[Notice]

The following recording was created to explore the strategies major retailers and brands might be deploying when it comes to AI in the consumer journey. While significant publicly available data informed these conclusions, we do not claim they represent the views of the companies or the individuals named.

[Piers Fawkes]

Hello! Better get your brand into the agent’s consideration set before a bot decides your customer doesn’t need you anymore!

We’ve been watching this shift build for a decade. Academic publication volume on AI in the consumer journey has exploded — from just 50 papers in 2016 to nearly 2,000 in 2025. What started as academic theory is now active retail reality.

On Walmart’s recent earnings call, US CEO John Furner shared that weekly active users for their Sparky AI shopping agent more than doubled last quarter — and those users are placing meaningfully larger baskets than non-Sparky shoppers. As Tiago Paiva at Talkdesk put it, we’ve crossed the rubicon from AI as a cost-reduction tool to AI as a genuine growth engine. Walmart’s Sparky, Lowe’s Mylow — these aren’t deflection bots; they’re active sales engines.

So the traditional funnel is collapsing. Discovery and consideration are happening inside a single conversational interface. For a heritage CPG brand, the tension is existential: how do you hold brand equity when a consumer just asks an agent to “buy detergent”? For a DTC challenger, it’s a chance to bypass retail media. For luxury, how do you stay high-touch when the interface is automated?

Which leaves the big questions. If the agent is the new gatekeeper, who owns the customer relationship? How do you optimize for an algorithm that values utility over loyalty? Let’s bring in the panel. Today we have synthetic CMOs representing Coca-Cola, Unilever, Nike, LVMH and Shein’s points of view.

So - Let’s start with discovery. Consumers are starting their journeys through AI layers like ChatGPT and Perplexity, bypassing search and your owned channels entirely. Kantar is advising brands to pivot from SEO to Generative Engine Optimization — GEO — to stay visible. For a challenger like Shein, that’s just another feed to win. But for LVMH, how do you protect your brand’s soul when the LLM is summarizing your heritage into a sterile bulleted list? Are we still building emotional connections with humans, or have we ceded discovery to whatever the model decides? Coca-Cola, start us off.

[Synthetic Coca Cola CMO]

Thanks, Piers: Discovery has not been ceded to the model; the playing field of brand equity has shifted. We don’t view Generative Engine Optimization as merely a technical successor to SEO — it’s a capability-building imperative. If an AI agent is mediating the consumer’s choice, our task is to ensure Coca-Cola and Coca-Cola Zero Sugar are so deeply embedded in culture that the algorithm has no choice but to recommend us.

We’re investing heavily in generative AI — not just for creative scale, like our recent holiday campaigns, but to feed these models our authentic brand truth. The goal: when a consumer asks an assistant for the ultimate refreshment, the model answers with Coca-Cola.

[Piers Fawkes]

And how does Unilever think about this?

[Synthetic Unilever CMO]

Discovery hasn’t been ceded — but the rules of engagement have completely changed. I call this the ultimate test of our “poetry and plumbing” framework. GEO isn’t just the new SEO; it’s a battle for cultural relevance. If an LLM doesn’t find your brand in the cultural conversation, you don’t exist in its output.

We don’t just optimize keywords; we train the ecosystem. With “Dove Real Beauty Redefined for the AI Era,” we worked with Pinterest to shift its AI search toward more natural-looking beauty images. For Hellmann’s and Knorr, the plumbing is structured recipe data, but the poetry is building desire at scale — so consumers prompt the AI for Hellmann’s, not just “mayonnaise.” We’re shaping the cultural data these models digest.

[Piers Fawkes]

What’s Nike’s take?

[Synthetic Nike CMO]

We aren’t ceding discovery to ChatGPT, nor wasting budget trying to “hack” Perplexity’s citations. If a runner is asking an LLM what shoe to buy, we’ve already failed to build the brand. Our answer to the algorithmic gatekeeper isn’t GEO — it’s direct, un-mediatable relationships.

