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

  • 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.”
 

 


KSrelief, UN Women empower displaced Yemenis

Updated 03 May 2025
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KSrelief, UN Women empower displaced Yemenis

RIYADH: Saudi Arabia’s aid agency KSrelief has launched a project to protect and empower women affected by gender-based violence in Yemen’s Aden and Taiz governorates.

The project is being implemented in cooperation with UN Women and Yemen’s Ministry of Social Affairs and Labor, the Saudi Press Agency reported.

Over 12 months, it will directly benefit 18,000 displaced women and survivors of violence, as well as 325 frontline workers in safe spaces and protection centers. It also aims to indirectly impact about 126,000 individuals.

The initiative seeks to enhance protection for women and girls, build the capacity of workers handling violence cases, expand psychosocial and legal support, and raise community awareness through women’s rights education campaigns.

UN Women Yemen representative Dina Zorba thanked Saudi Arabia, through KSrelief, for its generous support and humanitarian vision prioritizing women’s empowerment.

She said that the project went beyond protection services, offering an integrated approach to restoring dignity, enhancing resilience and empowering women as partners in peace-building and recovery.

Meanwhile, KSrelief has launched another project to distribute 4,012 food baskets to the neediest individuals across several districts in Yemen’s Hadramout governorate, benefiting 28,084 people.

Hadramout Undersecretary for Valley and Desert Affairs Amer Al-Amri praised KSrelief’s pioneering humanitarian role and the Kingdom’s support across various humanitarian sectors in Yemen.

This effort is part of Saudi Arabia’s broader relief projects to bridge the food gap in Yemen and improve quality of life.


Transporters urged to comply with Hajj regulations

Updated 03 May 2025
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Transporters urged to comply with Hajj regulations

  • Saudi authorities ensure seamless operations across air, sea, land and rail sectors for millions of pilgrims

RIYADH: Saudi Arabia’s Transport General Authority has directed all transport operators, especially in Makkah, not to carry any passengers heading to Makkah or the holy sites without a Hajj permit or valid work and Makkah-residence entry permit.

The rules, effective April 29, are part of the Interior Ministry’s efforts to manage crowds and ensure pilgrim safety, the Saudi Press Agency reported on Saturday.

Violators transporting visit visa holders to Makkah or the holy sites before June 10 face fines of up to SR100,000 ($26,600) and possible vehicle confiscation, as ruled by the relevant court.

This applies whether the vehicle is owned by the transporter, an accomplice or any party involved in the violation, the SPA added.

The authority also reminded licensed carriers to meet all regulatory requirements for Hajj, including securing proper licenses and permits, using designated routes and avoiding restricted areas without approval.

Operators are urged to fully cooperate with security and checkpoint authorities. Any violations will result in penalties.

These measures support the authority’s Hajj operational plan to ensure compliance, safety and smooth transport for authorized pilgrims, reflecting the quality of services during the season.

Meanwhile, the Ministry of Transport and Logistic Services and its affiliated bodies announced full readiness for the Hajj season, ensuring seamless coordination across air, sea, land and rail sectors to provide top-tier services in line with the Kingdom’s role in serving the Two Holy Mosques.

The General Authority of Civil Aviation confirmed more than 3 million seats on charter and scheduled flights for domestic and international pilgrims during arrival and departure.

Oversight teams have increased performance monitoring at airports and among service providers to maintain quality standards, according to the SPA.

Matarat Holding Co. completed preparations at 11 dedicated pilgrim lounges, supported by 18,000 staff. Services include the “Traveler Without Baggage” initiative for easier luggage handling and Zamzam water delivery from residences.

Saudia airline confirmed readiness with more than 1 million seats and 2,000 flights via its 158-aircraft fleet, while flynas is set to carry more than 120,000 pilgrims on 294 flights from 15 international destinations.

In land transport, the Transport General Authority deployed 25,000 buses and 9,000 taxis, with 180 supervisors stationed at 20 key locations near Makkah, Madinah and the holy sites to enforce safety and service standards.

The Roads General Authority completed maintenance on more than 7,400 km of roads to the holy sites and inspected 247 bridges for safety. More than 300 road monitors and 20 advanced technologies have been deployed for surveillance.

In rail transport, Saudi Arabia Railways has arranged more than 2,000 trips for Al-Mashaaer Al-Mugaddassah Metro, transporting more than 2 million passengers between Mina, Muzdalifah and Arafat.

The Haramain High-Speed Railway, with 35 electric trains operating at 300 km/h, will carry passengers between Makkah and Madinah, including a station at King Abdulaziz International Airport, one of the largest airport-linked stations globally.

In maritime transport, the Saudi Ports Authority deployed 436 staff at Jeddah Islamic Port to manage the arrival of about 5,000 pilgrims, coordinating reception and logistics.

