Safari Hypermarket, one of the leading retail chains in Doha, is advancing its business by utilising all possible areas of Artificial Intelligence (AI) technology.
The company has embraced AI from the very beginning, with a clear understanding of its future potential. Today, Safari is deeply invested in integrating AI into every aspect of its operations, especially in marketing and customer engagement.
One of the notable milestones in this journey was the launch of an AI-generated poster for the Safari Win 6KG Gold Mega Promotion, which began in July 2023. The campaign quickly caught public attention, proving the impact of creative AI in marketing. Building on this success, Safari continued to leverage AI for several other large-scale campaigns, including mega car promotions, mega gold promotions, cash prize campaigns, and various anniversary celebrations. These campaigns reflected the company’s commitment to innovation and its readiness to adopt cutting-edge solutions.
In addition to past promotions, Safari is actively using AI for current campaigns as well. AI is extensively applied in flyer and cover page designs, ensuring visually appealing and timely marketing materials. The hypermarket has also embraced AI-generated videos, model photography and product photography, enhancing the overall customer experience across digital and offline platforms.
Now, instead of conducting traditional product photoshoots involving models, photography setups, and location arrangements, Safari has transitioned to using AI-generated avatars. With just a single photo of a product, the AI system can generate an unlimited number of high-quality images featuring virtual models in diverse poses, outfits, and backgrounds. This technology allows for the creation of visually engaging and professional-grade content within minutes, without the logistical challenges and expenses of conventional shoots. As a result, Safari has significantly reduced both production time and marketing costs while maintaining creative flexibility and visual appeal across its promotional materials.
The company’s marketing team is highly knowledgeable and forward-thinking when it comes to AI. With a strong grasp of the latest tools and trends, the team is working on pioneering initiatives, including the development of AI-powered social media influencers for future brand marketing. These digital personalities are already in action, contributing to Safari’s evolving digital presence.
To strengthen this vision, Safari conducted specialized AI training programs for its creative team with the support of industry professionals. The Human Resources and Operations departments have also completed certified AI courses, ensuring that AI integration is understood and implemented across departments. Furthermore, AI has been effectively integrated into various other divisions such as HR, Finance, and Data Analysis, boosting overall efficiency and data-driven decision-making.
Additionally, Safari holds weekly meetings focused on AI-related improvements, studies, and learning sessions, which are personally attended and supported by Safari Group of Companies Managing Director Shaheen Backer. These sessions foster a culture of continuous learning and adaptability in the face of evolving AI technologies.
A key driving force behind this AI-first approach is Backer. A passionate AI enthusiast, he actively encourages and supports the adoption of AI technologies across the organization. His vision and leadership have inspired staff at all levels to explore new possibilities with AI, making innovation a core value of the company.
Through its early adoption and comprehensive application of AI, Safari Hypermarket is not only enhancing operational efficiency but also setting a new benchmark for innovation in the retail industry in Qatar.
