Artificial Intelligence Shapes One in Eleven Customer Transactions at Majid Al Futtaim
The prominent holding's chief executive reveals the profound impact of AI on consumer behaviour at the Sharjah Investment Forum, as the region positions itself at the forefront of technological advancement in retail and commerce.
The landscape of consumer engagement has undergone a remarkable transformation, with artificial intelligence now exercising a tangible influence over a growing proportion of customer interactions within one of the region’s most substantial commercial enterprises. Ahmed Galal Ismail, Chief Executive Officer of Majid Al Futtaim Holding, articulated this seismic shift whilst addressing delegates at the Sharjah Investment Forum 2026, noting that AI agents currently influence approximately 9 per cent of the group’s customer transactions through personalised product recommendations and purchase guidance, a figure that has ascended precipitously from virtually negligible levels merely months prior.
Speaking during the “The Consumer of 2035” session at the ninth iteration of the forum, held under the overarching theme “Building Adaptive Economies”, Mr Ismail illuminated the evolving preferences of consumers as they navigate an increasingly sophisticated commercial environment. The forum, orchestrated by the Sharjah FDI Office in collaboration with the Ministry of Investment, convened at Al Jawaher Reception and Convention Centre between 14th and 15th October.
The Majid Al Futtaim portfolio, which serves more than 600 million customers annually through its multifarious business interests, has observed a pronounced elevation in consumer demand for exceptional value and distinctive experiences. Mr Ismail articulated his conviction that the preponderance of commercial transactions in forthcoming years will incorporate artificial intelligence agents in either direct or ancillary capacities, necessitating a fundamental reimagining of business operating models and customer engagement methodologies.
The digital commerce sector has demonstrated particularly robust expansion within the group’s retail operations, with one quarter of the business now conducted through online channels. This expansion encompasses the delivery of groceries, entertainment services and an extensive array of consumer goods directly to residential addresses, reflecting shifting consumer preferences towards convenience and accessibility. Nonetheless, Mr Ismail emphasised that the ascendancy of digital commerce does not diminish the enduring appeal of physical shopping destinations, as consumers increasingly gravitate towards malls that offer distinctive social occasions and entertainment opportunities.
The group has invested substantially in artificial intelligence enabled advertising capabilities through its Precision Media enterprise, which leverages applications and loyalty platforms to present advertisements of particular relevance at strategically optimal moments. Furthermore, the organisation is cultivating rapid delivery services with the potential to fulfil orders within fifteen minutes, exemplifying its commitment to meeting contemporary consumer expectations.
As transparency in pricing and product information becomes increasingly prevalent through technological advancement, Mr Ismail observed that institutional trust will assume heightened importance in consumer decision making. He commended the United Arab Emirates’ fortified position in both institutional trust and artificial intelligence adoption, positioning the nation advantageously for the transformations ahead. Preparing for the consumer landscape of 2035 necessitates immediate investment in human capability development, data assets, sophisticated algorithms and artificial intelligence agents as intellectual capital, working in concert with financial and human resources to establish enterprises of greater resilience and competitive vigour.
Source: WAM