Observed Signal · Jun 25, 2026 · Event Coverage · Source: Adweek · Impact: 3/5 · Sentiment: Neutral
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.
Discussion highlights how AI-driven discovery and in‑store media intersect with retail media and omnichannel strategies—insights relevant to retailers, retail media networks, and marketers adapting measurement and activation approaches.
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Key Takeaways & Evidence Grounding
- ADWEEK and SMG co-hosted commerce-focused morning panels at ADWEEK House during Cannes Lions.
- Panel 'Performance by Design: AI, Platforms, and Human Expertise' featured Nick Hamilton (Kroger Precision Marketing), Jenny Holleran (Roundel) and Claire Trbovic (SMG), moderated by Alison Weissbrot (ADWEEK).
- Panel 'The Store as Stage: Reinventing the Shopper Experience' featured Paul Lentz (CVS Media Exchange), Austin Leonard (DG Media Network at Dollar General) and Liz Roche (Albertsons Media Collective), moderated by Sean Crawford (SMG).
- Panelists said AI assistants change how consumers describe needs (providing richer signals) and can enable more relevant, personalized discovery for brands.
- Speakers agreed in‑store shopping remains highly relevant and recommended treating in‑store media as part of an omnichannel discovery and relationship strategy rather than expecting immediate conversion.
Connected Companies & Entities
2 Entities mapped“SMG and ADWEEK teamed up to facilitate key commerce media conversations with industry leaders during Cannes....”
“Moderated by Sean Crawford, managing director, North America at SMG, the morning’s second panel, “The Store as Stage: Reinventing the Shoppe...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Retailers Must Own the AI Shopper Experience
At Cannes, a panel hosted by The Drum featuring executives from Albertsons Companies, Criteo, Google and Mars United discussed the evolving role of generative AI as a shopping assistant. Panelists warned that large language models can produce inaccurate or misleading outputs and argued retailers have an advantage because of their first‑party customer data. The conversation framed AI as a new discovery layer — augmenting rather than replacing search — and emphasised that combining AI with rich customer understanding, product content and digital‑shelf fundamentals will be critical for brands and retailers to capitalise on 'agentic' shopping experiences.
AI Brings Retail Media Closer to the Sale
At an ADWEEK House Possible panel co-hosted with CVS Media Exchange, industry leaders discussed how AI is being applied to retail media to drive measurable sales outcomes. CVS Media Exchange (CMX) is using its 90 million ExtraCare loyalty records, 9,000 store footprint and CorIQ — an intelligent marketing platform — to add AI across media planning, real-time optimization and measurement. CMX reported campaign uplifts including 16% greater reach efficiency, 14% higher attributed sales and a 15% lift in incremental ROAS. Kenvue reported more than a 30% lift plus gains in buyer conversion and basket size. Panelists emphasized that AI can accelerate personalization and optimization but still requires human oversight to preserve strategy and consumer trust.
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