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Is this what the future of shopping looks like? Max Fashion launches AI-powered try-on experience in UAE

Initially launched in the UAE, the experience marks a significant step forward in omnichannel retail, blending physical-store confidence with digital convenience

Nida Sohail
Nida Sohail

12 June, 2026

Is this what the future of shopping looks like? Max Fashion launches AI-powered try-on experience in UAE

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Max Fashion, one of the Middle East’s leading value fashion retailers and part of the Landmark Group, has unveiled a major artificial intelligence-driven upgrade to its digital shopping experience in partnership with Google Cloud.

The rollout introduces Google Cloud’s Virtual Try-On API, positioning the brand among the first in the MENA region to deploy generative AI at scale to solve one of ecommerce’s most persistent challenges: product fit uncertainty.

Read more-AI knows you better than your family: Here’s what UAE shopping habits revealed

Initially launched in the UAE, the experience marks a significant step forward in omnichannel retail, blending physical-store confidence with digital convenience. Built on Google Cloud’s AI infrastructure and powered by Gemini Enterprise-based generative vision models, the solution allows shoppers to instantly visualize how garments appear on different body types with high realism, including drape, movement, and fit accuracy.

Image credit: Supplied

Industry observers see the move as part of a broader shift toward immersive commerce, where browsing evolves into interactive, personalised visualisation rather than static product viewing.

Reimagining the digital fitting room

Traditional ecommerce has long struggled with high return rates driven by sizing uncertainty and lack of physical try-on options. Max’s deployment of Google Cloud’s Virtual Try-On API is designed to close this gap by simulating the in-store fitting experience directly on mobile and desktop platforms.

By embedding hyper-personalised visualisation tools into its digital ecosystem, Max aims to increase purchase confidence, reduce friction in the decision-making process, and strengthen long-term customer loyalty. The company positions the upgrade not simply as a feature enhancement, but as a structural shift in how customers interact with fashion online.

Executive perspective: A structural shift in retail

“The introduction of Virtual Try-On is not just an incremental update; it is a profound structural upgrade to our entire omnichannel ecosystem,” said Hani Weiss, CEO of Max Fashion. “Artificial Intelligence represents an extraordinary commercial opportunity to make the customer experience more predictive, engaging, and personal. Partnering with Google Cloud allows us to arm our digital platforms with world class tools that drive customer retention and lifetime value. This is the definitive future of regional e-commerce, and Max is proud to lead the charge.”

Hani Weiss, CEO of Max Fashion, said: “Fashion retail is evolving quickly, and customers today expect digital experiences that are not only convenient, but also intelligent, personal and useful. The launch of Virtual Try-On with Google Cloud is a major step forward in how we serve our customers online. It helps address real purchase barriers, particularly around fit and confidence, while allowing us to create a richer and more engaging shopping journey. At Max, our ambition is to make fashion more accessible, and this collaboration allows us to extend that promise through technology in the region.”

Bala Subramaniam, SVP and head of Omnichannel at Max, said the technology effectively eliminates the divide between online and physical retail experiences.

“Virtual Try-On fundamentally collapses the gap between our online and in-store experience,” added Bala Subramaniam, Senior Vice President & Head of Omnichannel, Max. “For the first time, a customer browsing on their phone has the same confidence as one standing in our fitting room. That is what true omnichannel means, and this is what it looks like at scale.”

Google Cloud: AI as a retail growth engine

From Google Cloud’s perspective, the collaboration reflects a broader industry transition toward AI-led personalization as a core business driver rather than a supplementary tool. The integration of Virtual Try-On into Max’s ecosystem demonstrates how generative AI can influence not just engagement metrics, but also conversion rates and operational efficiency.

“Technology is at its most potent when it transforms consumer behavior and unlocks tangible business value,” said Ziad Jammal, General Manager, Google Cloud UAE, Levant, and North Africa. “This collaboration demonstrates how Google Cloud’s generative AI can elevate the consumer journey far beyond standard transactions. By integrating our Virtual Try-On API, Max is disrupting the traditional retail parameters in the MENA region, proving that AI-driven personalization is no longer a luxury, it is a core business imperative for forward-thinking retailers.”

With this rollout, Max and Google Cloud are effectively setting a new benchmark for digital retail innovation in the Middle East. The partnership signals a shift toward fully integrated omnichannel ecosystems where artificial intelligence plays a central role in shaping customer experience, reducing friction, and driving conversion.

As more retailers across the region explore generative AI applications, the Max deployment is likely to be viewed as an early reference point for how immersive, data-driven shopping experiences will evolve in the years ahead.

