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
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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.”

Opinion

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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.”
 

 


KSrelief runs project in Sri Lanka to combat blindness

KSrelief runs project in Sri Lanka to combat blindness
Updated 28 February 2025
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KSrelief runs project in Sri Lanka to combat blindness

KSrelief runs project in Sri Lanka to combat blindness

RIYADH: The Kingdom’s aid agency KSrelief carried out its Saudi Noor Voluntary Project to combat blindness in Sri Lanka from Feb. 17 to 23.

KSrelief’s medical staffers examined 4,723 patients, performed 434 cataract surgeries, and distributed 967 pairs of spectacles, the Saudi Press Agency reported late on Thursday.

The initiative is a part of the humanitarian projects implemented by Saudi Arabia, through KSrelief, to support healthcare systems across the globe.


The joy of Ramadan decorations: A family tradition in Saudi Arabia

The joy of Ramadan decorations: A family tradition in Saudi Arabia
Updated 28 February 2025
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The joy of Ramadan decorations: A family tradition in Saudi Arabia

The joy of Ramadan decorations: A family tradition in Saudi Arabia
  • Muslims in Saudi Arabia and other countries take great pride in adorning their homes with festive decorations
  • The tradition helps get the holy month underway and teach children about the significance of the occasion

RIYADH/JEDDAH: The family tradition of decorating homes for Ramadan is a way for many Muslims to embrace the spirit of the holy month and express their joy at its arrival.

Across the Kingdom, and all around the world, families take great pride and care in adorning their homes to create a warm and festive atmosphere in anticipation of the blessed occasion. Many streets and other public areas also come to life with vibrant, colorful displays featuring lanterns, stars and crescent moons.

Elham Mirza, a devoted mother and grandmother from Jeddah, exemplifies this festive spirit.

“Every Ramadan, my daughters and their children come to the house to help me decorate,” she told Arab News. “They get excited about the candies and decorations, and it’s a tradition that helps the children appreciate the significance of Ramadan.”

Her daughter, Roa, said: “I remember decorating with my mother when I was a child. Now I get to share that same joy with my own kids.”

This generational connection reflects the importance that many families place on passing down traditions. Many of the decorations Mirza and her family use come from traditional souks in Jeddah, in particular sellers in historic Al-Balad district.

“Shopping at the souk is part of the fun,” Mirza explained. “We find beautiful lanterns and intricate banners that really bring the spirit of Ramadan to life.”

Preparations for Ramadan begin weeks in advance, as decorating homes for the holy month has become a cherished tradition around the Kingdom. (AN PHOTO/Majdah Abu Laban)

The shopping trips to these local markets add to the experience, as families begin to immerse themselves in the sights, sounds and smells of Ramadan. Mirza considers the decoration ritual a fun way to instill important values in the younger generations, and the children seem to enjoy it as well.

“I love helping grandma,” said her grandson, Yousef. “It makes me feel closer to my family and reminds me of why we celebrate Ramadan.”

Majdah Abu Laban, a Saudi housewife from Jeddah, eagerly prepares her home for the holy month each year.

“I love the Ramadan vibes; it brings a special joy and gives me a wonderful feeling,” she said.

This year, she was particularly impressed by the extensive variety of Ramadan decorations in Jeddah’s stores.

“There are so many new additions, shapes and colors that are even more beautiful than in previous years, both in terms of design and materials,” she said.

“I’ve noticed a mix of Egyptian and Indian products alongside the traditional decorations, as well as new styles and color combinations, like gold with black, black with fabric on wood, and vibrant hues blended with gold, yellow, purple and blue. The options this year are more diverse than ever.”

Abu Laban enjoys decorating as a household activity that helps her family grow closer.

“I make sure to decorate my home for Ramadan not because it’s essential, but because it enhances the spiritual ambiance and brings joy to my family,” she explained.

“Each year I add new touches, whether by reusing decorations I’ve kept from previous years or introducing small, new elements without going overboard.

“My children love to participate, especially when preparing Ramadan giveaways and setting up the table for guests.”

Preparations for Ramadan begin weeks in advance, as decorating homes for the holy month has become a cherished tradition around the Kingdom. (AN PHOTO/Majdah Abu Laban)

Beyond the traditional generic decorations, such as lanterns, markets and stores now offer a vast selection of items tailored specifically to the season.

“Decorations are no longer just about lanterns; every year, more collections are released and online shopping now offers just as much variety as physical stores,” said Abu Laban.

Rather than sticking to a single decorative style, she enjoys experimenting with different looks throughout her home.

“Sometimes I dedicate a specific theme to a particular room or corner of the house, but overall I love variety,” she said. “This year, I was particularly impressed by the creativity in Egyptian Ramadan decorations, with many stunning designs.

“However, prices vary and some high-end decorations, like black-and-gold combinations with luxurious fabrics, can be quite expensive.”

Another important part of the essence of the holy month, Abu Laban said, is the fragrances that help to usher in a spiritual atmosphere.

“Beyond decorations, Ramadan wouldn’t feel complete for me without the scent of oud and incense, especially after Taraweeh prayers and iftar.” She said. “It also adds a beautifully spiritual touch to the home.”

Even after Ramadan ends, certain decorations continue to hold significance, particularly during the Eid celebrations.

“I do save some elements, like crescents, arches and stars, for Eid, and I also keep a few lanterns to use in future years, as they remain a beautiful symbol of this blessed month,” said Abu Laban.

Numra Sidiqui, a Pakistani expatriate, takes great joy in preparing for the holy month, and her mother also eagerly looks forward to the annual Ramadan decorating tradition.

