AFM Holding’s Maqsood Mohommad shares insights on building data-driven, omnichannel retail ecosystems powered by AI, personalisation, and platform-led innovation in the UAE.
Retail in the UAE is entering a phase where technology is no longer a support function but a defining force behind how brands are built, experienced, and scaled. AFM Holding Group positions itself at this intersection, blending design-led retail with data intelligence, platform thinking, and practical adoption of emerging technologies. From marketplace innovation to omnichannel integration, the group’s approach reflects a broader shift in the region’s consumer economy — one that prioritises relevance over volume, personalisation over mass messaging, and seamless experiences over siloed channels.
Maqsood Mohommad, Founder & Chairman of AFM Holding Group, spoke to Tahawultech.com on how the company is building tech-enabled retail ecosystems through platforms such as Miruna and Funky Souq, while using AI, data, and immersive technologies to reshape customer journeys and future-proof retail in the region.
Interview excerpts:
How is AFM Holding bridging retail and technology through platforms like Miruna and Funky Souq?
We don’t see retail and technology as two separate tracks. For us, technology is simply the backbone that allows retail to scale, adapt, and stay relevant. With Miruna, we’re using tech to support a fashion-first, design-led brand. Everything from inventory planning to customer insights is driven by data, allowing us to respond quickly to demand without losing the creative edge of the brand. Funky Souq is built as a digital marketplace from the ground up. It connects sellers and consumers through a streamlined, AI-driven platform designed around ease of use, transparency, and trust. Together, these platforms demonstrate how we use technology not just to sell products, but to create smarter, more responsive retail ecosystems.
What’s next for e-commerce and tech-driven retail in the UAE’s fast-evolving consumer landscape?
The next phase of e-commerce in the UAE will focus less on volume and more on relevance. Consumers are selective and expect convenience, speed, and personalisation.
“We see strong growth in curated platforms, faster fulfilment, and brands that understand local preferences. Retail that feels intuitive, personal, and authentic will lead the market.”
How is AFM Holding building seamless, omnichannel consumer experiences across physical and digital touchpoints?
Our focus is on clarity and consistency. The experience should feel natural regardless of where the customer engages. This requires strong alignment across systems, data, and communication behind the scenes. When everything is connected properly, customers don’t think about channels. They simply engage with the brand.
What strategies are being used to personalise customer journeys and enhance engagement across online and offline channels?
Personalisation, for us, is less about pushing more and more content and more about timing and relevance. We pay close attention to how customers browse, what they respond to, and where they drop off. Those insights shape everything from product recommendations to how and when we communicate. Offline interactions are equally important and feed back into our digital understanding, helping us refine engagement over time instead of treating each interaction in isolation.
How does AFM Holding plan to leverage emerging technologies like AI and AR to redefine the future of retail in the region?
We are very practical about emerging technology. AI already helps us forecast demand better, personalize journeys more intelligently, and make quicker decisions across operations. It’s less about automation for its own sake and more about clarity and efficiency. AR is especially relevant in fashion and lifestyle retail, where confidence plays a big role in purchase decisions. Used well, it can reduce hesitation and improve trust. We adopt new technologies only where they clearly improve the customer experience and add real value.
