Precision Media launches AI platform linking retail ads to actual sales

Precision Media, the retail media division of Majid Al Futtaim, has launched an AI-powered platform called Precision Insights, built to let brands measure advertising performance across physical stores and digital channels. The platform was unveiled at the division's first Retail Media Summit, held at Dubai's Museum of the Future on October 19, 2026.

Precision Insights links advertising exposure on in-store and digital channels to actual customer transactions. That gives advertisers a way to judge a campaign by the sales it produced rather than by engagement metrics alone.

The summit ran under the theme "The Architecture of Growth" and drew more than 200 business leaders, brand representatives and advertising agencies. Discussion focused on artificial intelligence, first-party customer data and advertising measurement tools.

Sherin Yassin, chief operating officer international and managing director of retail media at Majid Al Futtaim Retail, said physical and digital ecosystems can no longer operate in silos as customer behaviour evolves and markets demand greater operational accountability. Majid Al Futtaim treats retail media as a foundational growth engine for the regional economy, she said, not merely a marketing channel. Connected intelligence, omnichannel integration and real-world commercial impact are what she pointed to as the basis for sustainable growth among partners.

The event also put viewed-impression measurement and billing on display. Under that model, advertisers pay on the basis of advertisements verified as having been seen by customers.

Precision Media presented AI-driven audience segmentation that draws on more than 50 consumer journey signals to group customers for campaigns running both online and offline.

Shoppable Ads were another item on show, linking digital advertisements to products in Carrefour's online catalog. Brands can follow customer purchases that happen after a shopper has seen the ad.

The measurement gap is the practical problem the launch addresses. A retail media network can report impressions at scale, but proving that a particular ad moved a particular product has been harder, especially when the same customer moves between a store aisle, an app and a website. Connecting exposure to transaction records is the step that turns retail media spending into something a brand's finance team can examine.

The scale behind the platform is considerable. Majid Al Futtaim's data ecosystem covers more than 420 Carrefour and HyperMax stores, which receive roughly 600 million visits a year, alongside 320 million digital visits. The SHARE loyalty program counts more than 14 million members.

Precision Media works with more than 300 major brand partners and operates in 10 markets: the UAE, Saudi Arabia, Egypt, Qatar, Kenya, Bahrain, Kuwait, Oman, Jordan and Georgia. The launch forms part of an effort to widen retail advertising and measurement across the Middle East and Africa, combining customer data, AI and sales information so brands can assess performance across several channels at once.