The National Transport Safety Center announced its readiness, implementing a phased operational plan with human and technical resources to respond to major accidents across all transport modes, 24/7 from Jeddah to the holy sites during peak Hajj.

These efforts reflect the Kingdom’s commitment to enhancing the pilgrim experience and supporting the goals of Saudi Vision 2030 by delivering exceptional services throughout the Hajj journey.


Kingdom arrests 17,153 illegals in one week

Updated 03 May 2025
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Kingdom arrests 17,153 illegals in one week

RIYADH: Saudi authorities arrested 17,153 people in one week for breaching residency, work and border security regulations, the Saudi Press Agency reported on Saturday.

A total of 10,305 people were arrested for violations of residency laws, while 3,644 were held over illegal border crossing attempts, and a further 3,204 for labor-related issues.

The report showed that among the 1,109 people arrested for trying to enter the Kingdom illegally, 62 percent were Ethiopian, 35 percent Yemeni, and 3 percent were of other nationalities.

A further 76 people were caught trying to cross into neighboring countries, and 13 were held for involvement in transporting and harboring violators, the SPA reported.

The Ministry of Interior said that anyone found to be facilitating illegal entry to the Kingdom, including providing transportation and shelter, could face imprisonment for a maximum of 15 years, a fine of up to SR1 million ($260,000), as well as confiscation of vehicles and property.

Suspected violations can be reported on the toll-free number 911 in the Makkah and Riyadh regions, and 999 or 996 in other regions of the Kingdom.


How green journalism in Saudi Arabia can grow stronger roots

Updated 03 May 2025
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How green journalism in Saudi Arabia can grow stronger roots

  • Experts call for closer media-academia bonds to boost impact of environmental journalism as Saudi Arabia ramps up sustainability efforts
  • Reporters need more support, ranging from AI tools and training and expert access to explain complex climate and sustainability issues

RIYADH: Saudi Arabia’s accelerated sustainability drive under its Vision 2030 plan puts environmental journalism at a critical juncture. While coverage of science and environmental issues is expanding, experts say that oversimplification, lack of specialist training, and weak collaboration between journalists and scientists are holding back high-quality reporting.

Some Saudi media outlets are praised for scientific accuracy, but others often prioritize speed over substance, resulting in fragmented or sensationalized coverage. This inconsistency, experts say, limits public understanding of urgent environmental issues.

Academic and industry leaders in the Kingdom agree that tackling these shortcomings requires institutional investment, the establishment of specialized news units, and the adoption of advanced tools such as data analysis powered by artificial intelligence.

“One of the key challenges facing environmental journalists in Saudi Arabia is striking a precise balance between simplifying complex scientific information for a general audience and preserving its accuracy and scientific integrity,” said Talal Al-Shathry, an expert in environmental journalism.

He told Arab News that while some Saudi outlets have improved accuracy and objectivity through rigorous reporting, others continue to downplay or oversimplify key topics.

This trend, he added, often stems from a focus on speed and breaking news at the expense of deeper analysis.

To improve the quality and credibility of coverage, Al-Shathry emphasized the need for journalistic integrity. He said reporters must “avoid bias” by relying on credible, diverse sources, maintaining transparency throughout the reporting process, and disclosing potential conflicts of interest.

He also underscored the importance of specialized training in science and environmental journalism to help reporters handle the complexity of the topics. Without this training, he warned, journalists may unintentionally compromise the accuracy of the information they present.

Despite current challenges, Al-Shathry, an assistant professor at King Saud University’s Journalism and Mass Communication Department, noted recent improvements. “Saudi media has taken encouraging steps toward increasing its focus on environmental issues,” he said.

However, he urged greater emphasis on in-depth analysis, accurate scientific communication, and public engagement around sustainability. These efforts, he said, should be backed by more investment in training and resources.

To that end, Al-Shathry proposed several initiatives to strengthen ties between academia and the media, including workshops, joint conferences, and digital platforms that help journalists connect with environmental experts.

He also called for major media organizations to establish dedicated investigative teams focused on environmental issues. These units, he said, could deliver in-depth reporting, expose violations, and hold accountable those responsible for environmental harm.

Members of the media and reporters gather in a press room prior to the start of the One Planet Summit on December 12, 2017 at La Seine Musicale venue on l'ile Seguin in Boulogne-Billancourt, west of Paris. (AFP)

Echoing these concerns, Mutlaq Al-Mutairi, supervisor of the Dr. Ibrahim Al-Muhanna chair for energy and specialized media, emphasized the role academic institutions must play in supporting this growing field.

According to him, university research chairs are designed to support specialized studies that align with national development goals, including environmental protection. “Environmental journalism is increasingly gaining prominence as a vital discipline, owing to its close connections with various sectors,” he told Arab News.