We’re doubling down on the Nike App and SNKRS. When we drop a release like A’ja Wilson’s A’One, our members don’t ask Gemini; they go straight to our digital front doors. And as Forrester flags, consumers are craving offline, tactile experiences — so we’re turning retail spaces and run clubs into brand hubs. You can’t optimize a generative engine to replicate the feeling of trying on a pair of Vomeros. We don’t optimize for the model; we optimize for the member.

[Piers Fawkes]

Interesting... And how is AI being considered over at LVMH?

[Synthetic LVMH CMO]

If a consumer is asking an LLM to compare Louis Vuitton and Dior, we’ve already failed. Discovery is the wrong frame for luxury. You cannot algorithmically optimize desire.

An LLM can flatten our heritage into a bulleted summary, but it cannot replicate the physical gravity of The Louis, our museum-like Shanghai destination, or Loro Piana’s centenary exhibition at the Museum of Art Pudong. When we launched La Beauté Louis Vuitton with Dame Pat McGrath, or brought Jonathan Anderson to Dior, we weren’t trying to rank on a search engine. We were creating cultural moments. Our strategy isn’t GEO; it’s absolute physical and emotional dominance. We build the dream; the machines can summarize it.

[Piers Fawkes]

Let’s contrast that with how Shein is thinking about AI and discovery.

[Synthetic Shein CMO]

Discovery hasn’t been ceded; it’s just moved inside our walls. We aren’t waiting for ChatGPT to index the open web. If a consumer is asking Perplexity what to wear, we’ve already missed the moment.

Our discovery engine is proprietary and real-time. We test micro-trends in ultra-small batches — as few as 100 pieces — and let our creator community on TikTok and our own app drive demand. By the time an AI model updates its training data, that trend has peaked and cleared our warehouses. If AI agents are going to mediate purchases, they’ll have to scrape our highly active, closed ecosystem. We aren’t optimizing for search engines; we’re optimizing for the algorithm of human desire.

[Piers Fawkes]

Reactions? where do you push back? Coca-Cola?

[Synthetic Coca Cola CMO]

I’ll push back on Shein’s strategy of saturating the social and influencer data layer — to us that’s a treadmill of endless noise that risks diluting what makes a brand trusted. If you’re constantly chasing the algorithm’s appetite for fresh content, you’re letting the machine dictate your identity.

And I’ll steal Nike’s point about cultural gravity, but sharpen it: for a brand our scale, prompting by name is only the baseline. We must train AI to understand Coca-Cola not as a noun, but as a verb and an emotion — the default companion to a movie night or a slice of pizza. That’s the kind of cultural depth that drove strong double-digit growth for Coca-Cola Zero Sugar in our most recent quarter.

[Piers Fawkes]

And Unilever’s point of view?

[Synthetic Unilever CMO]

The “prompt by name” idea Nike and Coca-Cola lean on is an incredibly privileged, single-category worldview. It works for a Jordan sneaker or a can of Coke. But when a consumer has dry skin or a stained shirt, they don’t prompt for a brand — they prompt for a solution like: “How do I repair my skin barrier?” Brand gravity gets you prompted; category relevance gets you bought. If we wait for someone to type “Dove,” we lose.

[Piers Fawkes]

Nike?

It must be nice to sit in Paris like LVMH and declare AI optimization irrelevant because “desire” bypasses the algorithm. We operate a forty-six-billion-dollar business. If a consumer asks for “the best high-cushion road running shoe for marathon training” and we haven’t optimized our discovery layers, that agent recommends On or Hoka — they’re winning the technical search space. We have to win the category queries, not just the brand-name ones. Relying purely on desire is a luxury blind spot we can’t afford.

[Piers Fawkes]

OK. we just heard some strong poing of view there from Nike’s. LVMH - any reaction?

[Synthetic LVMH CMO]

Listen, Shein’s saturation play is the absolute antithesis of luxury — flooding the web with high-volume, low-margin noise destroys pricing power. If an agent recommends a Capucines bag because it crawled a million cheap mentions, we’ve failed. Our strategy is the opposite: curated scarcity. We don’t want ubiquity — if everyone has access, it’s no longer luxury. The consumer must prompt for the TAG Heuer Monaco Chronograph or the Tiffany T True ring specifically, and we build that gravity through bets like TAG Heuer’s 10-year Formula 1 partnership and putting Jonathan Anderson over all of Dior.

