Middle East fashion enterprise Apparel Group has launched AIVI, an artificial intelligence platform designed to alter how 15 million active GCC consumers discover and purchase apparel. Operating across 2,600 physical locations and digital storefronts, the company is using algorithmic discovery to address evolving regional consumer preferences. The tool provides conversational commerce, real-time virtual try-ons, and hyper-personalized recommendations across a catalog exceeding 200,000 active fashion styles.

Speed and infrastructure drive growth opportunities

The strategic deployment bridges physical retail networks with digital channels, offering fast fulfillment in under 60 minutes across major metropolitan hubs. Integration challenges remain around balancing localized data privacy standards with generative AI models. However, the approach reflects a broader structural shift in apparel retail toward predictive inventory placement and real-time trend adaptation.

We are combining three decades of retail ecosystem scale with the precision of intelligent technology to create commerce that anticipates consumer needs, states Sima Ganwani Ved, Founder and Chairperson, Apparel Group.

Early deployment demonstrates high engagement

In initial regional rollouts, early-adopting footwear and apparel brands reported a 28 per ce nt increase in conversion rates when leveraging virtual try-on modules alongside personalized AI discovery feeds.

Founded in 1996 in Dubai, UAE, Apparel Group is a global fashion and lifestyle conglomerate operating 2,600+ stores and 85+ international brands across 14 countries, including key GCC markets and India. The business continues expanding its omnichannel network, targeting strong long-term revenue growth through AI-powered commerce platforms like AIVI.