News

Twitter Is Testing Two New Useful Features

Published

5 years ago

March 19, 2021

Associated Press

If you’re an observing Twitter user, there’s a chance that you’ve already noticed two new buttons. One of the two buttons is titled “Shop,” and it’s intended for tweets containing links to product pages on a shop’s website. The other button is titled “Undo,” and it lets you undo a recently sent tweet.

Shop Button

The Shop button was spotted by Qatar-based social media consultant Matt Navarra, who first noticed it on his Android device. Tweets with the Shop button can be seen as alternatives to ads because they both serve the same purpose. The biggest difference between them is that ads are not organic, and many Twitter users don’t see them at all because they use various ad-blockers.

The color of the Shop button matches Twitter’s established color scheme, but it’s likely that it will eventually be customizable. If the button takes off, then we could see other similar e-commerce buttons launch in the future, such as a subscription button.

Twitter has also recently announced that it’s aiming to become a creator platform, so that’s yet another use case for this new tweet format, with exclusive subscriber-only content being just one click away.

Undo Button

While arguably less exciting, the Undo button is something all Twitter users can appreciate. It appears for five to six seconds when a user hits send on a tweet, giving the user a chance to change their mind and make the tweet disappear before the whole world sees it.

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We expect the feature to result in fewer tweets with typos and embarrassing grammar errors, but we can also see it saving relationships and careers by making users rethink whether their tweet is really appropriate or not.

Unfortunately, there still hasn’t been any news about the prospect of an Edit button, which Twitter users have been requesting for years now. But because Twitter CEO Jack Dorsey previously said that Twitter would likely never implement it, it’s probably nowhere on the horizon.

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”.

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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.