Observed Signal · Jun 25, 2026 · Panel Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
AI Alters Discovery, Retail Media Strategies Evolve
Industry leaders at an ADWEEK House Cannes Lions panel co-hosted with Mirakl Ads discussed how AI 'answer engines' are changing discovery and where retail media fits in the marketing funnel. Panelists argued retail media remains valuable because it meets shoppers at point-of-purchase, but marketers must integrate retail media with search, social and emerging AI channels. Speakers highlighted expanded definitions of retail media and commerce media, the rise of non‑endemic brand buys, and experiential in-store activations (e.g., Best Buy’s 'stores within a store' for Meta Glasses). Lowe’s described using partner data to inform assortment and inspiration-to-action experiences, while brands like Unleashed invest in agency partnerships and training to adapt to faster AI adoption in search. The conversation framed retail media as an evolving journey that must be coordinated across multiple discovery touchpoints.
Industry panel highlights how AI-driven discovery is reshaping retail media strategy; useful directional insight for marketers but not a technical or regulatory inflection point.
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Key Takeaways & Evidence Grounding
- ADWEEK House Cannes Lions hosted a group chat on retail media co-hosted with Mirakl Ads.
- Anne Hallock (VP, Mirakl Ads, Americas) defined retail media and contrasted it with commerce media.
- Best Buy Ads has created 'stores within a store' retail experiences, with Meta Labs/Meta Glasses cited as an example.
- Lowe’s Media Network uses data from media partners to inform assortment decisions and create in-store inspiration-to-action experiences.
- Panelists said AI answer engines are changing top-of-funnel discovery and marketers must maintain presence across search, social, retail media, and AI.
Connected Companies & Entities
4 Entities mapped“This post was created in partnership with Mirakl Ads”
“Featured Conversation Leaders: Ryan Joe, Editor-in-Chief, ADWEEK”
“Best Buy’s retail media has created stores within a store, with one example being Meta Labs and its Meta Glasses.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
AI and the Enduring Role of In‑Store Retail
At ADWEEK House during Cannes Lions, panels co-hosted by ADWEEK and SMG explored how artificial intelligence is reshaping the retail customer journey while reaffirming the continued importance of physical stores and the human experience. Speakers from Kroger Precision Marketing, Roundel, SMG, CVS Media Exchange, DG Media Network (Dollar General) and Albertsons Media Collective discussed how AI assistants provide richer consumer signals that enable more personalized discovery, but cautioned against adopting AI for its own sake. Panelists recommended viewing the store as a discovery engine and integrating in‑store media into omnichannel strategies to build lasting customer relationships rather than focusing solely on immediate conversion.
Brands Should Use Retail Media for AI-Led Discovery
Esme Robinson of Epsilon argues that as AI-powered search and shopping agents change how consumers discover products, brands should invest in retail media to control the product narrative within retailers' properties. Retailers' first-party data and structured product feeds increasingly inform AI recommendations, so brands that build richer, text-led pages and brand experiences inside retail media environments can influence signals used by AI assistants, improve visibility during peak buying seasons, and create co-branding and promotional opportunities at point of purchase.
Every Moment Becomes a Shopping Moment
An ADWEEK House Cannes Lions group chat co-hosted with Roundel brought together marketing and retail leaders to discuss how omnichannel discovery, creators, and AI are reshaping retail commerce. Panelists from Roundel, LTK, Pinterest, Google and Mattel argued that discovery can begin anywhere, AI’s primary role is to reduce friction rather than replace emotional connections, and physical stores remain important for experiential shopping. Speakers emphasized meeting consumers in context across digital and in‑store touchpoints, using creator storytelling to build emotional bonds, and tailoring in‑store experiences to local communities.
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