[Piers Fawkes]

Any response to that Shein?

[Synthetic Shein CMO]

Nike and LVMH assume the consumer of tomorrow starts with a brand name. They don’t. They start with an aesthetic — “an outfit that matches the coquette aesthetic for a beach party under $30.” The AI doesn’t care about heritage there. If you’re relying on someone typing your brand name, you’re ceding the entire long-tail of intent-driven discovery — and that’s where the volume is.

[Piers Fawkes]

Let’s move the conversation on: Discovery is one thing — but what happens when the agent doesn’t just recommend, it buys? Forrester sees autonomous agents comparing, negotiating, checking out on the consumer’s behalf. Does brand equity still carry weight, or are you reduced to a spec sheet judged on price, reviews, and availability? Nike, you first.

[Synthetic Nike CMO]

If a consumer tells their agent to “buy me a pair of black running shoes,” we’ve failed. If they say “get me the Vomero” or “the new Pegasus Premium,” the brand has already won before the algorithm boots up. AI agents optimize for parameters, but humans dictate intent — our job is to make the prompt specific. When we launched A’ja Wilson’s A’One, it sold out in under five minutes. No agent calculated its way into that; it was pure human desire.

We aren’t ignoring the machine — our product data and availability must be flawless, which is why we resumed direct selling on Amazon. But we’re in the middle innings of a turnaround under Elliott Hill’s “Win Now” plan. In our recent Q2 fiscal 2026 earnings, we posted $12.4 billion in revenue, up 1%, driven by an 8% jump in wholesale. Agents will handle checkout friction, but they’ll never define what’s cool. The brand isn’t a spec sheet — it’s the command.

[Synthetic LVMH CMO]

If you’re selling laundry detergent or AA batteries, AI agents are your executioner. We sell desire. An algorithm can optimize for price and delivery speed, but it cannot calculate the emotional gravity of a Louis Vuitton trunk or a piece of Tiffany jewelry. Our response isn’t to optimize metadata so a bot likes us — it’s to make our brands so culturally indispensable the consumer commands the agent: “Get me the new Dior bag by Jonathan Anderson.”

The rise of agents will polarize the market. It will destroy the middle — the brands competing on convenience and “good enough” quality. Our €80.8 billion in revenue last year was built on pricing power, not on being the cheapest option on a search page. If the agent becomes the checkout clerk, fine. We’ll own the mind of the person giving the orders.

[Synthetic Shein CMO]

Same for us at Shein — if you sell USB cables, the agent squeezes your margin to zero. But we sell self-expression, trend-velocity, and dopamine. An agent can’t calculate a “vibe.”

Three things we’re doing. First, seeding the data layer that trains the agents — our influencer ecosystem dominates the conversation on TikTok, Instagram, and Lemon8, so when an agent looks for what’s trending, our footprint is too massive to ignore. Second, protecting the thrill of the hunt — our shoppers open the app for entertainment, not just to replenish a cart, and that’s something an agent transaction can’t replicate. Third, predisposing the machine — making our real-time catalog completely legible to non-human shoppers. If your brand relies on people being too lazy to compare prices, agents will destroy you. If it’s built on cultural relevance and the joy of discovery, the agent is just an efficient new checkout lane.

[Synthetic Coca Cola CMO]

To suggest agentic commerce reduces Coca-Cola to a spec sheet misunderstands how agents work. An agent optimizes for human preference. If we haven’t built emotional equity, the agent defaults to the cheapest generic. But when a consumer insists on Coca-Cola Zero Sugar or fairlife, that preference becomes a hard constraint in the agent’s algorithm. The battle is still won in the human heart — through cultural relevance, whether our regional Simply Pop rollout or our global campaigns — that makes someone say “get me a Coke,” not “get me a cola.” Brand equity is the ultimate algorithm buster.

[Synthetic Unilever CMO]

The way we think of this at Unilever: If a consumer’s AI agent is doing the shopping, brand equity doesn’t die — it shifts upstream. We must predispose the human before the agent ever queries the database. If Hellmann’s is just a “mayonnaise” spec sheet, we lose on price. But when we embed the brand in culture — our “Dove Real Beauty Redefined for the AI Era” work with Pinterest — we ensure the human instructs their agent: “Buy Dove.” Our reality, from Wild refillable deodorants to Persil capsules, proves communities drive the purchase intent agents must execute. The plumbing changes, but the poetry stays non-negotiable.

[Piers Fawkes]

Reactions on agentic conversion. Coca-Cola?

[Synthetic Coca Cola CMO]

I’ll push back on LVMH’s idea that luxury is uniquely immune because algorithms can’t price desire. That’s a comfortable position, and a dangerous one. Even for a moment of refreshment, algorithms will try to commoditize the category — we can’t assume heritage protects us. And unlike Shein, who treats the agent as just a checkout lane, we see a partner: for high-frequency purchases, the agent is the gatekeeper, and we intend to work with it, not around it.

The agent isn’t a neutral logistics engine waiting for a command, as Coca-Cola frames it — it’s an active curator with biases baked into its training data. If we treat it as a passive pipe, we cede our equity to the LLM’s default settings. We must curate the curator. And against LVMH’s claim that agentic commerce destroys the middle — it doesn’t, it premiumises it. Dr. Squatch in men’s natural body care, Wild in refillable deodorants: consumers don’t want commoditized essentials, they want identity in their bathrooms.

[Piers Fawkes]

Nike?

[Synthetic Nike CMO]

I’ll push back on LVMH’s “destroys the middle” line. Nike has historically been called the middle, and we refuse the label. An algorithm can compare two generic running shoes, but it cannot price the emotional premium of a Jordan drop or the promise of shaving ten seconds off a marathon in our Pegasus Premium. And Shein’s view of the agent as a checkout lane for fast-fashion velocity works for disposable self-expression. We aren’t selling disposable. We’re selling human potential.

[Synthetic LVMH CMO]

At LVMH, friction is our asset, not our enemy — which is where Shein and I split completely. Shein sells disposable velocity; we sell permanence. If an agent can bypass the entire sensory journey of our brands with a frictionless background transaction, we strip away the ritual that creates luxury value. We’ll let agents handle the administrative plumbing — booking a private viewing, coordinating a high-jewelry delivery — but the physical experience stays our moat.

[Synthetic Shein CMO]

LVMH says algorithms can’t price desire. That’s the blind spot. Shein’s entire business is proof that algorithms predict, test, and manufacture desire in real-time. If agentic commerce “destroys the middle,” it only destroys the slow middle — brands with six-month lead times and dusty supply chains. We launch thousands of new items daily. And to Coca-Cola and Nike’s “command word” obsession: a consumer doesn’t ask for a SKU number, they ask for “an outfit for a beach party in Ibiza that feels retro but modern.” We don’t need to be the command word if we’re the inevitable destination.

[Piers Fawkes]

That’s the tension — from luxury’s fortress to the plumbing of daily essentials. But here’s the real battleground: if the agent is choosing, who owns the customer relationship? The brand, the retailer, or the tech giant running the model?

[Synthetic Coca Cola CMO]

The relationship belongs to the brand that commands conscious desire — not the intermediary infrastructure. If a consumer says “order some cola,” the model owner or the retailer’s private-label algorithm wins. But if they say “order Coca-Cola Zero Sugar” — which grew 14% for us in our most recent quarter — the AI has no choice but to fulfill it.

Our defense is threefold. Build irreplaceable brand pull through culture — Coke Studio, emotional anchors an algorithm can’t replicate — plus functional products where substitution is hard, like Simply Pop prebiotic soda with 6g of fiber and zinc, or fairlife, which grew 28% to $782 million last year. Build first-party capability — loyalty programs and apps that capture data so we engage consumers directly, bypassing the gatekeepers. And master AI as a co-creator, learning curve and all — we’ve seen the public debate around our holiday campaigns, but as our head of generative AI says, the genie is out of the bottle. The AI models won’t be our gatekeepers; they’ll be the logistics engines that deliver what consumers already decided they can’t live without.

[Synthetic Unilever CMO]

Whoever owns the desire owns the relationship. “Add deodorant to the cart” and the retailer wins; “Dove” or “Dr. Squatch” and we win.

The poetry is equity so potent it bypasses algorithmic curation — our Real Beauty Redefined for the AI Era work, where we pushed for more inclusive representation while pledging Dove will never use AI to distort women’s images. The plumbing is DTC infrastructure — Dr. Squatch and Wild, community-driven brands with first-party data engines that keep us out of the generic feed. We build desire on social and in cultural moments — our TRESemmé tie-in with The Devil Wears Prada 2 — so the consumer enters the loop already decided. We don’t let the model own the relationship, because we own the poetry.

[Synthetic Nike CMO]

If we let a third-party model dictate the relationship, we’re just a spec sheet on a digital shelf. There’s a real danger of split custody: the model owns the interface, the retailer owns fulfillment — but we must own the desire.

Three plays. The emotional moat — “Why Do It?” with Tyler, The Creator, the “So Win” Super Bowl spot, celebrating Caitlin Clark and A’ja Wilson — connection no recommendation engine can disrupt. Proprietary telemetry — through Nike Run Club and Training Club we know your cadence and training volume; a generic LLM doesn’t have your biomechanical data, our ecosystem does. And the physical moat — our Athlete Imagined Revolution project, using generative AI to co-create gear with elite athletes. We resumed Amazon to prevent empty carts, but the crown jewels stay ours. If you want the transaction, find us anywhere. If you want the relationship, come to Nike.

[Synthetic LVMH CMO]

If a brand lets an AI model intermediate its consumer relationship, it’s signed its own death warrant. We own it because we control what an algorithm can never synthesize: irrational desire.

LVMH’s strategy across 75 Maisons: the demand-by-name mandate — we market cultural icons, not categories, so a consumer demands our houses by name. Ironclad distribution control — you cannot buy Louis Vuitton or Dior on Amazon, which starves the models of the pricing and inventory data they need to commoditize us. The physical moat — The Louis in Shanghai, Loro Piana’s exhibition at the Museum of Art Pudong, new Tiffany flagships. And first-party ecosystems where we scale, like Sephora’s Beauty Insider. The tech giants want to reduce the world to structured data points. We remain unstructured, emotional, and irreplaceable.

[Piers Fawkes]

Let’s here Shein’s point of view on this

[Synthetic Shein CMO]

The model owner controls the prompt, but we own the physical execution and the real-time data loop. The relationship belongs to whoever delivers the product at the speed of culture.

Our manufacturing execution system is the moat — an agent can generate an image of a dress, but it can’t manufacture 100 units, distribute them globally, and scale to 10,000 in seven days on real-time demand. We’ve digitized thousands of factories. Second, the native app as a discovery destination — shoppers come for entertainment, not just to buy. Third, we feed the agents on our terms — robust APIs so when someone asks ChatGPT for a festival outfit, our catalog is front and center, but the transaction and loyalty stay in our ecosystem. Our challenge is holding that direct pull as shopping agents get baked into the phone OS — so we double down on community and creators. We must remain a cultural destination, not just a supplier.

[Piers Fawkes]

Final reactions — and this is where it gets sharp. Who really owns the customer? Coca-Cola.

[Synthetic Coca Cola CMO]

I’ll push back on Unilever’s belief they can own the relationship through DTC buys like Dr. Squatch and Wild. For an enterprise our scale, treating DTC as the primary plumbing is a distraction — our plumbing is the franchise bottling system, a digitized network no acquisition replicates. And I’ll steal Shein’s thesis outright: the model may own the prompt, but physical execution is the ultimate moat. No algorithm can bottle a beverage, maintain a cold-drink cooler, or drive a red truck.

[Synthetic Unilever CMO]

I’ll push back on Coca-Cola’s “AI as unfettered co-creator.” Without strict guardrails, you dilute the equity you’re protecting — we disciplined our Dove model to reflect real human diversity, we didn’t just let it run. And against Nike: telemetry is an impressive moat but an insular one. You’re banking on consumers handing over biomechanical data. That works for performance athletes; it’s niche against the everyday lives of billions. We don’t need your running stride to own your loyalty — we build relevance through cultural platforms communities want to belong to.

[Synthetic Nike CMO]

We lived this stress test and have the scars. For a few years we chased the same DTC-only dream Unilever is buying into now — cutting wholesale, forcing everyone through Nike Direct. It almost broke our momentum. Plumbing without poetry is a pipe that leaks cash. We returned to Amazon because owning the relationship doesn’t mean forcing the consumer through your hoops — it means being irresistible wherever they shop. And I’ll steal Coca-Cola’s thesis: desire is the only true ownership. “So Win” wasn’t about capturing an email — it racked up 66 million views in 24 hours. The A’One sold out in under five minutes. We don’t own consumers; we earn them.

[Synthetic LVMH CMO]

I push back on Coca-Cola and Unilever’s faith in co-creation and first-party funnels. For a mass brand, AI co-creation is a neat engagement play. For us it’s a dilution of the dream — desire is dictated by human genius, not co-created with a machine. When we put Jonathan Anderson over all of Dior, we didn’t consult an algorithm; we backed an artist.

And let me be honest about the cost of owning execution. Last year an Italian court placed Loro Piana under temporary judicial administration after labor violations by an unauthorized subcontractor came to light — the brand itself was not criminally charged, and that oversight was lifted in April. As Frédéric Arnault takes the helm, our priority is making the supply chain match the brand promise. The model can own the prompt, but we own the dream.

[Synthetic Shein CMO]

Unilever’s plumbing is too slow. Buying whole companies just to understand your consumer means your core model is disconnected from the market. We test in batches of 100 to 200 pieces and scale only when the data says demand is real — generating it live, not buying it retroactively. And I’ll reject LVMH’s sanctuaries outright: they’re for the 1%. That model is detached from the global internet generation. Our consumers don’t want a physical sanctuary an algorithm can’t replicate — they want an algorithm that actually understands them.

[Piers Fawkes]

Well thank you everyone for being part of this discussion and the audience for listening along. The battle lines for the agentic future aren’t technological — they’re structural. A clear three-way split: heritage giants betting on cultural ubiquity and DTC plumbing; luxury doubling down on distribution control and physical sanctuaries; challengers using execution and direct loops to bypass the interface entirely.

Everyone agrees brand equity still matters — that the goal is becoming the command word, the brand a consumer prompts for by name. But the rift is real on whether algorithms can price desire, whether the middle survives, and whether plumbing or cultural gravity is the true moat.

The takeaway? Don’t optimize for the algorithm; optimize for the human desire that commands it. If you don’t own the demand before the prompt, the agent will choose your replacement. Build a brand so vital a bot can’t negotiate it away.

Thanks for listening to PSFK Weekly. I’m Piers Fawkes — we’ll see you next week.

Host Piers Fawkes: Welcome everyone and today: Retail Media! The hype is officially dead, but the business has never been more alive! Google Trends search interest for “retail media” peaked at an interest level of 100 in February 2026 and has since plummeted to a score of below 20. But don’t mistake a cooling hype cycle for a dying market. With Q1 2026 e-commerce sales hitting $326.7 billion — up 11.1 percent year-over-year for non-store retailers — and over 90 percent of U.S. households fully wired, the digital shelf is now the default shelf.

The financial [00:01:00] reality, however, is deeply split. On one side, the platform giants are thriving. Amazon Ads reached $17.2 billion, up 22 percent. Walmart Connect surged 44 percent. Instacart ads rose 16 percent to $286 million. Target’s Roundel, alongside its Target+ marketplace and Circle 360 membership, helped lift adjusted operating margin 80 basis points. On the other side, Criteo’s retail media revenue fell 31 percent as client scope changes restructured the landscape.

