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.”

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 using innovation, research, and regulation to turn waste into a circular economy success

Updated 05 July 2025
Follow

How Saudi Arabia is using innovation, research, and regulation to turn waste into a circular economy success

  • Engineering, AI and cross-sector partnerships are driving sustainable solutions to manage 110 million tons of waste annually
  • New laws, financial incentives and rising investor interest are reshaping the Kingdom’s waste management and recycling landscape

RIYADH: As Saudi Arabia accelerates toward a circular economy under Vision 2030, experts say universities, research institutions, and business leaders are playing a crucial role in developing innovative waste management solutions that align with national sustainability goals.

In early 2024, Saudi Arabia’s Ministry of Environment, Water and Agriculture announced a waste management plan aiming to recycle up to 95 percent of waste and add SR120 billion ($31.99 billion) to the Kingdom’s gross domestic product.

Saudi Arabia generates more than 110 million tons of waste each year, much of it originating from cities like Riyadh, Jeddah, and Dammam. Its waste management market is projected to grow from $5.97 billion in 2025 to $8.72 billion by 2030, according to Mordor Intelligence.

To meet this challenge, academic partnerships, regulatory reforms and emerging technologies are coming together to reshape the sector, Sultan Al-Muaythir, chairman of the civil engineering department at Prince Sattam bin Abdulaziz University, told Arab News.

Forming knowledge-sharing agreements with leading countries in waste management, he said, is a strategic step toward building a sustainable, locally adapted system that draws on global best practices and aligns with Saudi Arabia’s circular economy ambitions.

To drive innovation in the sector, Al-Muaythir emphasized the importance of interdisciplinary support. Fields like civil engineering, landfill and waste management, geotechnical engineering, and soil sciences all contribute to the design and development of critical infrastructure.

Sultan Al-Muaythir, chairman of the civil engineering department at Prince Sattam bin Abdulaziz University. (Supplied)

Mechanical engineering plays a key role in advancing collection and treatment equipment, while chemical, agricultural and biotechnology engineering disciplines help analyze waste composition and develop transformation processes.

Electrical engineering, he added, is essential for operating smart systems and managing energy generated through treatment.

Al-Muaythir also pointed to the Kingdom’s updated regulatory landscape, particularly the introduction of the Waste Management Law and its executive regulations, as a strong foundation for encouraging innovation and investment in sustainable practices.

He explained that the next phase calls for faster plan implementation, broader international research collaboration and direct incentives for advanced processing technologies — steps that would speed up the Kingdom’s progress toward its environmental and development goals.

While government action is essential, Al-Muaythir said innovation in waste management is not a luxury, but a necessity for building a clean environment and a functioning circular economy.

He added that individual responsibility plays an equally important role. “Adopting conscious behaviors towards waste and committing to sorting and reuse/recycling constitute the first building blocks in creating a more sustainable future,” he said.

Expanding on this vision, Abdullah Alakel, chairman of the Saudi Scientific Research and Innovation Association, said waste management innovation is a cornerstone of Vision 2030’s broader goal to build a circular and sustainable economy.

Abdullah Alakel, chairman of the Saudi Scientific Research and Innovation Association. (Supplied)

He told Arab News that scientific research is a key driver in tackling environmental challenges — from recycling and waste-to-energy technologies to the use of artificial intelligence to improve sorting and collection processes — ultimately boosting operational efficiency and reducing environmental harm.

To support this ecosystem, the association provides business incubators and innovation accelerators, offering technical and financial assistance. It also facilitates connections between researchers, donors and investors to help turn ideas into market-ready solutions.

Alakel noted that several joint initiatives with academic and industrial partners are already underway, including efforts to convert organic waste into economic products such as fertilizers and biofuels.

DID YOU KNOW?

 

• Saudi Arabia aims to recycle up to 95 percent of its waste by 2040. Waste management sector is projected to contribute $32bn to GDP by 2040.

• Half of the Kingdom’s waste comes from Riyadh (21 percent), Jeddah (14 percent) and Dammam (8 percent).

(Sources: Ministry of Environment, Water and Agriculture and the National Center for Waste Management)

Other projects aim to develop scalable recycling technologies and improve overall waste management efficiency.

Beyond research, the association works to foster a culture of sustainability across society. Alakel said it organizes public awareness campaigns, educational workshops in schools and universities, and national competitions that encourage creative, environmentally responsible solutions.

He added that the association plays a critical role in bridging academia and implementation by hosting scientific conferences, building strategic partnerships and supporting national innovation deployment in alignment with Vision 2030’s environmental goals.

Farah Al-Gharib, CEO of Precision & Choice Environmental Solutions, echoed those views, underscoring the opportunity to enhance coordination between stakeholders as Saudi Arabia moves toward a circular economy.

Farah Al-Gharib, CEO of Precision & Choice Environmental Solutions. (Supplied)

She told Arab News that aligning regulations, expanding infrastructure for sorting and collection, and stimulating private investment remain key challenges. Raising public awareness and promoting innovation are also essential to achieving sector-wide transformation.

To accelerate progress, Al-Gharib called for a more integrated and flexible system that encourages public-private partnerships. Activating source-level sorting and offering financial incentives to investors, she said, would help drive growth in the sector.

Clear metrics, such as waste reduction, cost savings and job creation, should be used to measure success.

KAUST's waste collection fleet is equipped with technology that supports efficient operations, from online vehicle tracking to waste bin management. (Photo courtesy of KAUST)

Looking ahead, she expects more companies to invest in smart technologies and expand their collection and treatment networks. Seamless integration across the entire waste value chain — from source to processing and redistribution — is essential, she said, to avoid bottlenecks and uphold the core principles of the circular economy.

