Jade Vear.
It’s no longer about what technology can do in retail media – it’s about what it must do. While the lights of Las Vegas dazzled and the big names of commerce took the stage at this year’s ShopTalk, one thing was unmistakably clear from the latest gathering of industry leaders: the future of retail media will be won by those who can meaningfully connect with their customers.
That means embracing tech not as a novelty, but as the engine of a more personalised, seamless and emotionally intelligent customer experience.
There’s been no shortage of hype around AI, omnichannel, retail media, and loyalty. But what’s different now is the urgency. The talk in Vegas wasn’t about what’s coming in five years. It was about what needs to happen today. Because the customer isn’t waiting – and neither is the competition.
From banner ads to brand ecosystems
Retail media networks have grown up from eCommerce-site ad placements into full-scale strategic ecosystems.
Retail media must follow the shopper across their entire journey. That means extending beyond websites into physical stores, mobile apps, social media, connected TV, and more. With the vast majority of purchases still happening offline, the opportunity to engage customers in-store is not just untapped - it’s essential.
Brands are increasing their investments, and many are now active across more than six retail networks. But this expansion brings new challenges: fragmentation, rising costs, and a lack of standardisation. There’s growing urgency around creating more seamless, automated ways to buy and measure media across multiple platforms. Retailers and brands alike are pushing for better interoperability, unified reporting, and real-time optimisation.
Successful retail media networks are built on strong brand-retailer partnerships, where shared data and insight create more relevant, effective campaigns. When combined with loyalty data, these efforts can turn one-time shoppers into repeat customers - and ultimately into advocates.
The ability to measure performance was another hot topic. As channels multiply - onsite, offsite, in-store - so does the complexity of attribution. Retailers and brands want better transparency, more consistent metrics, and ways to tie media activity to real-world sales. The consensus? Retail media has arrived as a core pillar of marketing - but scaling it means making it easier to navigate, execute, and measure.
AI hype’s over – it’s time to operate
If 2024 was about AI as the shiny new toy, 2025 is about getting down to business.
Retailers are no longer asking if they should use AI – they’re asking where it fits into their operations. From demand forecasting and content automation to real-time personalisation and smarter customer service, AI is becoming a core utility.
Generative AI got its share of buzz, especially for its potential to create dynamic, tailored content at scale. But scratch beneath the surface, and it’s clear that most retailers are still in the early innings. Very few vendors are delivering true multimodal personalisation – the kind that combines text, image, video, and behaviour to engage in real time.
That’s led to a new mantra: be AI-ready. Even if you’re not deploying all the tools yet, you need to build the foundations now. Clean, connected data. Scalable infrastructure. Agile teams. Because when the next breakthrough comes – and it will – only those with solid ground will be ready to run.
And while efficiency is driving adoption, the emotional dimension of retail media isn’t being forgotten. The best applications of AI aren’t replacing humans – they’re amplifying them. They’re helping brands tell better stories, spot patterns faster, and serve customers more meaningfully. Because automation without empathy is just noise.
Loyalty and personalisation are the real differentiators
Everything kept pointing back to the same idea: know your customer, and show them you do.
Whether it was loyalty schemes getting smarter or media placements becoming more context-aware, personalisation was the thread tying it all together. The traditional marketing funnel is breaking down, replaced by a more fluid, customer-led journey. And success is being defined by a brand’s ability to meet people where they are – not just in channel, but in mindset.
Loyalty is no longer just about points and perks. It’s about relevance. Offers tied to life moments. Bundles based on past behaviour. Predictive nudges before a customer even knows what they need. Retailers who can use data to deliver these kinds of experiences are not just driving sales – they’re earning trust.
Omnichannel or bust
Customers don’t care about channels – they care about convenience. Whether browsing in-app, picking up in-store, or watching a video ad on the train, people expect consistency. Not just in branding, but in the quality and relevance of the experience.
This is forcing internal change. Retailers are breaking down silos, merging digital and physical teams, and investing in unified platforms. Because when every touchpoint is connected, every interaction becomes an opportunity to add value. The result? More context, better personalisation, and ultimately, stronger relationships.
The biggest takeaway from ShopTalk wasn’t a shiny new trend – it was a mindset shift.
Retailers are no longer looking for incremental improvements. They’re looking to build businesses that are flexible, intelligent, and ready for whatever comes next. Whether it’s new ad formats, emerging tech, or changes in consumer behaviour, the ones who will win are those who can adapt at speed, at scale.
That’s why the direction is so clear. Retail media must be omnichannel. AI must be operational. Loyalty must be earned through relevance. And personalisation must sit at the heart of it all.
The race is on. And the finish line? It’s not a transaction. It’s a relationship.