A few months ago, it felt like everyone in retail media was bracing for impact. Agentic commerce, zero-click search, and Gen AI were being treated as existential threats. But lately, I’ve noticed a shift. In this episode, I unpack what I’m hearing behind closed doors and on the ground at Shoptalk. The panic is cooling, and smarter, more strategic conversations are taking its place.

I dive into what this transition actually means for retailers right now. Are they behind? Are they ignoring the disruption? Or are they playing a longer, more deliberate game? From Costco’s methodical approach, to Target’s massive AI overhaul, I explore why the real challenge isn’t reacting quickly: it’s building the infrastructure to respond at all. If you want to understand where retail media is truly headed in an AI-driven world, this episode is for you.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – The 2025 survey that revealed retail media’s biggest fears around Gen AI and zero-click search

[00:45] – Why the mood is shifting from panic to practical strategy among retail leaders

[01:30] – Costco’s “order of operations” mindset and why patience may be a competitive advantage

[03:00] – Why modular tech stacks and data layers are becoming critical for future AI integration

[04:45] – Target’s bold move: rewriting 60% of its app to become AI-ready

[07:00] – The shift toward focusing on onsite experience instead of chasing external AI trends

Links & Resources

EMARKETER/Bain survey from 2025: Retail Media, Unfiltered: What RMNs Told Us About Scaling, Struggling, and Succeeding
Replay of my livestream with Mark Williamson (Costco) and Jon Flugstad (MetaRouter): Costco Retail Media & The Commerce Media Tech Stack 2.0
Read my related articles:
Subscribe to Retail Media Breakfast Club's daily newsletter
Follow Kiri Masters on LinkedIn

Agentic Commerce Isn’t the Threat You Think — Why Retailers Are Playing the Long Game

Retail Media Breakfast Club