How Boutiqaat scaled personal service across the GCC
By Pair Team
Boutiqaat, the leading beauty and fashion e-commerce platform in the Middle East, serves millions of customers across the GCC region. When they came to Pair, they had a clear challenge: how to maintain the personal, on-brand service their customers love while scaling to meet growing demand.
"Every interaction with our customers should feel like they're getting advice from a trusted beauty expert," says Abdulwahab Alessa, Founder and CEO of Boutiqaat. "We needed AI that could understand beauty, fashion, and our brand voice."
Pair deployed AI agents trained on Boutiqaat's product catalog, brand guidelines, and customer service standards. The agents handle product recommendations, order tracking, returns, and beauty consultations in both Arabic and English.
The results were immediate. Response times dropped by 78%, customer satisfaction scores reached 4.8 out of 5, and Boutiqaat tripled their support capacity without adding headcount. Most importantly, customers consistently report that interactions feel personal and helpful.
"Pair has transformed how we connect with our customers," says Alessa. "Every interaction feels personal and on-brand. That's exactly what we wanted."