whichever one’s next.â€

No stranger to the Saudi stage, Iglesias rocked the nation with his 2013 special “Fluffy visits º£½ÇÖ±²¥â€ after his first performance in the Kingdom earlier that year.

His approach was to make lighthearted fun of huge cultural differences between º£½ÇÖ±²¥ and the West. At a time when men and women sat separately and women were expected to be fully covered up, Iglesias turned what could have been an uncomfortable moment into a hilarious set that truly resonated with the Kingdom’s people.

“I think the fact that comedy is so mainstream now, whereas when I first came here, it wasn’t, it was very much a thing where people were trying to understand what is it? How does it work? What is acceptable? What’s not acceptable?

“And I think now it’s evolved to a point where anyone and everyone is welcome to be here and be humorous and just be themselves, which I think is really cool.â€

The scale of this moment here in Riyadh and what it means for both the Kingdom and the Middle East is evident to Iglesias, who praised the amount of talent present at “the biggest comedy festival of all time.â€

A veteran in the game, Iglesias has his own comic heroes who he takes inspiration from as well — one of whom is Peters.

“The people that … made me want to be part of events and things like this is someone like Russell Peters, who was one of the people that was performing internationally when I first got started. I’d hear stories of him performing around the world, and the first time I got a chance to perform in the Middle East was with Russell. So I credit him a lot for inspiring a lot of comics to want to take that next step and go outside, think outside the box.â€

Iglesias also said that there is so much new talent out there to watch out for, doubling and tripling every year, so much so that it is hard to keep up as comedians and the stand up scene continue to grow.


Saudi and Qatari defense ministers discuss strengthening military ties

Saudi and Qatari defense ministers discuss strengthening military ties
Updated 02 October 2025

Saudi and Qatari defense ministers discuss strengthening military ties

Saudi and Qatari defense ministers discuss strengthening military ties

RIYADH: Prince Khalid bin Salman, º£½ÇÖ±²¥â€™s Minister of Defense, held a phone conversation on Thursday with his Qatari counterpart Sheikh Saud bin Abdulrahman bin Hassan Al-Thani, the Saudi Press Agency reported.

The two officials reviewed the longstanding fraternal relations between º£½ÇÖ±²¥ and Qatar in the defense sector and explored ways to further strengthen cooperation.

They also discussed regional and international developments of mutual interest.


Saudi FM participates in discussion on peace between Palestine and Israel at Munich Leaders Meeting in AlUla

Saudi Foreign Minister Prince Faisal bin Farhan participates in panel discussion on peace pathways between Palestine and Israel.
Saudi Foreign Minister Prince Faisal bin Farhan participates in panel discussion on peace pathways between Palestine and Israel.
Updated 02 October 2025

Saudi FM participates in discussion on peace between Palestine and Israel at Munich Leaders Meeting in AlUla

Saudi Foreign Minister Prince Faisal bin Farhan participates in panel discussion on peace pathways between Palestine and Israel.
  • Panel discussion addressed the latest developments regarding the war in Gaza, efforts to achieve a ceasefire, and related international initiatives

RIYADH: Saudi Foreign Minister Prince Faisal bin Farhan participated in a panel discussion on peace pathways between Palestine and Israel during the Munich Leaders Meeting in AlUla on Thursday.

The session was attended by Palestinian Prime Minister Mohammad Mustafa via video call and French Minister for Europe and Foreign Affairs Jean-Noel Barrot, the Saudi Press Agency reported.

The panel discussion addressed the latest developments regarding the war in Gaza, efforts to achieve a ceasefire, and related international initiatives, SPA added.

It also highlighted the declarations made by numerous countries recognizing the State of Palestine, as part of advancing the implementation of the two-state solution and enhancing stability in the region.

The session also discussed the importance of implementing all international resolutions, ending human suffering, and supporting efforts to facilitate the entry of humanitarian aid into Gaza.

It also referred to the High-level International Conference for the Peaceful Settlement of the Question of Palestine and the Implementation of the Two-State Solution, co-chaired by º£½ÇÖ±²¥ and France, which resulted in an international consensus on the importance of implementing the conference’s declaration aimed at peace, prosperity, and ending the protracted Palestinian–Israeli conflict.


Saudi Film Commission publishes first annual report highlighting industry growth

Saudi Film Commission publishes first annual report highlighting industry growth
Updated 02 October 2025

Saudi Film Commission publishes first annual report highlighting industry growth

Saudi Film Commission publishes first annual report highlighting industry growth
  • The report, released this week, outlined key achievements across the Kingdom’s film sector

RIYADH: The Saudi Film Commission released its inaugural annual report earlier this week, which provided an overview of the Kingdom’s film sector in 2024, the Saudi Press Agency reported.

The report, released this week, outlined key achievements across incentive programs, infrastructure development, festivals and awards, audience and revenue metrics, talent development, and film preservation and archiving.

It showcased the Kingdom’s steady progress in recent years and its ambition to establish º£½ÇÖ±²¥ as a regional and international hub for the film industry.

According to the publication, national incentive programs supported 64 projects, generating more than SR1.08 billion ($288 million) in local expenditure.

Infrastructure developments, including JAX Studios and NEOM Media Village, are highlighted as pivotal to expanding production capacity, while university programs, workshops and specialized training labs have contributed to the qualification and development of Saudi talent, the report added.

In 2024, more than 17.5 million cinema tickets were sold across the Kingdom, with cinema infrastructure expanding to 64 locations and 630 screens.

The number of production companies reached 65, and 14 projects received additional support through incentive programs, with total production spending on supported films amounting to just over SR93 million.

Festivals and events also saw strong engagement, with more than 75,600 participants attending the Red Sea International Film Festival, the Saudi Film Festival, and the Gulf Cinema Festival.

The 2024 Saudi Film Confex drew about 70,000 visitors, resulting in 24 agreements valued at SR226 million. Saudi films continued to gain international recognition, winning 50 awards at festivals worldwide.

The report is intended as a trusted reference for industry stakeholders, professionals and the public, reflecting the Saudi Film Commission’s efforts to consolidate º£½ÇÖ±²¥â€™s role as a leader in the global film sector, SPA added.

The full report is available .