Observed Signal · Jun 25, 2026 · Panel Discussion · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Commerce & Retail Media Market: 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.
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 mappedLowe's
Home improvement retailer with omnichannel commerce and retail media revenue.
Meta
Consumer internet platforms monetised through advertising, apps, subscriptions and VR.
“Best Buy’s retail media has created stores within a store, with one example being Meta Labs and its Meta Glasses....”
ADWEEK
B2B media brand covering marketing, media and advertising industries.
“Featured Conversation Leaders: Ryan Joe, Editor-in-Chief, ADWEEK...”
Mirakl
Enterprise software for marketplaces, dropship and retail media.
“This post was created in partnership with Mirakl Ads...”
Ontology Mapping & Concepts
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