The article explores the intersection of retail media and AI, highlighting their rapid evolution within the ad industry. Retailers are increasingly recognizing the value of their media channels, prompting agencies to reassess marketing strategies. Simultaneously, AI is set to revolutionize the industry by facilitating personalized shopping experiences through technology like AI shopping bots. While initially, this might reduce reliance on traditional retail media for product discovery, the long-term potential for growth in this area remains significant, offering new advertising opportunities and driving investments in content and brand building.
AI being applied to product discovery, basket building and even platforms for shopping is going to be our industry's next biggest change. At the start, the emergence of AI may pose an alternative option to the growth of retail media networks. With the emergence of AI personal shopping bots and AI platforms offering direct carting and checkout, the reliance on retail media for discovery and shopping may initially decline.
But if retailers can use AI to surface products, there is the potential for huge growth, especially for things such as recipes, pairings, reminders or promotions. This brings opportunities for advertisers to plug in. Brands can create awareness or build long-term value.
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