UAE businesses are moving quickly to adapt to AI-led shopping journeys, with 62% saying they have created or optimized content for conversational and question-based queries, according to new Salesforce research.
The findings come from the fourth edition of Salesforce’s State of Commerce report, which identifies implementing or expanding AI as the top priority for UAE commerce leaders this year. Improving product content quality and increasing visibility across third-party sources each rank at 61%, while 58% of organizations have submitted data feeds to AI search platforms.
The research also highlights the value of unified customer data. Among UAE organizations with unified data, 48% reported better AI and automation outcomes, 47% saw stronger alignment between sales, marketing and commerce teams, and 43% reported higher conversion rates. The same share said customer retention and loyalty had improved.
However, omnichannel operations remain uneven. Siloed ordering channels were the most common issue among B2B organizations, cited by 44% of respondents. Other challenges included unsynchronized inventory data, inconsistent customer recognition across channels, and complex or inconsistent returns.
The report is based on a survey of 3,450 commerce professionals across 20 countries and 13 industries, conducted from April 10 to June 4, 2026. Salesforce also analyzed shopping behavior from more than 1.5 billion shoppers across 37 countries.
Source: Zawya
