Majid Al Futtaim’s retail media business, Precision Media, hosted its inaugural Retail Media Summit at Dubai’s Museum of the Future on 19 October 2026, according to the company. The event brought together more than 200 regional business leaders, brand representatives and agencies, the firm said, under the theme “The Architecture of Growth.”
The summit focused on what Precision Media described as a shift toward more data-led retail advertising, including the use of artificial intelligence, first-party data and closed-loop measurement. The company said the programme aimed to help brands navigate what it called a fragmented advertising landscape and build direct, measurable connections with customers.
Leadership and summit focus
Majid Al Futtaim said its senior leadership attended the summit, including Ahmed Galal Ismail, Chief Executive Officer of Majid Al Futtaim Holding; Dries D’Hooghe, Managing Director of UAE Retail at Majid Al Futtaim Retail; and Sherin Yassin, Chief Operating Officer International and MD Retail Media at Majid Al Futtaim Retail.
In comments attributed by the release, Sherin Yassin said customer behaviour and market expectations are increasing demands for “operational accountability,” adding that Majid Al Futtaim views retail media as a growth engine rather than only a marketing channel. The release also described the goal as creating a standard where “connected intelligence,” omnichannel integration and commercial impact support what it called sustainable growth for partners.
Precision Insights unveiled
A central announcement at the event was the official launch of Precision Insights, described by the company as an AI-powered platform intended to show brands how campaigns perform across physical stores and online channels.
Precision Media said the platform is designed to replace “speculative marketing metrics” with verified commercial outcomes, linking ad exposure to transactions by connecting in-store media, digital channels and first-party loyalty information with real-world sales. The company said it is intended to provide decision-makers with a transparent view of commercial impact.
New retail media capabilities showcased
The release said the summit also demonstrated additional features intended to improve retail media measurement and activation across the shopper journey. Among the items listed were:
- Viewed-impression measurement and billing, described as tying advertising spend to advertisements verified as seen by customers.
- AI-powered audiences, stated to evaluate more than 50 consumer journey signals to build segments for activation across offsite and onsite channels.
- Shoppable Ads, said to link digital discovery to online purchase through the Carrefour product catalogue with closed-loop attribution.
Claims about scale across physical and digital assets
Precision Media also highlighted its claimed ecosystem size. The release stated the network spans more than 420 Carrefour and HyperMax stores, along with 600 million annual physical store visitors and 320 million digital visits. It also said the network has more than 14 million SHARE members and enables over 300 major brand partners to convert shopper activity into business growth.
The company concluded that the inaugural summit, alongside the launch of Precision Insights, supports what it described as its commitment to retail media transformation across the Middle East and Africa.
No further operational details about the platform’s pricing or rollout timetable were provided in the release.