Trump cancels planned strikes against Iran, oil prices fall

Trump had earlier on Thursday threatened to hit Iran “very hard” as tensions in the Middle East escalated sharply over recent days

Reuters
Reuters

11 June, 2026

Trump cancels planned strikes against Iran, oil prices fall

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Oil prices fell sharply after US President Donald Trump said he has cancelled plans to strike Iran on Thursday.

Brent futures fell $3.37, or 3.6 per cent, to $89.73 a barrel, while U.S. West Texas Intermediate (WTI) crude futures fell $3.20, or 3.6 per cent, to $86.83 a barrel.

Trump had earlier on Thursday threatened to hit Iran “very hard” as tensions in the Middle East escalated sharply over recent days. Still, Iranian sources and Western officials had said indirect talks for a preliminary peace deal between the two sides had intensified.

Trump said he cancelled the strikes because discussions “have been brought to the highest level of Iranian leadership and approved”. He did not share more details in his social media post announcing the decision.

“Discussions and final points have been, in both concept and great detail, approved by all parties involved,” Trump said in his post.

Trump threatens Iran strikes hours after Hormuz closure announcement

Trump claimed that Iran’s naval, air and air defence capabilities had been largely destroyed

Rajiv Pillai
Rajiv Pillai

11 June, 2026

Trump threatens Iran strikes hours after Hormuz closure announcement
Image: Getty Images

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US President Donald Trump has threatened a major escalation in the conflict with Iran, declaring that the United States would hit the country “very hard” and signalling plans to take control of critical Iranian energy infrastructure, including the strategically important Kharg Island.

In a post on Truth Social on Thursday, Trump claimed that Iran’s naval, air and air defence capabilities had been largely destroyed and warned of imminent military action. He also stated that the US would eventually take control of Kharg Island and other oil infrastructure assets, adding that Washington would “assume total control” of Iran’s oil and gas markets.

The comments represent one of Trump’s strongest statements since the latest phase of hostilities began and raise the prospect of direct US action against assets that underpin Iran’s energy exports. Kharg Island is widely regarded as Iran’s most important oil export terminal, handling the vast majority of the country’s crude shipments to international markets.

The remarks come amid heightened tensions across the Gulf region, with concerns growing over the future of energy flows through the Strait of Hormuz and the security of critical oil and gas infrastructure. Markets reacted swiftly to the latest developments, with oil prices reversing earlier losses following Trump’s statement as traders assessed the potential impact on global crude supplies.

Trump compared the proposed strategy to US actions in Venezuela, arguing that greater American control over energy resources had delivered positive outcomes. However, he did not provide details on how the United States would seek to take control of Iranian energy assets or whether any such move would involve military occupation, sanctions enforcement or other measures.

The comments came after the Persian Gulf Strait Authority (PGSA) announced on X that the Strait of Hormuz would be “completely closed” to transit traffic, citing tensions involving US forces.

PGSA says Strait of Hormuz “completely closed” amid latest US strikes

The latest notice follows reports that Iran’s military command had moved to halt vessel traffic through the strait amid renewed hostilities with the United States

Rajiv Pillai
Rajiv Pillai

11 June, 2026

PGSA says Strait of Hormuz “completely closed” amid latest US strikes

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The Persian Gulf Strait Authority (PGSA) has announced that the Strait of Hormuz will be “completely closed” to transit traffic, citing escalating tensions involving US military operations.

In a post published on X, the authority said: “Due to tensions caused by the aggressive US forces and the recent announcement issued by IR Armed Forces, the Hormuz Strait will be completely closed.” The authority also advised companies and vessel operators that had already secured transit permits to remain patient and await further instructions.

View post on X

The announcement marks a significant escalation in the ongoing crisis surrounding one of the world’s most strategically important maritime chokepoints. The Strait of Hormuz serves as a critical route for global energy shipments, with a substantial share of the world’s crude oil and liquefied natural gas exports passing through the waterway.

The latest notice follows reports that Iran’s military command had moved to halt vessel traffic through the strait amid renewed hostilities with the United States. International media reports on Thursday indicated that Iranian authorities had declared the waterway closed to all vessels following fresh US strikes.

The PGSA, established earlier this year to oversee and regulate maritime transit through the strait, has become a key point of contact for shipping companies seeking passage approvals during the crisis.

