Apparel Group Launches AIVI: An AI-Powered Fashion and Lifestyle Super-App for the GCC

Dubai, UAE — October 5, 2026 — Apparel Group has unveiled AIVI, an AI-powered fashion and lifestyle super-app that signals a bold new chapter in the Group’s three-decade retail journey.

Drawing on years of regional e-commerce expertise, AIVI unites artificial intelligence, data, loyalty and digital commerce to deliver a more intuitive and deeply personal way to shop.

Now live across the UAE, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman, AIVI opens the door for more than 15 million existing customers to explore over 200,000 styles.

The platform represents a clear philosophical shift: rather than asking customers to search harder, AIVI helps them discover better.

From Searching to Discovering: The AIVI Philosophy

The core promise of AIVI lies in its ability to transform a catalogue-browsing chore into an intelligent, guided experience.

Rather than scrolling endlessly through filters and categories, shoppers are paired with tools that anticipate their needs, learn from their behaviour and surface products that genuinely fit their lives.

This approach reflects a broader trend in global retail, where AI-driven personalisation has moved from a nice-to-have to a competitive necessity.

Apparel Group is positioning itself at the forefront of this shift in the Gulf region.

Club AIVI: Loyalty Reimagined

A cornerstone of the launch is Club AIVI — formerly known as Club Apparel — the Group’s loyalty programme now embedded directly into the platform.

Backed by a network of more than 2,600 stores, 85+ international brands and operations spanning 14 countries, Club AIVI lets existing members keep the same registered ID while earning and redeeming rewards across participating brands.

Rewards work seamlessly across online shopping, physical retail and food and beverage outlets, ensuring that every purchase counts no matter where it happens.

This omnichannel consistency is designed to deepen engagement and reward customer loyalty across the Group’s vast ecosystem.

“AIVI is a defining milestone in Apparel Group’s evolution.

Over 30 years, we have built scale, brands, stores and a deep understanding of the regional consumer.

AIVI brings those strengths together with AI, data and technology to create the next generation of our retail ecosystem.

It reflects where we are going as a Group: more connected, more intelligent and increasingly built around the individual customer.”.

— Neeraj Teckchandani, CEO of Apparel Group

Ask AIVI: Your Personal Fashion Assistant

At the heart of the AIVI experience is Ask AIVI, an AI-powered fashion assistant that responds to both text and voice commands.

Shoppers can request an outfit for a dinner, a look tailored to a specific occasion, styling ideas for an item they already own, or matching shoes, bags and accessories.

Recommendations are shaped by individual preferences, past searches and purchase history, making each suggestion increasingly relevant over time.

Virtual Try-On: The Fitting Room in Your Pocket

Personalisation goes a step further with Virtual Try-On, which allows customers to upload or snap a photo and see how selected clothing may look on them before buying.

This feature brings the fitting room experience directly into the palm of the hand, reducing uncertainty and returns while boosting shopping confidence.

Express Fulfilment: Speed as a Differentiator

Delivery speed sets AIVI apart. Express fulfilment delivers selected products in as little as 60 minutes in the UAE and 90 minutes across the Gulf, turning impulse into instant gratification and raising the bar for regional e-commerce.

“The opportunity is to make shopping feel less like navigating a catalogue and more like having an intelligent companion that understands what you need.

AIVI brings conversational discovery, personalisation, Virtual Try-On and faster fulfilment into one experience, while keeping the inspiration and enjoyment that make fashion personal.”.

— Vivek Rajkumar, CEO of AIVI

“Own Your Vibe”: A Celebration of Regional Diversity

Marking its regional debut, AIVI released an original song titled “Own Your Vibe” that blends Arabic, Hindi and English into a single track — a deliberate reflection of the many cultures and communities across the GCC.

The song features Saudi singer and pop artist Zena Emad alongside Indian rapper and artist Karma (Vivek Arora).

Distributed by Warner Music MENA and supported by an official music video and broader digital campaign, the track carries the brand message: “AIVI is Me.

AIVI is You.

AIVI is Us.” — an anthem for the diverse communities AIVI is built to serve.

Availability and the Road Ahead

AIVI is available on iOS and Android across all six GCC markets.

It arrives with the scale of an established business and the mindset of a new one — a defining step in Apparel Group’s ambition to connect physical retail, digital commerce, loyalty and AI around a single, unified customer experience.

As regional retail continues its digital transformation, AIVI illustrates how legacy players can reinvent themselves for an AI-first era, using data and technology not just to sell more, but to serve better.

About Apparel Group

Apparel Group is a multibillion-dollar conglomerate headquartered in Dubai, UAE, with a growing network of more than 2,600 stores and a diverse portfolio of 85+ international brands across 14 countries.

The Group maintains a strong presence across the GCC and continues to expand into key international markets.

Its growth is powered by a multicultural workforce of over 28,000 employees and steered by its founders, Sima Ganwani Ved and Nilesh Ved.