Middle East Luxury Shoppers Lead in AI Research
A Boston Consulting Group and Altagamma study finds Middle Eastern luxury consumers use generative AI to research products at a higher rate than the global average.
Updated on Nov. 9, 2026 in Accessories
Live Poll
Do you plan to spend more on luxury purchases in the next year?
Boston Consulting Group and Altagamma released the True Luxury Consumer Insights study on Middle East luxury consumers. The study found 93% of Middle Eastern luxury consumers use generative AI to research products, compared with a global average of 79%.
Why it matters
The global personal luxury market slowed in 2024 and 2025, making consumer behavior in higher-growth regions more consequential for brands. Middle Eastern consumers also show a net spending appetite six percentage points above the global average over the next 18 months.
Ninety-three percent of Middle Eastern luxury consumers use generative AI to research products, compared with 79% globally. The highest-spending Middle Eastern consumers record a net spending appetite of 19 percentage points.
The players
Boston Consulting Group
Boston Consulting Group is a global management consulting firm that co-released the True Luxury Consumer Insights study with Altagamma.
Altagamma
Altagamma is the Italian luxury goods industry foundation that co-released the True Luxury Consumer Insights study with Boston Consulting Group.
Ounass
Ounass is a Middle Eastern luxury retailer that used WhatsApp Business to deliver personalized shopping assistance to customers.
HUGO BOSS
HUGO BOSS is a German luxury fashion house whose Middle East division ran a creator-led and AI-generated content campaign with Steiff.
The details
Ounass used WhatsApp Business to provide personalized customer communications and shopping assistance, while HUGO BOSS Middle East used creator-led and AI-generated content for its BOSS x Steiff campaign. Meta's first regional luxury summit, The Luxury Edit by Instagram, was held in Dubai.
Timeline
2024 and 2025: Global personal luxury market slows.
Next 18 months: Middle East net spending appetite measured above the global average.
Third quarter of 2026: Meta's Partnership Ads grow more than 97% year over year.
2026: BCG forecasts global luxury market growth of 2% to 5%.
2029: BCG forecasts growth accelerating to between 4% and 7%.
Culture Shift
The findings reflect a broader shift in which luxury buyers increasingly rely on generative AI tools during product research rather than relying solely on traditional retail channels. Only 21% of fashion and luxury companies globally are considered leaders in AI adoption, a gap the study highlights.
Luxury shoppers researching products with AI tools may find brand information, personalized offers, and creator content shaping their purchase decisions. Brands are increasingly using messaging platforms like WhatsApp Business to provide direct, individualized shopping help.
The takeaway
For shoppers, using AI tools to research luxury products is now the norm in the Middle East, so comparing brand information and creator content before buying can help inform decisions.
Further reading
Explore more on Accessories to see how luxury buyers are shopping for and styling their picks.
Source note: This article includes information reported by Fast Company Middle East | The future of tech, business and innovation..
Live Poll
Do you plan to spend more on luxury purchases in the next year?
