e& UAE has opened its second AI-powered EASE store in Dubai Mall, marking a significant step in the telecom operator's push to transform retail through autonomous technology. The new outlet — located on the second floor of Dubai Mall — is the latest evolution of the EASE (e& Autonomous Store Experience) concept, which first launched in 2023 at the Al Kifaf building.
What Is the e& UAE EASE Store?
The EASE store is a fully autonomous telecom retail space that uses artificial intelligence, machine learning, smart shelves, and robots to create a frictionless shopping experience. Customers can enter, browse, and complete purchases without interacting with any staff at any point.
Entry is handled through FastPass, a biometric system using facial recognition to authenticate customers and activate their visit via the e& UAE app. Smart gates manage store access, while biometric ATMs and self-service stations handle transactions.
What Can Shoppers Do at EASE Dubai Mall?
Visitors to the EASE store at Dubai Mall can access the full range of e& UAE products and services, including:
- Mobile and fixed-line products - Handsets and devices - Accessories - Trade-in services
Payments are accepted through mobile wallets including Apple Pay and Samsung Pay, as well as directly through the e& UAE app. Self-assisted stations (SAS) allow customers to complete purchases with optional home delivery.
The Business Case: Digital Transformation and Sustainability
Khaled ElKhouly, Chief Consumer Officer of e& UAE, has positioned the EASE concept as a central pillar of the company's digital transformation strategy. The stores are designed to deliver personalised, sustainable retail experiences — not just efficient ones.
The trade-in machines are a key sustainability feature, giving customers an easy way to recycle old devices rather than discarding them, reducing electronic waste in the process.
Second Store, Bigger Ambitions
The Al Kifaf EASE store proved the concept worked. The Dubai Mall location — in one of the world's most visited retail destinations — signals e& UAE's confidence that fully autonomous telecom retail has broad consumer appeal, not just early-adopter interest.
e& UAE views the EASE concept as a blueprint for the future of telecoms retail, combining physical and digital touchpoints in a way that eliminates friction at every step of the customer journey.
