87% of GCC CEOs Bet on AI—MRF 2025 Unveils the Tech-First Playbook for Retail’s Next Decade
- The #CaptainsOfTheCart convened the region’s CEOs of powerhouse brands whose decisions shape consumer culture across the GCC. Together, they agreed: innovation, strategic investment, timely tech adoption, and elevated customer experience are redefining retail into a dynamic, data-driven ecosystem built for agility, emotional resonance, and long-term relevance.
- Retail decision makers convened to explore how AI is driving the next wave of disruption, reshaping everything from customer experience and inventory management to dynamic pricing and retail media monetization
- While many brands continue to look westward for inspiration, the East offers powerful lessons in retail and hospitality, with markets redefining customer experience through super-app ecosystems, mobile-first commerce, and hyper-personalized service models
Dubai, UAE – September 9th , 2025
The 14th edition of the Middle East Retail Forum (MRF) 2025, an initiative by RetailME Group, concluded today at JW Marriott Hotel Marina, Dubai, spotlighting the six forces that continue to propel retail forward: Technology, Product, Consumers, Experience, Purpose, and Talent. The day long forum brought together some of the region’s brightest minds visionaries, disruptors, policymakers, technologists, and brand leaders who deliberated on retail’s toughest questions and shared bold ideas shaping the GCC’s retail future.
Fueled by rapid urbanization, surging tourism, and rising disposable incomes, the GCC’s retail market has maintained a projected CAGR of 6.5% from 2023 to 2025. With nearly 60% of the population under 30, and an increasingly tech-savvy, socially aware consumer base, the sector is rapidly shifting formats, channels, and experiences. From luxury malls to mobile-first D2C models, retail today is layered, fluid, and hyper-personalized.
Opening with powerful keynote sessions, the forum quickly set the stage for the Next is Now: CEO Panel (#CaptainsOfTheCart), where leading CEOs explored how they are shaping retail today, not tomorrow. John Hadden, CEO, Alshaya Group, said:
“Retail in our region isn’t just about preparing for tomorrow it’s about thriving in the now. At Alshaya, we view innovation not only through technology but also in the way we curate brands that matter. By introducing names like Chipotle, Primark, and Ulta Beauty, we are filling critical white spaces in categories where we were underrepresented. At the same time, we’re leveraging AI and building our own sales forecasting tools to make smarter, faster decisions that keep us ahead of the curve.”
Echoing this, Neeraj Teckchandani, Group CEO, Apparel Group, added:
“Localization is not just strategy its survival. Global formats must adapt to cultural nuances here, while homegrown brands have the credibility to expand abroad.”
The GCC as a Global Shopping Destination (#GlobalCartsLocalStreets) panel underlined how tourism and local consumerism converge to position the GCC as a global retail beacon. Anita Baker, Managing Director MENA, LUSH Cosmetics, noted:
“Tourists and residents are converging in their choices. The GCC has become a pilgrimage not only for shopping but for experiences that blend global authenticity with local soul.”
Talent and technology emerged as twin enablers during Leading the Future: People + Pixels Mouna Abbassy, Founder & CEO, IZIL Beauty, emphasized:
“Agility, adaptability, and empathy are what make retail teams future-ready. Investing in people capability is as strategic as investing in AI.”
Technology’s transformative role was showcased across multiple sessions. From the keynote Scaling AI Impact: Beyond the Pilot Plateau to Experience & Emotions: AI & Tech Journeys (#EmotionInMotion), leaders highlighted how AI and immersive tech are reshaping retail. Vishal Kapil, Group CTO, Mair Group, said:
“AI is not just about technology adoption but about creating human-centric experiences that make retail more intuitive, predictive, and emotionally engaging.”
A key highlight was the unveiling of “how frontline workers are being empowered through AI to drive operational efficiency and deliver more meaningful customer interactions.” Harshdeep Jolly, Executive Director of Technology and AI, Al-Futtaim Group
The agenda also spotlighted omnichannel transformation in Mastering Omnichannel: What’s Next for Unified Retail Experiences (#UnifiedAndUnstoppable), where panelists explored how retailers are creating frictionless customer journeys that blur the lines between cart, couch, and counter. Quick commerce and retail media networks also took center stage, with conversations around speed, personalization, and new digital-first engagement models.
Experience design was brought alive in Retailtainment Reloaded: Designing Spaces That Sell Through Experience . Nancy Ozbek, General Manager, Mall Division, Sharaf Group, remarked:
“Malls are no longer just retail hubs they are cultural stages where entertainment, community, and commerce converge to extend dwell time and inspire loyalty.”
RetailME Startup Summit was also hosted, which was a high-energy Pitch Session, where founders shared their stories and products live in front of an esteemed jury comprising leaders in retail, strategy, and investment. Organized in collaboration with Homegrown, the session promised [DM1] to transform bold ideas into launchpads, offering startups unmatched visibility and credibility.
As part of the 14th edition of the Middle East Retail Forum, emerging startups showcased their innovations during the exhibition and participated in an engaging pitching session that drew significant attention from industry leaders and investors. The session concluded with three standout startups—Tchaba, Bumblebee, and Nohmbeing honored with awards for their exceptional contributions and disruptive ideas.
