Brands For Less (BFL) Group has launched its first fully AI-generated summer campaign in a bold step that aims to fuse the latest technological tools with creative retail strategy.
Going live in April, the campaign reimagines every element of a traditional fashion rollout: AI-generated models, AI-curated styling, AI-rendered settings and even AI-produced promotional visuals. The campaign is being rolled out across the UAE, Saudi Arabia, Lower Gulf countries, and Southeast Asia, including Singapore and Malaysia.
“We chose AI as the core creative approach because it perfectly reflects the spirit of innovation that defines both our brand and our customers. This summer, we didn’t just want to show the collection, we wanted to reimagine how it could be experienced. AI allowed us to do that in bold, unexpected ways,” said Ayman Beydoun, Chief Executive Officer of Brands For Less Group.
Beydoun added, “By blending fashion with technology, we created visuals that were trend-forward, dynamic, and full of storytelling potential. This approach helped us break through the noise and engage our audience with something fresh, fun, and visually disruptive—exactly what a summer campaign should be.”
At its core, the initiative showcases Brands For Less’ exclusive summer collection, featuring clothing, toys and home products from a curated range of high-quality, authentic brands.
But beyond products, the campaign also demonstrates a creative exploration of how generative AI can enhance brand storytelling, not by replacing human creativity, but by unlocking new dimensions of it.
“This campaign is more than just a first in the region, it’s an indication of where we believe the future of retail is headed,” Beydoun said.
“We approached this not just as a marketing initiative, but as a strategic innovation experiment. Our goal was to test how AI can accelerate the creative process, amplify visual storytelling, and ultimately drive deeper engagement with our audience, all while staying true to our core values of accessibility, quality, and originality,” Beydoun added.
View this post on Instagram
The campaign launches at a time when AI is transforming industries across the globe. By embracing this technology with intention and creativity, the brand aims to open up exciting new possibilities for storytelling, content creation, and customer engagement.
In August 2024, the off-price retailer Brands for Less revealed a campaign collaborating with AI influencers.
Brands for Less also claimed to be the first regional retailer to partner with AI Instagram personalities, featuring the first GCC virtual influencer Mayaseen, and the first Arab AI star, Jood. The first campaign was rolled out across multiple channels to maximise reach and engagement on social media platforms such as Instagram and TikTok.
More recently, Brands for Less’ The Agent campaign, produced by Ninja Media Productions at Pixojam Virtual Production Studio in Dubai, offered audiences an inside look at the sourcing process behind the brand. The campaign aimed to inform consumers about how products are selected from various global suppliers, emphasising authenticity and quality.
Beydoun concluded, “At Brands For Less, we are committed to embracing digital transformation and leading with innovation. Whether through AI integration, hoping on trends, or data-driven strategies, we continuously seek out forward-thinking solutions to keep us relevant and ahead of the curve.”
CREDITS:
Client: Brands for Less / BFL Group
In-house production, design, creative, digital and marketing:
- Head of Creative; Khalil Fares
- Designers: Marc Soriano and Abdel Aziz Ahmed
- Videographer: Maneesh Abdul Manaf and Nabil Hussain
- Marketing and digital teams: Arlette Nahas,
Valroy Mascarenhas, Raghad Alhashemy, Ahmed Jalal Obeid
PR: Coffee Communications