“Ramadan is one of the pillars of Islam, and when it arrives we feel immense happiness and pride,” Sidiqui said.

This year, in addition to her usual festive preparations, she is also planning to launch a series on her YouTube channel focusing on Ramadan, in which she will share her experiences of and insights into this special time.


Salsola tetrandra shrub reappears in Northern Borders after decades-long absence

Salsola tetrandra shrub reappears in Northern Borders after decades-long absence
Updated 28 February 2025
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Salsola tetrandra shrub reappears in Northern Borders after decades-long absence

Salsola tetrandra shrub reappears in Northern Borders after decades-long absence
  • Disappearance of plant in 1990s due to overgrazing
  • Considered a crucial food for wildlife and livestock

ARAR: A vital pastoral shrub once widespread in the Hamad area of Saudi Arabia’s Northern Borders region has reappeared after a decades-long absence, the Saudi Press Agency reported recently.

Environment authorities have attributed the near extinction of the plant in the 1990s due to overgrazing.

Recently, the presence of the Salsola tetrandra shrubs had been reported in inaccessible, rocky areas, signaling the plant’s potential for recovery.

The plant is considered a crucial food source for wildlife and livestock. It also plays a critical role in preventing erosion, contributes to the sustainability of natural pastures, and reflects the Kingdom’s rich environmental diversity.

Authorities are intensifying efforts to enhance pasture rehabilitation programs and combat overgrazing, aiming to restore the plant to its previous ecological status.

National environmental protection efforts are expected to facilitate the broader return of the Salsola tetrandra in the coming years, bolstering environmental sustainability, and restoring balance to natural ecosystems in the Northern Borders.

The Kingdom has been at the forefront of a global campaign to restore the planet’s ecological balance, with an ambitious plan to plant 10 billion trees and shrubs.

Since the launch of the Saudi Green Initiative in 2021, the Kingdom has planted 100 million trees and shrubs and rehabilitated 118,000 hectares of degraded land.


Demand for Najran’s Al-Samraa brown wheat rises for Ramadan

Demand for Najran’s Al-Samraa brown wheat rises for Ramadan
Updated 28 February 2025
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Demand for Najran’s Al-Samraa brown wheat rises for Ramadan

Demand for Najran’s Al-Samraa brown wheat rises for Ramadan
  • High demand because of nutritional value, health benefits
  • Staple in several popular dishes including Raqsh and Wafd

NAJRAN: Wheat produced in Saudi Arabia’s southern region of Najran is in high demand because of its wide use during Ramadan, the Saudi Press Agency reported recently.

Among the most popular type is the Al-Samraa brown wheat, known locally as Al-Bur Al-Najrani, a staple ingredient in numerous popular dishes such as Raqsh and Wafd.

“The increased demand for Najrani wheat during Ramadan is attributed to its high quality, nutritional value, and health benefits,” the SPA reported.

This particular variety is rich in vitamins B and E, folic acid, zinc, and fiber.

Al-Samraa is one of 13 products in Saudi Arabia that have been chosen by the Slow Food organization’s Ark of Taste. Slow Food is a US-based organization that catalogs “delicious and distinctive foods facing extinction” or that need to be recognized.
 

Al-Samraa is one of the 13 products in Saudi Arabia that had been chosen by the Slow Food's Ark of Taste. (SPA file photo)

“By identifying and championing these foods, we keep them in production and on our plates,” stated the website of Slow Food, which has added more than 3,500 products from over 150 countries to its International Ark of Taste.

Earlier this month, the regional office of the Ministry of Environment, Water and Agriculture said Najran farmers expect to harvest their wheat crops in March.

Planting began in early October, just before the Kingdom’s winter. Farmers said their crops were cultivated without chemicals and that advancements in agricultural machinery have enhanced efficiency and product quality.

Najran's Al-Samraa wheat is unhybridized and naturally grown, a heritage passed down from generation to generation. (SPA file photo)

Last year, Al-Samraa was featured in the inaugural Najran Wheat Festival organized by the MEWA and Social Development Bank to showcase the region’s cultural heritage.

“This unhybridized, naturally grown wheat is a heritage we received from our ancestors,” farmer Mohammed Al-Mansour said, according to the SPA.

“We use minimal irrigation to protect it from pests, ensuring its high quality,” Al-Mansour added.

According to the Cooperative Agricultural Association West of Najran, traditional wheat cultivation involves meticulous land preparation and irrigation.

Farmers also rely on animals for land preparation and harvesting. Wheat farming has been made easier today with the introduction of modern planting methods and the use of advanced machinery.

Wheat farming has been made easier today with the introduction of modern planting methods and use of advanced machineries. (SPA)

Saudi interior minister, Syrian intelligence official discuss combating drug trafficking

Saudi interior minister, Syrian intelligence official discuss combating drug trafficking
Updated 28 February 2025
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Saudi interior minister, Syrian intelligence official discuss combating drug trafficking

Saudi interior minister, Syrian intelligence official discuss combating drug trafficking

RIYADH: Saudi Arabia’s Minister of Interior Prince Abdulaziz bin Saud bin Naif received in Riyadh on Thursday the deputy chief of Syria’s General Intelligence Service Muwaffaq Doukhi, the Saudi Press Agency said.

The officials discussed cooperation in the field of combating drug trafficking.

Director of Syria’s Anti-Narcotics Department Khaled Eid, Director of the Criminal Investigation Department Marwan Al-Ali, and a number of senior officials attended the meeting.

Doukhi and Eid visited earlier the General Directorate of Public Security and the General Directorate of Anti-Narcotics in Riyadh. 

The Syrian officials were briefed on the work mechanism, security tasks, and the latest technologies used in the directorates.