The new rules of retail media: From selling ads to shaping decisions

What happens to retail media when the shopper is no longer the only one making the decisions?

As AI agents begin to influence what we discover, choose and buy, the rules of retail media are being rewritten. The battle for attention is shifting beyond retailer websites and sponsored placements into AI-powered recommendations, physical stores and entirely new moments of influence.

In this episode of the Unpacked Podcast, we're joined by Susan Maginn, director at Capgemini Invent, and Gemma Leutton, head of consumer products at Capgemini Invent, to explore what comes next for one of the fastest-evolving areas of commerce.

We challenge some of the industry's biggest assumptions: Is ROAS still fit for purpose? Could physical stores become the most powerful environments for brand building? What happens to creativity and storytelling when brands need to appeal to algorithms as well as humans? And are retailers building genuinely valuable customer experiences, or simply more sophisticated advertising businesses?

From agentic commerce and zero-click discovery to shoppertainment, measurement and the future of the retail media network, this is a conversation about a much bigger transformation.

Listen now!