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
Short Url
Updated 17 January 2025
Follow

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.”

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.”

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’s native wildflowers play a vital role in sustainability

How Saudi Arabia’s native wildflowers play a vital role in sustainability
Updated 21 June 2025
Follow

How Saudi Arabia’s native wildflowers play a vital role in sustainability

How Saudi Arabia’s native wildflowers play a vital role in sustainability
  • The Kingdom blooms with wildflowers each spring, marking renewal, supporting biodiversity, and enriching cultural traditions
  • Hummayd, a native desert herb, thrives in arid climates and is prized in Saudi culinary and ecological heritage

JEDDAH: In the vast deserts of Saudi Arabia, a humble, yet remarkable, wildflower makes its mark each spring — Rumex vesicarius, known locally as hummayd.

Native to the Arabian Peninsula, this fast-growing plant thrives in sandy soils and plays a significant role in both the natural ecosystem and local culinary traditions.

“Hummayd is an annual herbaceous plant native to Saudi Arabia and widely distributed across its regions,” Arwa Alotaibi, a native plant researcher, told Arab News.

“Scientifically known as Rumex vesicarius, it belongs to the Polygonaceae family, commonly referred to as the dock or sorrel family.”

Hummayd is well adapted to desert conditions and is often found flourishing in arid environments. Its triangular green leaves and red or green flowers distinguish it from other wild plants. It typically grows to around half a meter in height and remains evergreen throughout its life cycle.

Due to its drought tolerance and minimal water requirements, hummayd is suited to Saudi Arabia’s harsh urban and desert climates, said Alotaibi.

“It is particularly abundant in the southern regions of the Kingdom, where rainfall is more consistent, followed by the Hijaz region, Najd, and the northern areas.”

Rumex vesicarius, known locally as hummayd, is an annual herbaceous plant native to Saudi Arabia and widely distributed across its regions. (SPA)

For generations, hummayd has held a special place in Saudi culinary traditions.

The plant can be eaten raw, with bread, or incorporated into tangy stews, Alotaibi said. In the Jazan region, it is especially prized for its unique acidic flavor.

“Rich in vitamin C, the plant aids digestion and helps reduce water retention, making it both flavorful and nutritious.”

Its cultural relevance is captured in a well-known Saudi proverb: “Spring has arrived with the coming of hummayd,” signifying the plant’s role as a seasonal marker of renewal and abundance.

Beyond its culinary and cultural value, hummayd is also ecologically beneficial, serving as vegetative ground cover, helping to stabilize hillsides, rehabilitate degraded land, and enrich green open spaces.

“Its presence supports biodiversity in desert ecosystems, providing a food source for animals such as camels, sheep, and rabbits,” Alotaibi said.

It is a tough plant that grows well in sandy, dry areas with very little water. It can survive harsh desert conditions and still remain green. (SPA)

As such, with its resilience, versatility, and deep cultural roots, hummayd is more than just a wildflower — it is a symbol of spring, sustainability, and Saudi heritage.

During spring, the Kingdom bursts with a bouquet of delicately fragranced wildflowers, blanketing the normally sandy landscape with a beautiful color palette.

The typical blooming period starts from February to April, with slight variations depending on plant type and geographic elevation. Some flowers may bloom as early as January, especially in the warmer southern regions, while others in elevated areas flower later.

“Wildflowers bloom across Saudi Arabia each year, with blooming seasons varying by region depending on plant type and climate,” Alstine Van Joshua, co-founder of the Saudi Botanical Society, told Arab News.

“In general, wildflowers bloom during spring, especially after winter rains when temperatures become moderate and there is sufficient soil moisture.”

Humaid (Rumex vesicarius) is an edible wildflower that blooms in the Saudi desert during the spring. It is seen as a sign the season of growth and renewal has arrived. (SPA)

In the northern regions, areas such as Jouf experience a burst of wildflowers following winter rainfall, while in the southern highlands, areas such as Asir and Al-Baha, known for their cooler climate and high elevations, support a wide range of wildflower species.

Najran and Jazan also boast rich plant diversity, especially among the region’s deep valleys and high mountain areas.

