SCALING PRACTICAL AI FOR RETAIL GROWTH IN THE GCC

Exclusive interview with Mark Turner, President EMEA, Rezolve Ai

What made Shoptalk Luxe Abu Dhabi a priority platform for Rezolve Ai this year?

For Rezolve Ai, Shoptalk Luxe Abu Dhabi brings together the right audience at the right moment. Luxury retailers in the region are no longer exploring ideas, they are making decisions and investing. It is a practical forum to exchange views with brands that are actively shaping their customer engagement and commerce strategies, and to have grounded conversations about what is working in real retail environments. Abu Dhabi also reflects how influential the region has become in global luxury thinking.

How is AI changing the way luxury retailers think about customer engagement today?

Luxury retailers are becoming far more intentional about how and when they engage customers. AI is helping them move away from broad personalisation toward more contextual, timely interactions that respect the brand experience. The focus is on supporting customers at key moments, whether online or in store, and ensuring engagement feels consistent and considered rather than automated or intrusive.

What distinguishes meaningful AI adoption in retail from short-term experimentation?

Retailers that see lasting value from AI are those that embed it into day-to-day operations rather than treating it as a standalone initiative. Meaningful adoption is driven by clear commercial goals, fast implementation, and solutions that work within existing systems and teams. Short-term experimentation tends to stall when it lacks ownership, scale, or a clear link to performance outcomes.

Why is the Middle East, and the UAE in particular, becoming increasingly important for luxury retail innovation?

The Middle East, and the UAE in particular, has created an environment where luxury retail innovation can move quickly. Consumers are digitally confident, infrastructure is strong, and there is a clear push at a national level to adopt advanced technologies. This combination allows retailers to implement and test new models at scale, which is why the region is increasingly influencing global luxury strategies.

Looking ahead, where do you see AI delivering the most value for luxury brands over the next few years?

The greatest value will come from AI that directly supports growth while reinforcing operational discipline. For luxury brands, that means more relevant engagement that improves conversion and loyalty, alongside better forecasting and inventory decisions that protect margins. The priority will be practical use of AI that enhances the customer experience without compromising brand integrity.