Read: Three Indian sailors killed in US-Iran shipping standoff

Three Indian sailors killed in US-Iran shipping standoff

The US military’s Central Command (Centcom) said a US aircraft had carried out a precision strike on the Palau-flagged oil products tanker Settebello in the Gulf of Oman

Reuters
Reuters

11 June, 2026

Three Indian sailors killed in US-Iran shipping standoff
Image: Getty Images/Image for illustrative purpose

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Three Indian sailors have died in a US military operation to halt a tanker off Oman as part of Washington’s efforts to blockade Iran-linked shipping, Indian authorities confirmed on Thursday.

The deaths are the first reported since the blockade began on April 13, operations which have seen the US disable eight ships and turn back more than 100 others.

Separately, the Indian embassy in Oman on Thursday reported an incident involving another tanker off Oman, which the Forward Seamen’s Union of India said was the MT Jalveer.

Indian Shipping Minister Sarbananda Sonowal confirmed the three sailors had died.

“Sadly, three Indian seafarers initially reported missing are now confirmed dead after bodies have been located and identified,” Sonowal said.

The US military’s Central Command (Centcom) said a US aircraft had carried out a precision strike on the Palau-flagged oil products tanker Settebello in the Gulf of Oman.

It “fired precision munitions into the ship’s engine room after the crew repeatedly failed to comply with directions from American forces”, Centcom said.

India’s foreign ministry on Wednesday condemned the attack and said 21 Indian sailors had been rescued.

The Omani Navy responded to the Settebello’s distress call after it reported an engine fire following the US strike, British maritime risk management group Vanguard said.

India summoned the US deputy chief of mission to the country after lodging a “strong protest” over the incident, two Indian sources with direct knowledge of the matter told Reuters on Wednesday.

The US attacks on vessels carrying Indian seafarers come ahead of next week’s Group of Seven summit where Indian Prime Minister Narendra Modi is likely to hold bilateral talks with US President Donald Trump. Centcom said the Settebello “violated the ongoing blockade by attempting to transport oil from Iran”.

It said the US blockade had disabled eight non-compliant vessels, redirected 134 ships that complied, and allowed 42 vessels supporting humanitarian aid to pass.

US ‌forces disabled the unladen Marivex oil tanker, which also had Indian crew aboard, in the Gulf of Oman on Monday after it attempted to sail to an Iranian port.

India is the world’s third-largest supplier of seafarers, with more than 300,000 sailors working in global shipping fleets, according to government data. Ships being targeted by the US blockade include Iranian vessels as well as so-called shadow fleet tankers, which are typically older vessels without Western insurance used to transport sanctioned oil and sailing under the flags of various nations to obscure their true ownership, cargo and movements.

“I strongly condemn any act from any party that endangers the lives of seafarers and the safety of international shipping. This is simply unacceptable,” Arsenio Dominguez, secretary-general of the UN’s shipping agency the International Maritime Organization, said on Wednesday.

Qatar Airways resumes daily Doha-Philadelphia flights

The airline said the route will provide travellers with access to destinations across Africa, Asia and the Middle East via Hamad International Airport in Doha

Gulf Business
Gulf Business

11 June, 2026

Qatar Airways resumes daily Doha-Philadelphia flights
Image: Supplied

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Qatar Airways has announced the resumption of daily flights between Doha and Philadelphia, effective August 1, 2026, expanding its North American network to 14 destinations.

The reinstated service will operate using the Airbus A350-900 aircraft, featuring the airline’s Qsuite business class product and Starlink connectivity.

Philadelphia becomes the latest US destination in Qatar Airways’ network as the carrier continues to strengthen its presence in North America and enhance connectivity through its Doha hub.

The airline said the route will provide travellers with access to destinations across Africa, Asia and the Middle East via Hamad International Airport in Doha.

In the United States, passengers will also benefit from onward connectivity through Qatar Airways’ oneworld alliance partner, American Airlines.

Qatar Airways noted that more than 140 aircraft in its fleet are now equipped with Starlink, making it the world’s largest Starlink-equipped widebody fleet.

The airline first entered the US market in 2007 with flights to New York and has since expanded its North American footprint to serve key business and leisure destinations across the region.

Daily flights between Doha and Philadelphia will operate as follows:

  • Flight QR727 will depart Doha at 08:00 and arrive in Philadelphia at 15:05.
  • Flight QR728 will depart Philadelphia at 21:30 and arrive in Doha at 17:00 the following day.

This summer, Qatar Airways’ North American network will comprise Atlanta, Boston, Chicago, Dallas, Houston, Los Angeles, Miami, Montreal, New York, Philadelphia, San Francisco, Seattle, Toronto and Washington D.C.

The airline said the resumed Philadelphia service reflects its continued commitment to the US market and its strategy of strengthening global connectivity through Doha.

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