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AI is compressing consumer discovery, decision-making, and service into fewer, faster, and increasingly invisible moments. Answer engines and AI agents now decide what customers see — or don’t. Long-standing assumptions about how brands (the first “B”), intermediaries (the middle “B”), and customers (the “C”) create value no longer apply. Rather than layer AI onto existing […]

In less than a decade, retail media evolved from a monetization tactic piloted by margin-seeking mass retailers into one of advertising’s fastest-growing channels. By nearly every surface-level metric, retail media works. Marketers shifted billions of co-op funds into it, lured by the promise of closed-loop measurement and higher return on relationships with merchants. But beneath […]