Still, Al-Mutairi acknowledged the gap between universities and the authorities meant to act on their findings. The issue, he said, is not a lack of research but a reluctance among institutions to engage in structured academic partnerships, with many opting to work with individual experts instead.

He cited several success stories that demonstrate the potential of stronger, institution-based collaboration and noted Saudi Arabia’s efforts to deepen international academic partnerships. But he cautioned that such collaborations must be effectively implemented to yield real-world benefits.

“Rather than allowing the media market to reshape academic training,” Al-Mutairi said, “educational institutions should shape the media landscape through their expertise and focus on specialization.”

Training in environmental reporting makes it possible for journalists to understand complex scientific information and report on these without losing meaning. (KAUST photo)

Building on this theme, Sattam Fahad Al-Mojil, associate professor of environmental engineering at King Saud University, pointed to the way scientific content is often framed as a major obstacle.

He told Arab News that technical or globalized language too often fails to connect with people’s everyday concerns — such as health, clean water, or food security — reducing both awareness and engagement.

“Covering environmental issues isn’t easy — and for many journalists, it’s a constant uphill battle,” Al-Mojil said. “The complexity of scientific information makes it difficult to communicate without losing meaning, and most reporters receive little to no training in environmental journalism.”

“The lack of reliable sources and limited access to data or experts compounds the issue. Weak institutional interest in environmental topics means fewer resources and minimal editorial support,” he added.

Despite these barriers, Al-Mojil believes journalists can still make a meaningful impact. By taking a constructive tone and offering solutions alongside problems, reporting can help turn public anxiety into awareness — and, eventually, action.

By taking a constructive tone and offering solutions alongside problems, reporting can help turn public anxiety into awareness an. (MEWA photo) action, says Sattam Fahad Al-Mojil, associate professor of environmental engineering at King Saud University,

He said that academics and experts are essential allies, helping to simplify complex concepts, interpret technical data and ensure accuracy. However, collaboration is limited due to institutional disconnects, different working styles and the pressures of the news cycle.

“Despite the importance of this collaboration, it remains limited due to weak institutional communication, differing approaches, and the time pressure journalists often face,” he said.

To bridge the gap, Al-Mojil proposed regular communication channels between media and academia. Joint initiatives — such as training sessions, workshops, and expert databases — could greatly improve the quality and impact of reporting.

DID YOU KNOW?

• Eco-journalism highlights climate change, conservation and sustainability to raise awareness and drive action.

• Environmental reporters face challenges in simplifying complex topics and engaging audiences.

• Eco-journalists use tools like interactive maps and multimedia to simplify complex issues and engage audiences.

Adding to the call for innovation, Farah Al-Gharib, founder and president of Precision & Choice Environmental Solutions, acknowledged recent progress but said current efforts remain inadequate in the face of climate change and other accelerating threats.

“Media coverage of environmental issues is often reactive rather than proactive,” she told Arab News. “This reality underscores the urgent need for greater investment in environmental journalism to keep pace with mounting challenges.”

Al-Gharib also highlighted the potential of technology to support sustainability. “Integrating smart systems is critical to advancing environmental sustainability,” she said. “By leveraging AI and modern technologies, we can classify facilities by environmental impact and use advanced data to support sustainable decision-making.”

Media coverage of environmental issues is often reactive rather than proactive, observes Farah Al-Gharib, founder and president of Precision & Choice Environmental Solutions. (MEWA photo)

Looking ahead, she said she expects environmental journalism in Saudi Arabia to become more specialized, data-driven and influential.

She described the field as a critical bridge between science and the public. “Its strength lies in transforming difficult concepts into clear, actionable information that empowers people to act,” Al-Gharib said.

Her company contributes to this mission by providing transparent data and maintaining open communication with journalists. “Effective communication between the media and the environmental sector is not a choice — it’s a necessity for building a greener tomorrow,” she said.
 

 


Thai festival brings eruption of color and music to Riyadh

A glimpse of the cultural dance performance at the Thai Festival in Riyadh on Thursday. (AN photo by Huda Bashatah)
Updated 02 May 2025
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Thai festival brings eruption of color and music to Riyadh

  • Event is a celebration of the strong and growing friendship between our countries and our people, says Thailand’s envoy

RIYADH: The Thai Festival in the Cultural Palace in Riyadh’s Diplomatic Quarter celebrates both Thailand’s rich culture and its blossoming friendship with Saudi Arabia.

Riyadh was chosen as one of six flagship cities around the world to hold the festival, alongside Washington DC, Beijing, New Delhi, Hanoi, and Paris.

