Artificial intelligence is set to play a starring role in this year’s Dubai Shopping Festival (DSF), according to new research from YouGov. The Dubai Shopping Festival 2025-26 report finds that nearly three quarters of UAE residents (72%) plan to rely on AI tools to help them navigate mega sales this season, marking a shift in how consumers approach one of the country’s biggest retail events. Gen Z and Millennial shoppers (74%) are significantly more likely to use AI than their older counterparts (64%) in this year’s sales.

More than a third of shoppers even say they would trust AI to select and purchase gifts for friends and family (34%), while close to one in three wish AI could handle all of their holiday shopping (29%).

This growing reliance on AI comes at a time when enthusiasm for mega sales events is at a high. Almost three in five UAE consumers (59%) say they plan to shop at DSF 2025–26, placing it on par with other major shopping moments such as Amazon Prime Day and Black Friday.

Interest overall is rising, with 60% of residents reporting they are more engaged with mega sales than they were two to three years ago.

The research also shows that the profile of DSF shoppers is evolving. Older consumers are leading participation, with 67% of Gen X and Baby Boomers+ planning to shop compared to 57% of younger generations. Parents are also significantly more likely to take part than non-parents.

Meanwhile, one in three shoppers (33%) expect to spend more this year than last, reinforcing the festival’s role as a major driver of retail growth.

When it comes to what shoppers will buy, clothing continues to dominate purchase intent at 67%, followed by accessories at 59% and technology products at 52%. What excites consumers most, however, are personalized offers and flash deals, which the majority cite as the biggest incentives to shop. Interactive livestreams and influencer promotions are also playing a growing role in driving participation.

Despite this optimism, the report notes that some shoppers remain cautious. Misleading discounts and tighter financial conditions are the main reasons cited by those who say their interest in mega sales has declined. Even so, the overall picture points to a strong season ahead, increasingly shaped by new technologies like AI.

Download the full report on the Dubai Shopping Festival 2025-26 here.

Methodology

The findings are based on a YouGov survey conducted between August 8 and August 18, 2025, with over 1,006 respondents in the UAE. Dubai Shopping Festival shoppers are defined as those who answered with “Somewhat likely” & “Very likely” to the question: “How likely are you to make purchases during Dubai Shopping Festival?”