“Based on our experience in the sector, we believe that unifying and updating regulations under a single, clear, and transparent regulatory framework would directly contribute to attracting investors, reducing the complexity of procedures and the classification of recyclable products, thereby accelerating regulatory processes and stimulating production,” said Al-Gharib.

She concluded that clear legislation and coordinated responsibilities across authorities are key to scaling up circular economy initiatives effectively and sustainably.
 

 


Hayy Cinema hosting classic movie program for children in Jeddah

Hayy Cinema, which is an Art Jameel initiative, provides a unique approach to film presentation. (@hayyjameel)
Updated 04 July 2025
Follow

Hayy Cinema hosting classic movie program for children in Jeddah

  • The program includes twice daily screenings of classic Arab cartoons that have left a lasting impression on viewers and a complementary range of artistic activities inspired by the films

JEDDAH: Hayy Cinema in Jeddah is running an entertainment program that provides an interactive experience to evoke childhood memories and strengthen cultural bonds between generations.

The program includes twice daily screenings of classic Arab cartoons that have left a lasting impression on viewers and a complementary range of artistic activities inspired by the films.

Hayy Cinema, which is an Art Jameel initiative, provides a unique approach to film presentation. Its facilities include a 168-seat theater, private screening room, multimedia library and an educational exhibition, all designed with architectural inspiration drawn from the history of Gulf cinema.

The children’s program runs until Sunday.

 


Falcon breeders auction to be launched in August

Updated 04 July 2025
Follow

Falcon breeders auction to be launched in August

  • The season will start with the International Falcon Breeders Auction, running from Aug. 5-25, showcasing top local and international falcon farms

RIYADH: The Saudi Falcons Club has announced its schedule for the current year, featuring six major events spanning a total of 122 days in Malham, north of Riyadh, and other venues across the Kingdom.

The event is designed to engage a broad audience interested in falconry, hunting and related cultural traditions.

The season will start with the International Falcon Breeders Auction, running from Aug. 5-25, showcasing top local and international falcon farms.

The Saudi Falcons Club Auction will run from Oct. 1 to Nov. 30, serving as a key platform for presenting top local falcons and providing a reliable economic avenue for falconers.

The International Saudi Falcons and Hunting Exhibition, the largest of its kind in the region, will take place from Oct. 2-11. It will feature exhibitors from both within and outside the Kingdom, showcasing the latest equipment and supplies for falconry, hunting, travel, weapons and outdoor adventures.

 


Saudi transport officials conduct more than 317,000 inspections in June

Updated 04 July 2025
Follow

Saudi transport officials conduct more than 317,000 inspections in June

  • Makkah region reported the highest number of offenses at 21,000, followed by Riyadh at 13,000, Eastern Region at 4,508, and Madinah at 3,557

RIYADH: The Saudi Transport General Authority carried out more than 317,000 inspections covering land, sea, and rail transport activities across the Kingdom in June, identifying 51,143 offenses.

Of these, 27,756 were detected through field inspections and 23,387 through automated monitoring, while all efforts involved collaboration with relevant authorities, the Saudi Press Agency reported.

Compliance rates were robust, with land transport achieving 94 percent compliance and maritime transport recording an impressive 99 percent. These figures highlight licensees’ strong adherence to the rules and regulations.

Makkah region reported the highest number of offenses at 21,000, followed by Riyadh at 13,000, Eastern Region at 4,508, and Madinah at 3,557. Qassim recorded 1,914 violations, Tabuk 1,316, and Aseer 1,073, while the remaining violations were from other parts of the Kingdom.

 


Japan’s crown prince visits Saudi pavilion at Osaka Expo

Updated 04 July 2025
Follow

Japan’s crown prince visits Saudi pavilion at Osaka Expo

  • Visited in the company of Saudi Ambassador to Japan Ghazi Faisal Binzagr.

TOKYO: Japan’s Crown Prince Fumihito and Crown Princess Akishino visited Saudi Arabia’s pavilion at the Osaka-Kansai Expo on Thursday, in the company of Saudi Ambassador to Japan Ghazi Faisal Binzagr.

“We were deeply honored by the visit of their Imperial Highnesses,” Binzagr told Arab News Japan. “It was a beautiful visit.”

He noted how much the pair had enjoyed the music of the oud, which was being played as the imperial guests entered the courtyard of the pavilion and which echoed throughout the building owing to the design of the walls and corridors to amplify the sound.

“The imperial couple also enjoyed Saudi coffee and (a selection of various) dates,” Binzagr said, adding that the variety and color of Saudi dates is influenced by the minerals in the soil of each region where they are grown in the Kingdom.

Binzagr said they had discussed the similarities in the cultures of Saudi Arabia and Japan, adding that despite appearing different, they shared a deep pride in their heritage and history, and both countries' ability to link the East and West.

He added that Japan is authentic with what it has but is also able to blend it with foriegn best practices with its great openness. Binzagr said that he believes this makes for something very special that Saudi Arabia also shares with Japan.

“We both value our roots and connectivity, and we both seek to celebrate balance in everything we do,” he said.

At the pavilion, the imperial couple viewed the plan for Riyadh Expo 2030 and indicated they were keen to visit at that time or even before, Binzagr said.

“We are keenly looking forward to more visits between members of Japan’s Imperial Family and members of our Royal Family of Saudi Arabia,” Binzagr added.

”Such visits add a special dimension to an already special relationship.”