News

Mastercard Plans To Say Goodbye To Magnetic Stripes In 2024

The technology that makes magnetic stripes possible dates back to the 1960s.

Published

5 years ago

August 19, 2021

Joanna Melki

Mastercard

The pandemic has changed a lot of things, including the way we pay for goods and services. According to the Mastercard New Payments Index, 1 billion more contactless transactions were processed in the first quarter of 2021 compared to the same period in 2020. What’s more, 45% of all in-person checkout transactions in the second quarter of 2021 were contactless.

Now, the global payments and a technology company has announced that it plans to start phasing out the use of magnetic stripes on its credit and debit cards in 2024.

As explained in the official announcement, the magnetic stripe will first start to disappear for Mastercard payment cards in regions where chip cards are already widely used, such as Europe. In regions where magnetic stripes are still used relatively often, the phasing out process will be delayed by 3 years. From 2029, no new Mastercard credit or debit cards will be issued with a magnetic stripe.

“It’s time to fully embrace these best-in-class capabilities, which ensure consumers can pay simply, swiftly, and with peace of mind,” says Ajay Bhalla, president of Mastercard’s Cyber & Intelligence business. “What’s best for consumers is what’s best for everyone in the ecosystem.”

Also Read: Abu Dhabi Has Dropped Business Setup Fees By Up To 94%

The technology that makes magnetic stripes possible dates back to the 1960s, and we now have much more convenient and, above everything else, safer alternatives. One such alternative is the global EMV chip standard, which was introduced in the 1990s, enabling cardholder details to be held more securely on small integrated circuit chips embedded into cards.

Cards with EMV chips are currently responsible for 86% of in-person card transactions. We also have contactless payments, which can be made either using a card or with a modern, NFC-enabled smartphone. Since the outbreak of the pandemic, many policymakers and retailers have been endorsing contactless payments as the best payment method available, and the trend will likely continue even in the future.

News

Max Fashion Brings AI Virtual Try-Ons To Gulf Online Shoppers

Landmark Group’s value fashion brand is using Google Cloud’s generative AI to tackle the returns problem that has dogged ecommerce since its beginning.

Published

3 days ago

June 13, 2026

Joanna Melki

max fashion brings ai virtual try-ons to gulf online shoppers

Buying clothes online has always involved a gamble. A garment that looks right on a model may hang differently on the person ordering it, and the result is a cycle of returns that costs retailers money and customers patience. Max Fashion, part of Dubai-based Landmark Group, is betting that generative AI can improve the experience.

The brand has launched what it describes as one of the region’s first virtual try-on experiences, built on Google Cloud’s Virtual Try-On API and generative AI vision models delivered through the Gemini Enterprise platform. Starting in the UAE, shoppers browsing Max’s digital platforms can see realistic previews of how garments drape, fit and move across different body types before committing to a purchase.

google cloud max fashion partnership

For many online shoppers, uncertainty is the single biggest barrier between scrolling and buying. “It helps address real purchase barriers, particularly around fit and confidence, while allowing us to create a richer and more engaging shopping journey,” explained Hani Weiss, chief executive officer of Max Fashion, who framed the rollout as part of the brand’s ambition to make fashion more accessible.

Bala Subramaniam, senior vice president and head of omnichannel at Max, seemed even more enthusiastic about the technology: “For the first time, a customer browsing on their phone has the same confidence as one standing in our fitting room”.

Also Read: Instagram Now Lets You Tune Its Algorithm, But There’s One Big Catch

Whether AI previews can genuinely match a fitting room remains to be proven at scale. The technology’s value will depend on how accurately it renders fabric and fit across the full range of bodies that shop at a value fashion brand, and on whether shoppers trust what they see enough to change their behavior.

For Google Cloud, the deployment is also a statement about where regional retail is heading. “AI-driven personalization is no longer a luxury, it is a core business imperative for forward-thinking retailers,” says Ziad Jammal, general manager for Google Cloud UAE, Levant and North Africa. If the returns data eventually backs that up, the rest of the region’s retailers will be watching closely.