A new chapter for the Group brings fashion and artificial intelligence together, offering more than 15 million customers across the GCC a shopping experience like no other.
Dubai, United Arab Emirates – 18 October 2026: Apparel Group has launched AIVI, its new AI-powered fashion and lifestyle app, marking a significant evolution in the region’s digital shopping experience.
Bringing together artificial intelligence, data, loyalty and digital commerce in one integrated platform, AIVI places customers at the heart of every shopping journey, creating a more personalised and connected retail experience.
Available across the United Arab Emirates, Saudi Arabia, Kuwait, Qatar, Bahrain and Oman, AIVI gives more than 15 million customers access to over 200,000 styles and products. Its approach is simple: instead of having to search for what they want, customers can discover products and recommendations tailored to their preferences.
Club AIVI: Loyalty at the Heart of the Shopping Experience
Going beyond intelligent shopping, AIVI integrates Club AIVI, formerly known as Club Apparel, directly into the app. With a network of more than 2,600 stores and over 85 international brands across 14 countries, the loyalty programme enables customers to earn and redeem rewards on purchases made online, in stores and at food and beverage outlets.
Existing members can continue using their current registered accounts without any additional steps, ensuring a seamless transition. With AIVI, every purchase counts and every eligible transaction is an opportunity to earn rewards.
Neeraj Teckchandani, Group CEO of Apparel Group, said: “AIVI marks a defining milestone in Apparel Group’s journey. Over the years, we have built an extensive network of stores and brands, alongside a deep understanding of consumers across the region. Today, AIVI brings these strengths together with artificial intelligence, data and technology to deliver a new generation of retail that is smarter, more connected and designed around the individual needs of every customer.”
From Search to Inspiration: An AI Assistant That Transforms the Shopping Experience
At the heart of AIVI is its AI-powered assistant, which responds to both text and voice commands. Customers no longer need to know exactly what they are looking for before opening the app; they can simply ask AIVI.
Whether they are looking for an outfit for a romantic dinner, styling ideas for a formal occasion, inspiration for a favourite wardrobe piece, or recommendations for shoes and bags to complete a look, AIVI offers suggestions informed by their personal preferences, purchase history and previous searches.
Personalisation extends beyond recommendations. Through its virtual try-on feature, customers can upload an existing photo or take one directly through the app to preview how selected items may look on them before making a purchase, bringing the fitting-room experience straight to their phones.
The experience is complemented by fast fulfilment and delivery services, with selected products available for delivery within just 60 minutes in the UAE and 90 minutes in other GCC markets.
Vivek Rajukumar, CEO of AIVI, said: “Shopping is, at its heart, a human experience with a unique sense of enjoyment. What we set out to build with AIVI is not simply an e-commerce platform, but an intelligent companion that understands customers, knows their tastes and recommends what suits them before they even ask. We believe that when technology is used in the right way, it does not take away the joy of shopping; it elevates it to a whole new level.”
‘Own Your Vibe (3ala Jawwak)’: A Song Born in the Gulf That Speaks to Everyone
To coincide with the app’s launch, AIVI has unveiled its original song, Own Your Vibe (3ala Jawwak), bringing Arabic, Hindi and English together in a single melody that reflects the cultural diversity and rich identities of the Gulf region.
The track features Saudi singer Zena Emad alongside Indian rapper and songwriter Karma. Distributed by Warner Music MENA, the release is supported by an official music video and an integrated digital campaign.
The song captures AIVI’s message: “AIVI is me. AIVI is you. AIVI is us.” It reflects the vision behind a platform designed not for one particular audience, but for everyone who calls the region home and contributes to its vibrant identity.
AIVI is available on iOS and Android across six GCC markets, offering customers a new way to discover and shop for fashion and lifestyle products.