Majid Al Futtaim's Precision Media launches Precision Insights to tie ads to sales.

Precision Media, Majid Al Futtaim's retail media division, has launched Precision Insights, an AI-powered platform that connects the ads shoppers see in stores and online with what they go on to buy. It was unveiled on 19 October 2026 at Precision Media's first Retail Media Summit, held at the Museum of the Future in Dubai under the theme "The Architecture of Growth". More than 200 business leaders, brand representatives and agency executives attended.

What Precision Media is selling

Precision Media wants brands to judge campaigns on sales rather than on engagement metrics alone. Precision Insights ties in-store media, digital advertising and loyalty data to actual transactions. Three other tools were shown at the summit:

• Viewed-impression measurement and billing, so advertisers pay only for ads verified as seen by customers.
• AI audience segments built from more than 50 consumer journey signals, for campaigns online and offline.
• Shoppable Ads, which link digital ads to products in Carrefour's online catalogue so brands can track the purchases that follow.

Behind the tools sits Majid Al Futtaim's own retail network. The company counts more than 420 Carrefour and HyperMax stores, around 600 million store visits and 320 million digital visits a year, and more than 14 million members of its SHARE loyalty programme. It says Precision Media works with more than 300 brand partners in ten markets: the UAE, Saudi Arabia, Egypt, Qatar, Kenya, Bahrain, Kuwait, Oman, Jordan and Georgia.

The pitch and the pushback

Majid Al Futtaim's results for the first half of 2026, published on 9 September, put Precision Media's revenue at AED 75 million, up 89% year on year.

On stage the ambitions were larger. Communicate, which reported from the summit, quoted Ahmed Galal Ismail, CEO of Majid Al Futtaim Holding, calling Precision Media "the next billion-dollar business" for the group. Communicate also reported that the business was entirely UAE-based until last year and is now split 65% UAE and 35% international. Sherin Yassin, Chief Operating Officer International and MD of Retail Media at Majid Al Futtaim Retail, said in a statement that the company sees retail media as a growth engine for the regional economy, not just a marketing channel. According to Communicate, she asked brands to name their funnel problem and "hold us accountable".

Brands on the panel were more guarded, Communicate reported. Anurudh Sharma, Head of eCommerce MEA at Perfetti Van Melle, said it is still hard to separate the effect of media from promotions and bundles, and that not every retailer can supply that data. Dean Weaving, Chief Digital Performance Officer at Omnicom Media Group, said the industry tends to think about measurement at the end of a campaign rather than at the start. Banah Nassar, Head of Quick Commerce Acceleration MEA at Mars, advised keeping a buffer budget for testing.

What it means for marketers

Viewed-impression billing and sales-linked reporting give buyers something concrete to write into a retail media contract. Before committing budget, ask how a "viewed" impression is verified in store and online, which transaction data you will see and in how much detail, and how Precision Insights separates the effect of an ad from price promotions running at the same time.

Agree the measurement plan before the campaign starts, as Weaving suggested, with a control group where possible. Treat case-study results as claims until you have seen the method and the baseline. Taha Benazoun, Acting VP of Retail Media, cited a Mondelēz campaign that he said delivered a 52% increase in customers and an average 9x return on spend, according to Communicate.

Saudi Arabia is on the company's list of ten markets, and Majid Al Futtaim's results say SHARE has launched there. The announcements do not say which of the new tools are available in each market, so brands in the Kingdom should confirm what they can buy locally before building plans around it.

Sources

• Entrepreneur Middle East, Precision Media by Majid Al Futtaim Launches AI-Powered Platform at Retail Media Summit, 19 October 2026
• Communicate, Retail media is selling proof. Brands say they're still waiting for all of it, 20 October 2026
• AbsoluteGeeks, Majid Al Futtaim's new AI platform links ads directly to real sales, 19 October 2026
• Majid Al Futtaim, Majid Al Futtaim Delivers Record H1 2026 EBITDA of AED 2.5 Billion, Up 11%, 9 September 2026