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UAE To Unleash Hordes Of Cloud-Triggering Drones
The United Arab Emirates (UAE) has a massive problem with a limited supply of rainwater. With an average rainfall of just 100 mm per year, the constitutional monarchy is ranked among the most water-stressed countries in the world.
For years now, the country’s government has been investing heavily in various cloud-seeding missions aimed to increase the annual rainfall. For example, the UAE has been relatively successfully triggering rain by firing salt particles into clouds from airplanes to make individual water particles heavier and more likely to punch holes in the clouds.

National Centre Of Meteorology & Seismology
Now, UAE scientists have partnered with their colleagues from the University of Reading, England, to make it rain more in the parched country by literary giving clouds electric shocks.
“Equipped with a payload of electric charge-emitting instruments and custom sensors, these drones will fly at low altitudes and provide an electric charge to air molecules, which should stimulate precipitation,” explains Alya Al-Mazroui, the Director of the UAE Research Program for Rain Enhancement Science.
By deploying an electric current with negative and positive ions, the drones will basically attempt to recreate the natural phenomenon that causes dry hair to be attracted to a plastic comb. Since particles with opposite charges attract each other, the electricity unleashing drones should theoretically cause small droplets of water to merge into more subscription cloud formations and eventually lead to rain.
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“Our project aims to evaluate the importance of charge in affecting the cloud droplet size distribution and rainfall generation through modifying the behavior of droplets and particles and studying the microphysical and electric properties of fog events,” says Professor Giles Harrison, a Professor of Atmospheric Physics in the Department of Meteorology at the University of Reading.
The effectiveness and safety of various cloud-seeding practices, including those explored by the UAE, are still debated by scientists. Concerns have been raised about their geopolitical implications, with wealthy, technologically advanced countries potentially “stealing” rainwater that would otherwise naturally end up in poorer countries.
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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.
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.

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.
