Advertising Creative Digital Editors' Picks Event Featured Marketing Media News Opinion Special Features

posted on May. 22, 2026 at 6:38 pmMay 27, 2026

Campaign Retail & Commerce Media Briefing: Maximising agentic AI, closed-loop outcomes & creator-led commerce

posted on May. 22, 2026 at 6:38 pmMay 27, 2026

Here's a detailed wrap-up of the Campaign Breakfast Briefing: Retail and Commerce Media 2026 event held at the Westin Mina Seyahi on 22 May 2026.

From left, Anup Oommen, Editor, Campaign Middle East; Chirag Galundia, Senior Director — Media Solutions, talabat; Mahmoud Maghraby, Media Director – Middle East, Africa, MARS; Charlotte Davis, Vice President – Retail Media; and Mazen Mroueh, Head of Retail Media & Partnerships, Publicis Media.

Campaign Middle East has successfully concluded its Campaign Breakfast Briefing: Retail & Commerce Media 2026, which brought together close to 200 attendees, including client-side marketers, agency leaders, retail media specialists, commerce platforms, brand custodians and creators at The Westin Dubai Mina Seyahi on Friday, 22 May 2026.
At the outset, the event explored how AI-assisted shopping, agentic commerce, retail media networks, platform agents, and creator-commerce convergence are reshaping the consumer journey from search and discovery to consideration, demand, stickiness, conversion and long-term loyalty. The consensus is that retail media is no longer a lower-funnel line item; it

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:ADNOC Distribution Advertising Agentic commerce AI AI assisted shopping AI recommendations Al-Futtaim Motors Arla Foods Beiersdorf Middle East brands Campaign Breakfast Briefing Campaign Middle East Campaign Retail Media event Charlotte Davis checking prices Chirag Galundia Commerce commerce media commerce platforms consideration content creators conversion Creator Marketing creator-commerce convergence creators dashboards demand Dima Mousseli Discovery formats fragmentation Fusion5 gentic commerce Haneen Aburrubb Inﬂuencer marketing Katib Belkhodja Lexus long-term loyalty Lulu Retail Mahmoud Maghraby Marketers marketing Mars Mazen Mroueh metrics Mohamed Mordi narrowing choice networks Noor Abwah orchestration platform agents products Publicis Media Ramy Mouganie reading reviews Retail & Commerce Media Retail and Commerce Media Retail and Commerce Media 2026 retail media retail media networks scanning delivery promises search Sofiane Haddadi stickiness Talabat TCL Electronics Toyota trade Viola Communications WPP Media MENA Yesu Yarlagadda Yogesh Shroff Zoya Shahid

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.