Sherin Yassin: Retail Media Shifts Toward Personalization and AI Targeting
Carrefour's COO International and MD Retail Media says personalization and relevant consumer journeys now define retail media, as Precision Insights launches in Dubai.
Sherin Yassin, COO International and MD Retail Media at Carrefour, Majid Al Futtaim Retail, said the central change in retail media is the demand for personalization and a consumer journey that stays relevant to the shopper.
She spoke at the first Retail Media Summit, held at Dubai's Museum of the Future and hosted by Precision Media by Majid Al Futtaim. Her remarks came on the sidelines of the event, after the company launched Precision Insights, an AI-powered platform that ties advertising performance across physical stores and digital channels to measurable sales results.
Yassin framed retail media as a tool that smaller advertisers can use as effectively as large ones. Emerging businesses working with limited budgets can reach the audiences that matter to them at the moment those audiences are most receptive, she said. The same system, in her account, is built to serve established brands and newer entrants alike, rather than reserving its reach for the biggest spenders.
Underlying that argument is the combination of AI, customer data and omnichannel strategy. Yassin described these as the forces reshaping how brands grow, with data drawn from stores and online channels feeding a more precise picture of who is being reached and what they buy.
The pitch matters because retail media only earns its place if advertisers can trace spend to sales. Platforms that close that loop give smaller brands a way to compete on targeting rather than budget size.
