Could AI shopping agents fundamentally disrupt retail media as we know it? In this episode, I share highlights from my recent appearance on the Commerce Media Matters podcast with Nick Morgan and Paul Blackburn. We explored how the rise of AI-driven shopping experiences might shift consumer behavior away from retailer websites and apps. And what that could mean for retailers, brands, and the value of first-party data.

We dig into big questions: will sponsored product placements lose their relevance if AI agents take over the purchase journey? How will retailers protect their margins when third-party agents aggregate transaction data? And could AI agents actually become the best 'customers' a retailer could ask for? This conversation is part cautionary tale, part roadmap for adapting to one of the most important shifts on the horizon for commerce media.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[00:00 ] - Setting up the big question: could AI agent shopping disrupt retail media?
[01:23 ] - The theory: how AI threatens both onsite and offsite monetization models
[03:28 ] - Why trade marketing remains resilient despite digital disruption
[05:29 ] - The challenge of data aggregation across multiple retailers
[06:45 ] - Walmart vs. Amazon: two different approaches to AI agents
[08:00 ] - Advice for retailers: treat AI agents like VIP customers

Links & Resources

• Listen to the full episode 'How to Master Retail Media with Kiri Masters' on the Commerce Media Matters podcast
• Subscribe to Commerce Media Matters
• Follow Nick Morgan on Linkedin
• Follow Paul Blackburn on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn