Observed Signal · Jul 28, 2026 · Conference Panel · Source: The Drum · Impact: 3/5 · Sentiment: Positive
Commerce & Retail Media Market: 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.
Highlights how generative AI and LLMs will reshape product discovery and retail media; underscores the strategic value of retailers' first‑party data — relevant to retail media, search optimisation and customer data strategies.
Key Takeaways & Evidence Grounding
- The Drum hosted a Cannes panel with Jill Pavlovich (Albertsons Companies), Sherry Smith (Criteo), Katie Babcock (Google) and Amy Andrews (Mars United).
- Sherry Smith warned that consumers often don't realise when generative AI is incorrect, saying 'How much sometimes the LLMs can lie to you.'
- Panelists argued AI will act as a new discovery layer for shoppers, using conversational prompts rather than traditional keyword search.
- Speakers said retailers' first‑party data (shopping history and customer preferences) can make AI‑referred traffic more useful and 'sticky.'
- Panelists emphasised brands and retailers must get fundamentals right (product content and digital shelf) to benefit from agentic commerce.
Connected Companies & Entities
3 Entities mappedAlbertsons Companies
US grocery retailer with ecommerce, loyalty and retail media.
“Jill Pavlovich, senior vice-president of digital customer experience at Albertsons Companies, ... at Cannes....”
Criteo
Commerce media platform for retail advertising and open internet activation.
“Sherry Smith, president of retail media at Criteo, ... at Cannes....”
Search, video, adtech and cloud giant within Alphabet.
“Katie Babcock, director of retail performance solutions at Google ... at Cannes....”
Ontology Mapping & Concepts
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