The unprecedented rise of online shopping in the Middle East during the lockdown has encouraged several young entrepreneurs to go digital. Knowing the mood in the market has been crucial for e-commerce platforms to tailor strategies that attract more consumers, hence making data one of the most valuable assets.

Smart surveillance systems and machine learning deployed by malls have also stepped in to help local retailers compete with online sellers, thanks to insights on consumer sentiment. It was only a matter of time before a global player in behavioral AI landed on Emirati shores, to empower local businesses by analysing buyer behaviour.

The service is being rolled out in the UAE as part of a collaboration between US-based firm Fanplayr and Emirati startup Magnify. The system reads consumer preferences from e-commerce sites, and then uses machine learning to analyse the information for crafting strategies.

Businesses can choose their target audience, and the mechanism creates customised messaging to attract netizens based on what they are looking for. Fanplayr also keeps the brand identity in mind while using AI for crafting effective communication strategies, that can amplify products.

The company will be working with local as well as global companies actively trying to carve out their share of the growing e-commerce market in the Middle East. It has already expanded into UK, South America and Japan thanks to similar collaborations.

Fanplayr doesn't just stop at providing insights to create campaigns, but it also tracks the progress of a business via in depth testing, to make sure marketing strategies are producing desired results.

Although the project is primarily aimed at strengthening firms which provide online services, the desire among Emirati retailers to go hybrid has widened the scope for analytics. Systems introduced by tech brand Bosch are relying on visual data about products that consumers are drawn towards, to help stores feature items that attract higher footfalls.