In a move that underscores the growing importance of retail media in the region’s advertising landscape, Precision Media, the retail media arm of Majid Al Futtaim, has announced a new partnership with Publicis Media Middle East. The collaboration is designed to expand access to in-store and digital advertising solutions for brands represented by Publicis, using artificial intelligence and real-time data to refine targeting and improve media performance.
The partnership will connect Publicis’ portfolio to a network of 212 digital screens across 25 Carrefour hypermarkets in the UAE. These screens are powered by sensor-based AI technology capable of responding dynamically to in-store shopper behavior and demographics, offering advertisers more nuanced and responsive media placements. The goal is to create a seamless experience that spans both physical and digital touchpoints, allowing for more relevant messaging and a higher likelihood of engagement from consumers already in a purchase mindset.
This approach aligns with broader shifts in marketing strategy, where omnichannel presence and data-led decision making have become essential. Rather than relying on traditional display advertising alone, brands are increasingly seeking ways to integrate messaging within the retail environment itself, particularly in high-traffic locations. By leveraging Carrefour’s footfall and transactional data, the system is positioned to deliver measurable outcomes based on real shopper behavior rather than speculative metrics.
Executives from both companies emphasized the strategic alignment behind the deal. Dr. Gunther Helm, CEO at Majid Al Futtaim Retail, framed the initiative as part of a broader effort to refine how retail media fits into a brand’s overall marketing strategy, noting that customer insights and real-time data are key to achieving meaningful results. Tony Wazen, CEO of Publicis Media Middle East, described the partnership as a natural extension of the companies’ long-standing relationship, focused on enhancing connected media planning through Precision Media’s data infrastructure.
This move comes as retailers and agencies increasingly look for ways to bridge the gap between online and offline engagement. AI-powered retail media networks offer a practical method for doing so—enabling campaigns that adapt in real time, backed by the kind of data transparency that marketers have come to expect from digital platforms. While still relatively nascent in many markets, such networks are gaining traction as advertisers look for alternatives to third-party cookies and other forms of passive targeting.