The cutting of the ribbon marks the inauguration of the Thai Festival in one of six flagship cities, Riyadh. (Photo by Huda Bashattah)

At a press conference prior to the festival, which is open to the public May 2 and 3, Thailand’s Ambassador to Saudi Arabia Darm Boontham said: “This is a proud moment for us and a great opportunity to share the rich tradition and modern creativity of Thailand with our Saudi friends.”

The festival comes at a significant time, three years since the normalization of diplomatic relations between Thailand and Saudi Arabia.

HIGHLIGHTS

• This year’s theme is ‘The Pulse of Tradition, The Pulse of Tomorrow,’ reflecting Thailand’s pride in its culture and its commitment to innovation and creativity.

• The ministers of culture for Thailand and Saudi Arabia — Sudawan Wangsuphakijkosol and Prince Badr bin Abdullah Al-Saud — attended the event.

“This event is a celebration of the strong and growing friendship between our countries and our people,” Boontham continued.

Booths showcasing Thai products and services at the Thai Festival at the Cultural Palace in Riyadh. (Photo by Huda Bashattah)

This year’s theme is “The Pulse of Tradition, The Pulse of Tomorrow,” reflecting Thailand’s pride in its culture and its commitment to innovation and creativity.

The festival features several exhibitions of Thai products and services, including handicrafts from local communities in Thailand, live demonstrations, health and wellness products, eco-tourism, and Thai cuisine.

Muythai demonstration at the Thai Festival in Riyadh. (Photo by Huda Bashattah)

It also includes a live cooking show by a celebrity Thai chef, screenings of several beloved Thai movies followed by Q&A sessions, a musical and cultural performance, a Muay Thai boxing demonstration, a fashion show by Thai designers, and a Khon performance.

Khon, a traditional masked dramatic art that features music and dance as well as ritual, literary, and handicraft components, is included on UNESCO’s Intangible Cultural Heritage list, Boontham said.

Booths showcasing Thai products and services at the Thai Festival at the Cultural Palace in Riyadh. (Photo by Huda Bashattah)

“We invite everyone, Saudi nationals, residents and all friends of Thailand to join us for this unique celebration, to enjoy the science of sound and taste of Thailand and to continue building a warm and lasting friendship between our two great nations.”

The festival was organized by the Royal Thai Embassy in Saudi Arabia in partnership with Thailand’s private and public sectors, including Thai supply chain company SGC International’s Riyadh division, with the support of Saudi and Thai private companies.

Fashion show by Thai Designers at the Thai Festival in Riyadh. (Photo by Huda Bashattah)

The ministers of culture for Thailand and Saudi Arabia — Sudawan Wangsuphakijkosol and Prince Badr bin Abdullah Al-Saud — attended the event.

The objective of the festival goes beyond tourism, the ambassador said, it is intended to promote everything Thailand can offer in terms of creative economy, innovation, and how Thailand can tap into Saudi Vision 2030 and the Kingdom’s green initiative.

Thai minister of culture Sudawan Wangsuphakijkosol speaks at the Thai Festival in Riyadh. (Photo by Huda Bashattah)

Boontham also confirmed plans to create Thai AirAsia X, a new low-cost airline from Thailand that should operate flights from Riyadh to Bangkok “very soon,” he said.

According to Boontham, the largest developing areas of cooperation between the two nations are economy, trade, and investment.

Thai ambassador to Saudi Arabia Darm Boontham inaugurates the Thai Festival at the Cultural Palace. (Photo by Huda Bashattah)

Over the last three years, the volume of trade has increased by an average of 25 percent and the ambassador is confident that “all the necessary mechanisms” are in place to support further growth.

In 2024, trade reached a value of $8.8 billion and the hope is that in two years that number will reach $10 billion, he added.

Booths showcasing Thai products and services at the Thai Festival at the Cultural Palace in Riyadh. (Photo by Huda Bashattah)

Boontham cited SGC International, a Thai company known for construction materials that is now expanding into petrochemicals, food, and food processing as a sign of promising investment in Saudi Arabia.

Technology sharing, in areas including green consumption technology, is “quite prevalent” and shows promise, he added.

Interactive booths showing live demonstarions of handicraft at the Thai Festival in Riyadh. (Photo by Huda Bashattah)

Tourism is another large area of cooperation. Last year, around 230,000 Saudi tourists visited Thailand, and 13,000 Thai tourists visited Saudi Arabia; both numbers are expected to grow in coming years, the ambassador noted.

According to Boontham, “many Thai students” are coming to pursue their studies in Saudi as well, and Thailand is working hard to encourage more Saudis to study in Thailand.

In hospitality education, especially, “Thailand has a lot to offer Saudi students,” Boontham said. In 2024, 50 individuals from Saudi Arabia went to train in Thai hotels and institutions.