A few years ago, if you searched for “the best smartwatch under AED 1,000”, the results came from a search engine. Today, that same question is likely answered by an AI assistant. These large language models (LLMs) don’t just provide links; they interpret, compare, and recommend products. For retailers, this marks a profound shift: visibility is no longer about optimising for humans, it’s now about optimising for algorithms that influence what humans see. 

Across the Middle East, this evolution is happening at remarkable speed. The UAE’s e-commerce market continues to expand at double-digit rates, and more than four in five online purchases are now made via smartphones. The nation’s fintech progress, spanning digital wallets to the UAE’s instant payments platform, Aani, has made going to the checkout nearly frictionless. A transaction that once required minutes now just takes a few seconds. 

At the same time, AI is reshaping expectations in major new ways. Consumers increasingly assume that brands should recognise their preferences, anticipate their needs, and deliver consistency across every touchpoint, from social media to physical stores. Yet many retailers still treat AI as a useful enhancement rather than a strategic foundation. In truth, it is rapidly becoming the bedrock of pricing, visibility, and customer loyalty. 

So, how can UAE retailers prepare as algorithms become the new storefronts?

By David Quaife, Managing Director for MENA, Pattern 

1. Prepare for the Algorithmic Shopper

 AI assistants depend on structured, trustworthy product data. Missing or inconsistent information on sizes, imagery, or delivery can result in your products never appearing in AI-driven recommendations. This is the next generation of search optimisation, so ensuring every piece of product data is accessible and machine-readable is paramount.

Retailers should ensure that pricing, imagery, and policies are uniform and consistent across websites, marketplaces, and social channels. Consistency signals authenticity to algorithms and as such, this enhances visibility where it matters most. 

2. Win the Mobile Moment 

The UAE remains one of the most mobile-centric markets in the world. Consumers browse, compare, and complete purchases entirely on their phones. Two-thirds of local shoppers now make their most recent purchase via smartphone, with many using biometric authentication for checkout. 

To succeed, retailers must remove friction at every stage here: one-click payment, clear delivery timelines, and transparent returns. Integrating Aani supports instant payments and refunds, while digital wallets and Buy-Now-Pay-Later appeal to younger audiences. The smoother the journey, the stronger your conversion rates, and the higher your AI ranking, since assistants increasingly prioritise completion success. 

3. Treat Retail Media as Valuable Shelf Space 

Retail media, the digital ads and screens within stores, are transforming into measurable, AI-powered performance channels. Majid Al Futtaim’s AI-enabled media network at Carrefour is one example, linking in-store audiences directly to digital campaigns and giving brands real-time visibility on how foot traffic drives sales. 

This represents the direction of marketing; every impression, online or offline is traceable to tangible outcomes. Retailers should begin viewing store space as a media asset and plan campaigns around profit contribution rather than impressions alone. 

4. Build Transparency and Trust 

With greater personalisation comes closer scrutiny. The UAE’s Personal Data Protection Law (PDPL) sets clear boundaries on consent and transparency. Shoppers value convenience but expect honesty in how their information is handled. 

Retailers should focus on collecting zero-party data, which is information customers willingly share because it enhances their experience. Retailers should explain the benefits clearly and always provide the option for human assistance when AI falls short. Trust will soon become a quantifiable ranking signal, determining which brands algorithms recommend. 

5. Explore Agentic Commerce 

Welcome to the age of agentic shopping, where digital assistants can autonomously research, compare, and even place orders. Gartner recommends that retailers start testing for this now. A practical first step is to run prompts like “the best protein powder for post-workout” through AI tools. Does your brand appear? If not, find the gaps: missing metadata, weak reviews, or inconsistent stock can all block recommendations. 

Pattern’s Geo Scorecard helps brands identify and improve these weak points in their digital visibility. In parallel, retailers should publish machine-readable FAQs, warranty details, and delivery policies. The goal is to teach machines to trust your brand as much as your customers do. 

6. Leverage the UAE’s Digital Edge 

Few markets offer infrastructure as advanced as the UAE’s. The country aims to double the digital economy’s share of GDP by 2031, logistics networks are expanding rapidly, and Amazon’s new fulfilment centre in Abu Dhabi enables same-day delivery for more customers. Add to that a proactive regulatory framework for fintech and data privacy, and the environment for digital retail has never been more supportive. 

For retailers, this means both regional and international opportunity. The UAE’s blend of tech-savvy consumers, digital infrastructure, and government ambition makes it an ideal testbed for AI-led retail strategies. 

Ultimately, the visibility game has changed. Success is no longer about who spends the most on ads, but whose data AI systems can interpret and trust. Retailers who refine their catalogues, streamline mobile experiences, and commit to transparent data practices will be the ones algorithms recommend tomorrow. 

In a market as digitally advanced as the UAE, where shoppers increasingly allow technology to guide their choices, the future of retail will belong to those who treat AI as a true collaborator in shaping customer experiences. The real winners are the ones that are seen first, trusted fastest, and chosen by both humans and machines alike.