Retail media is experiencing rapid growth and change, moving from simple ad placements to a more integrated business strategy at Shoptalk 2025. Key trends include the battle for control over AI tools impacting ad spending, as retailers begin to blur the lines between media and commerce, suggesting a possible shift towards acquiring traditional media companies. Additionally, agentic AI is emerging as a more personalized tool that can act on behalf of shoppers, moving beyond generative content creation to more functional applications. Advertisers and retailers must adapt to these shifts to unlock full-funnel value.
"AI is quickly becoming the new operating system for media - if advertisers don't claim it, platforms will own it by default."
"Retailers are acting like media companies and media companies are watching their backs; the next evolution could involve acquiring traditional media players."
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