Swiss AI in-store audience technology firm Advertima is delivering an ominichannel experience across Carrefour grocery stores in the UAE.

Using visual-spatial 3D sensors, Advertima Audience AI helps identify who is shopping in-store, such as families, young professionals or bargain hunters, and delivers tailored messages to them in real time through digital screens.

This comes from a partnership between Majid Al Futtaim, which operates Carrefour in the UAE, and its retail media network, Precision Media, to bring the power of digital media planning, activation and measurement into the physical store, setting a standard for retail media engagement.

Carrefour has deployed Advertima’s audience AI across its hypermarkets, with plans for further expansion across its UAE hypermarket and supermarket network in the coming months.

“Our partnership with Advertima reflects our strategic ambition to shape the future of retail media in the region,” said Arun Chandra Mohan, chief digital officer at Majid Al Futtaim. “We are merging real-time in-store intelligence with online audience data, unlocking smarter, more precise ways for our brand partners to connect with customers. This milestone reinforces our dedication to innovation and to crafting immersive experiences. It also marks a transformative phase for retail media, effectively bridging physical and digital commerce to enable a unified customer journey and measurable impact across the ecosystem.”

Iman Nahvi, Advertima CEO, added: “The Middle East, especially the GCC, is a dynamic and forward-thinking market, and we are excited to partner with the team at Majid Al Futtaim’s Precision Media to unify the online and in-store retail media buying experience. This is an exceptional opportunity for us to work with visionary thinkers intent on reinventing how Carrefour and its partner brands engage customers for a true omnichannel experience. It’s not only a game-changer for retail media in the Middle East but also ground-breaking on a global level.”

By connecting this in-store data with online audience profiles, Carrefour (www.carrefour.com) can offer brands a consistent and targeted way to reach the same customer across digital and physical channels, creating a unified omnichannel media buying experience. For example, a customer browsing baby products online might later see a relevant promotion in-store. This partnership allows media buyers to run more effective, measurable campaigns, whether booked directly or programmatically, while helping brands engage with customers in the moment purchase decisions are being made.

Founded in 1992, Majid Al Futtaim (www.majidalfuttaim.com) is an Emirati-owned, lifestyle conglomerate operating shopping malls, communities, retail and leisure outlets, across the Middle East, Africa and Asia. The group employs 43,000 people, with owned assets valued at $19bn. It holds the rights to operate Carrefour across 12 markets in the Middle East, Africa and Asia, with a network of over 390 stores. It is also the owner and operator of HyperMax, a grocery retail brand with 44 locations in Jordan and Oman. Additionally, the Group operates Supeco, its latest grocery retail concept, a low-cost hybrid model that combines a traditional supermarket with a wholesale warehouse, across 15 locations in Egypt. Myli, the group’s health and beauty brand, operates in 12 stores across Asia and North Africa.

Headquartered in Switzerland, Advertima (advertima.com) partners with retailers and media networks to shape the future of unified omnichannel retail media.