Even in the Kingdom’s eastern and central deserts, wild desert flowers grow in sandy and wadi environments, typically after prolonged rainfall.

These plants are highly adapted to the harsh climate and require minimal water, making them an effective tool in combating desertification and restoring ecological balance.

It is a tough plant that grows well in sandy, dry areas with very little water. It can survive harsh desert conditions and still remain green. (SPA)

“Native plants contribute to biodiversity by providing natural habitats for various creatures, such as birds and bees,” said Van Joshua.

“Their value extends beyond the environment to include cultural and heritage dimensions, as they are traditionally used in folk medicine and decoration during social occasions, especially in regions such as Najran, Asir, and Jazan.

“Reviving this vegetation reflects a deep commitment to protecting nature, improving quality of life, reducing carbon emissions, and achieving net-zero goals.

“It also supports the creation of a more resilient and sustainable environment that secures natural resources and green spaces for future generations.”

DID YOU KNOW?

• Hummayd has triangular evergreen leaves and blooms in red or green flowers. 

• It grows mostly in southern Saudi Arabia, but is found throughout the Kingdom. 

• The plant is rich in vitamin C and aids digestion. 

• It can be eaten raw, with bread, or cooked as a sour stew. 

The preservation of local vegetation is closely linked to environmental sustainability, and is considered one of the main pillars of reforestation projects and the rehabilitation of degraded lands.

Indeed, these plants play a vital role in stabilizing soil, preventing erosion, enhancing rainwater absorption, and restoring soil fertility. In doing so, they support biodiversity by providing natural habitats for wildlife and contribute to ecosystem recovery and stability.

“In the face of relentless drought, blazing sun, and cold desert nights, they stand with quiet grace, unyielding, patient, and strong beyond measure,” Munira Alhazani, CEO of the Saudi Botanical Society, told Arab News.

“These resilient plants reflect our own journey, the emotions we carry, the challenges we face, and the courage that blossoms in our darkest moments.

“It is our passion, a steadfast love for life, that fuels our onward journey. Yet beneath this strength lies a fragile hope, a whisper of fear that in a fleeting moment of weakness, they might tire, fade, and quietly disappear.”

People in Saudi Arabia eat Humaid raw or cooked for its sour taste and health benefits. It can aid digestion and is rich in vitamin C. (SPA)

Efforts to protect the Kingdom’s wildflowers align closely with the goals of the Saudi Green Initiative and the Middle East Green Initiative.

The Saudi Green Initiative aims to plant 10 billion trees within the Kingdom and rehabilitate 40 million hectares of degraded land, while also improving air quality and reducing carbon emissions.

On a regional scale, the Middle East Green Initiative seeks to plant 50 billion trees, including 40 billion outside the Kingdom, in what is considered the largest reforestation project of its kind.

The initiative aims to combat desertification, reduce emissions, and enhance the quality of life throughout the region.

“Local vegetation plays a direct and foundational role in achieving the objectives of these national and regional initiatives, as well as in supporting Saudi Vision 2030 and the UN Sustainable Development Goals,” said Van Joshua.

“Through these efforts, the Kingdom affirms its pioneering role in environmental protection — locally and regionally — while striving to build a more sustainable future and ensure a better quality of life for future generations.”
 

 


Saudi Shoura Council speaker participates in Rome conference

Saudi Arabia's delegation was headed by the speaker of the Shoura Council, Dr. Abdullah bin Mohammed Al-Asheikh. (Supplied)
Saudi Arabia's delegation was headed by the speaker of the Shoura Council, Dr. Abdullah bin Mohammed Al-Asheikh. (Supplied)
Updated 20 June 2025
Follow

Saudi Shoura Council speaker participates in Rome conference

Saudi Arabia's delegation was headed by the speaker of the Shoura Council, Dr. Abdullah bin Mohammed Al-Asheikh. (Supplied)
  • Event aims to build bridges, promote mutual understanding

ROME: The Second Parliamentary Conference on Interreligious Dialogue — titled “Strengthening Trust and Embracing Hope for our Common Future” — has started in Rome, with the participation of the Saudi delegation headed by Shoura Council Speaker Dr. Abdullah bin Mohammed Al-Asheikh. The event is being attended by heads of parliaments from around the world.