Entrepreneurship and resilience were underscored at the D2C Townhall where founders shared raw, unfiltered stories of building direct to consumer businesses. Nader Amiri, General Partner of Homegrown Ventures, for the D2C Townhall session:
“The true spirit of entrepreneurship lies in resilience. What we heard today were not just business success stories, but journeys of grit, risk taking, and reinvention. These founders prove that direct to consumer brands are built not only on great products but on the unwavering determination to keep going despite setbacks.”
Sandeep Ahuja, Former MD & Group CEO, VLCC Group, stated:
“Retention is not just about keeping customers, it’s about creating a product and experience so authentic that they return on their own.”
The evening culminated in the 15th IMAGES RetailME Awards, celebrating retail excellence across more than 20 categories.
- IMAGES RetailME Most Admired Retail Innovation & Transformation of The Year – ADNOC
- IMAGES RetailME Most Admired Transformation of The Year in The Food Service Sector – Cold Stone Creamery
- IMAGES RetailME Most Admired Retail Launch of The Year: Timeless Memory Creator – Disney Store
- IMAGES RetailME Most Admired Retail Launch of The Year: Designer Toy Culture – The Little Things
- IMAGES RetailME Most Admired Brand Campaign of The Year – Fashion and Lifestyle: Ready-To-Wear Clothing and Lifestyle Retailer – LC Waikiki
- IMAGES RetailME Most Admired Brand Campaign of The Year – Fashion and Lifestyle: Baby Clothing & Essentials – Babyshop
- IMAGES RetailME Most Admired Brand Campaign of The Year – Footwear and Accessories – CROCS
- IMAGES RetailME Most Admired Brand Campaign of The Year – Food & Beverage – Costa Coffee
- IMAGES RetailME Most Admired Market Expansion of The Year: Integrated Lifestyle Retailer – Majid Al Futtaim – Lifestyle
- IMAGES RetailME Most Admired Market Expansion of The Year: Food Service – Firehouse Subs
- IMAGES RetailME Most Admired Store Design of The Year: Functional Fashion Retailer – Threads ME
- IMAGES RetailME Most Admired Store Design of The Year: Iconic Eyewear Essentials – Al Jaber Optical
- IMAGES RetailME Most Admired Store Design of The Year: Luxurious Timeless Essentials –Les 100 Ciels,
- IMAGES RetailME Most Admired Emerging Tech Adopter of The Year – ASICS
- IMAGES RetailME Most Admired Retailer Of The Year: Customer Service Initiative – Jetour UAE
- IMAGES RetailME Most Admired Experiential Retailer of The Year: Home & Housewares – Home centre
- IMAGES RetailME Most Admired Experiential Retailer of The Year: Beauty & Wellness – Scentitude by OBS
- IMAGES RetailME Most Admired Responsible Retailer of The Year – Apparel Group
- IMAGES RetailME Most Admired Value Retailer of The Year – Lulu Retail Holding
- IMAGES RetailME Most Admired E-Commerce Retailer of The Year: Global Spirits Curator – MMI
- IMAGES RetailME Most Admired E-Commerce Retailer of The Year: Affordable Glamour – xpressions
- IMAGES RetailME Most Admired Digital First Offline Retailer of The Year – Linen Obsession
- IMAGES RetailME Most Admired Omnichannel Retailer of The Year: Food & Grocery – Grandiose Supermarkets
- IMAGES RetailME Most Admired Omnichannel Retailer of The Year: Fashion & Lifestyle Landmark – Centrepoint
- IMAGES RetailME Most Admired Retailer of The Year: Beauty & Wellness – Rituals
- IMAGES RetailME Most Admired Retailer of The Year: Food & Grocery – ZOOM
- IMAGES RetailME Most Admired Retailer of The Year: Children’s Wear – Motherhood Essentials Companion – Mom store
- IMAGES RetailME Most Admired Retailer of the Year: Children’s Wear – Modern Dreamwear Stylist – Nayomi Dream
- IMAGES RetailME Most Admired Retailer of The Year: Footwear and Accessories – Athletes CO (ACO)
- IMAGES RetailME Most Admired Retailer of The Year: Fashion – Menswear Retailer – Mihyar
- IMAGES RetailME Most Admired Retailer of The Year: Fashion – Trend-Forward Fashion Innovator – Splash Fashions
- IMAGES RetailME Most Admired Retailer of The Year: Fashion – Emerging Retailer – Tensplace
- IMAGES RetailME Most Admired Retailer of The Year: Home & Housewares MENA – Danube Home
- IMAGES RetailME Most Admired Retailer of The Year: Pharmacy & Healthcare – GMG (Supercare, Arabella Pharmacy & Good Health)
- IMAGES RetailME Most Admired Retailer of The Year: Leisure & Entertainment – Ground Control
From C-suite insights to startup spotlights, from AI-driven personalization to retailtainment, MRF 2025 was more than just a conference it was a compass for the future of GCC retail. By connecting human insight with bold technology, and purpose with performance, the event underscored the transformative momentum shaping the region into a global epicenter of retail innovation.
[DM1]This cannot be in future tense. The event is now over
