Precision Media, the retail media division of Majid Al Futtaim, has launched an AI-powered analytics platform called Precision Insights. The platform was unveiled at the company’s first Retail Media Summit, held at Dubai’s Museum of the Future. More than 200 senior business leaders, brand managers and agency executives attended the event, which ran under the theme “The Architecture of Growth.”
Precision Insights is designed to show brands how their campaigns perform in physical stores and online channels together. It links in-store media, digital advertising and loyalty programme data to actual sales, so marketers can trace a campaign from the moment a shopper sees an ad to the moment they buy something. The aim is to give decision-makers a clear, verified view of commercial results, replacing estimated metrics with transaction-based outcomes.
Several other retail media tools were presented at the summit. Viewed-impression measurement and billing means brands pay only for ads confirmed as seen by customers. AI-powered audience building analyses more than 50 consumer journey signals to create shopper segments for campaigns on Majid Al Futtaim’s own platforms and on external channels. Shoppable Ads link digital ads directly to the Carrefour product catalogue, so a shopper can go from discovering a product to buying it online, with full closed-loop attribution.
All of this is supported by Majid Al Futtaim’s retail and lifestyle network. It includes more than 420 Carrefour and HyperMax stores, around 600 million physical visits and 320 million digital visits each year, and more than 14 million members of the SHARE loyalty programme. More than 300 major brands currently advertise through Precision Media.
Precision Media operates in ten markets. It offers full omnichannel services in the UAE, Saudi Arabia, Egypt, Qatar and Kenya, combined online and in-store media in Bahrain, Kuwait, Oman and Jordan, and in-store media in Georgia.
Senior Majid Al Futtaim executives attended the summit. They included Ahmed Galal Ismail, Chief Executive Officer of Majid Al Futtaim Holding; Dries D’Hooghe, Managing Director of UAE Retail; and Sherin Yassin, Chief Operating Officer International and Managing Director of Retail Media at Majid Al Futtaim Retail. Yassin described retail media as a core growth engine rather than simply another marketing channel, and stressed that physical and digital ecosystems need to be connected.
With its first summit held and Precision Insights now available, Precision Media is expanding its retail media offering for brands across the Middle East and Africa. Its focus is on closer links between shopper data, advertising and measurable sales.