Lorenzo Fontana, the president of the Chamber of Deputies of Italy, praised the body’s significant and vital role, stressing the importance of the conference in building bridges and promoting mutual understanding.

 


Pesticides workshop held in AlUla

The workshop targeted farm owners, agricultural workers, and those interested in the sector. (SPA)
The workshop targeted farm owners, agricultural workers, and those interested in the sector. (SPA)
Updated 20 June 2025
Follow

Pesticides workshop held in AlUla

The workshop targeted farm owners, agricultural workers, and those interested in the sector. (SPA)
  • The workshop was part of a series of different guidance programs and workshops implemented by the National Center for Palms and Dates throughout the year in many regions of the Kingdom

ALULA: A workshop, titled Safe Handling of Palm and Date Pest Pesticides, was held on Friday in the AlUla Governorate. The event, which was organized by the National Center for Palms and Dates, in collaboration with the Royal Commission for AlUla, took place in the agricultural sector of the commission’s headquarters.

The workshop targeted farm owners, agricultural workers, and those interested in the sector. It aimed to raise awareness about safe pesticide use while enhancing efficiency in agricultural pest control in a way that improves production quality while ensuring environmental safety.

The workshop was part of a series of different guidance programs and workshops implemented by the National Center for Palms and Dates throughout the year in many regions of the Kingdom. They bid to support the agricultural sector’s development and enhance sustainability practices.

 

 


KSrelief distributes shelter aid in Somalia’s Togdheer region

The assistance comes as part of a 2025 initiative to distribute shelter aid to displaced persons in the African country. (SPA)
The assistance comes as part of a 2025 initiative to distribute shelter aid to displaced persons in the African country. (SPA)
Updated 20 June 2025
Follow

KSrelief distributes shelter aid in Somalia’s Togdheer region

The assistance comes as part of a 2025 initiative to distribute shelter aid to displaced persons in the African country. (SPA)
  • The assistance will be distributed in cooperation with the UN World Health Organization to 45 healthcare facilities in northwestern Syria, based on field-identified needs

TOGDHEER: The King Salman Humanitarian Aid and Relief Center recently distributed 1,030 pieces of clothing, 475 shelter bags, and 20 tents to several camps in the Togdheer region of Somalia, benefiting 1,525 families and 9,150 individuals. The assistance comes as part of a 2025 initiative to distribute shelter aid to displaced persons in the African country.

Earlier, three relief trucks provided by the Saudi aid agency arrived on Wednesday in the town of Sarmada in Syria’s Idlib governorate, carrying 20 tonnes of medical aid.

The assistance will be distributed in cooperation with the UN World Health Organization to 45 healthcare facilities in northwestern Syria, based on field-identified needs. The aid supports frontline medical teams in underserved areas, benefiting about 150,000 people.

Elsewhere, the agency distributed 3,000 cartons of dates to families in need in the Shabwa governorate of Yemen, benefiting 18,000 individuals.

 


Masam Project achieves massive success in Yemen

Masam Project achieves massive success in Yemen
Updated 20 June 2025
Follow

Masam Project achieves massive success in Yemen

Masam Project achieves massive success in Yemen
  • KSrelief has implemented 3,438 diverse humanitarian projects across 107 countries, valued at over $7 billion, since its launch in May 2015

RIYADH: Masam, a project launched by the Saudi aid agency KSrelief, has achieved a significant milestone by clearing 67,585,167 sq. meters and removing 500,000 explosives from Yemeni lands since its launch in June 2018.

Items removed include anti-personnel and anti-tank mines, unexploded ordnance, and explosive devices indiscriminately planted to harm civilians.

Demining efforts have dramatically reduced casualties — and allowed displaced people and farmers to return and resume cultivation — earning widespread praise from the UN and international organizations.

The agency has also initiated the Artificial Limbs Centers Project in several Yemeni cities, providing prosthetics and aiding physical rehabilitation to those injured by explosives.

The Masam Project stands as a vital contribution in enabling a safe and dignified life for Yemenis.

KSrelief has implemented 3,438 diverse humanitarian projects across 107 countries, valued at over $7 billion, since its launch in May 2015.