value potential for retail and consumer packaged goods. Impact represents the estimated total surplus from gen Al-economic gains to both producers (eg, profit, savings) and consumers (eg, lower prices, better prod- Hncludes manufacturing of items not classified under the rest of the categories,and watersupply (sewerage, waste management, and remediation activities). tlagging: Africa's gen A/ opportunity, McKinsey, May 12, 2025; “The State of gen Alin the Middle East's GCC countries: A 2024 report card," 8. Retail media: A profit powerhouse ready for takeoff Retail media (RM) is still nascent in MENA, but momentum is picking up, thanks to improved data increasing grocers' relevance to advertisers. RM is delivering outstanding returns to grocers globally. McKinsey analysis shows that cutting- edge RM users are achieving margins of 40 to 50 percent on this business, with incremental revenues of1to 3 percent. For CPG brands, this medium offers an irresistible opportunity to reach their programs. The deep, data-driven customer insights these programs enable allow for highly personalized, targeted retail media advertising, which boosts customer engagement and conversion rates. Thus,