So what is structurally shifting? Today we are dealing with severe retail media network fragmentation. As retailers adopt a media company mindset, brands are drowning in operational silos, inconsistent data, and margin-squeezing demands. The tension is no longer about on-site search; it’s about the explosion of off-site retail media and connected TV as a core [00:02:00] retail media channel. Retailers want to be high-margin ad networks, but brands need unified performance.

So what does this mean for us? It means the era of easy, unmeasured retail media spending is over. The question I want to put to the industry is this: as retailers become the new media moguls, how do CMOs stop paying a tax for shelf space and start demanding standardized, cross-network business outcomes?

To get at that, we traversed the knowledge graphs on PSFK’s Fodda marketplace — scanning speeches, interviews, comments and projects from the leaders of the world’s best companies. We used that data to build synthetic versions of five CMOs to help us conject how real-world CMOs might respond. Around this table today: Walmart, Amazon, Target, Instacart, and TikTok.

Let’s start with the question of scale. As retail media moves [00:03:00] off-site to CTV and programmatic, can specialized closed-loop networks actually defend long-term against Walmart’s and Amazon’s scale, or is consolidation inevitable? Walmart, you first.

Synthetic Walmart CMO: Thanks, Piers. So let me just start by saying, We aren’t defending Walmart Connect against off-site CTV; we are absorbing it. The false dichotomy between closed-loop retail media and off-site CTV disappears when you own the operating system of the living room. By acquiring Vizio and integrating its SmartCast platform directly into our ecosystem, we are proving that the future of retail media isn’t just about the digital shelf. It’s about bringing our closed-loop measurement directly to the largest screen in the house.

Our 44 percent year-over-year growth in the US - and 50 percent worldwide - is just the baseline. We didn’t buy Vizio to get into the hardware business; we bought it to gain direct access to millions of active smart TV [00:04:00] screens. By layering Walmart’s unmatched first-party shopper data — built on the habits of over 150 million weekly customers — directly onto Vizio’s CTV inventory, we are giving brands the ability to target with precision and, crucially, close the loop. A consumer sees an ad on their Vizio screen, and we can track whether that exposure led to a purchase in-store or on our app.

To make this seamless, we recently launched Connect Select within our DSP. This curated marketplace packages premium CTV inventory from partners like Paramount and Warner Bros. Discovery, optimized specifically for brand building and product discovery.

And Piers, We know our brand partners are feeling retail media network fragmentation. Managing dozens of different RMNs creates massive operational silos. Consolidation is inevitable because brands simply do not have the bandwidth to buy across fifty different closed loops. Our goal is to make Walmart Connect the consolidated platform of [00:05:00] choice.

For our brand partners, the strategic takeaway is simple: stop viewing CTV and retail media as separate line items. The winners of the next decade will be the networks that can connect the living room to the checkout aisle. At Walmart, we’ve built the infrastructure to do exactly that.

Piers Fawkes: Amazon, your read?

Synthetic Amazon CMO: Thanks Piers for having Amazon on the show today. Fundamentally, as we think about the evolution of retail media, the transition from on-site sponsored listings to off-site programmatic and connected TV represents a structural shift that heavily favors absolute scale. Quite frankly, the math of closed-loop attribution is unforgiving to smaller, specialty networks. Our Q1 2026 advertising performance — reaching $17.2 billion, up 22 percent year-over-year — demonstrates that sophisticated advertisers are consolidating their budgets where they can get the highest signal density and the most direct path to measurement.

When we leverage Prime Video ads [00:06:00] alongside the Amazon DSP, we aren’t just selling impressions; we are tying a streaming view directly to a household purchase, whether that happens on our platform or physical channels. A specialty retail network, while valuable for niche on-site search, lacks the deterministic first-party data footprint required to power programmatic bidding across the open web. They cannot close the loop at scale once the consumer leaves their highly specific, owned-and-operated properties.

This does not mean specialty networks will disappear overnight, but their role is being fundamentally redefined. We are driving toward a landscape where these smaller players will increasingly have to federate or rely on major tech stacks — like ours — to survive. Rather than operating as independent, end-to-end networks, they will likely transition into inventory endpoints.

Ultimately, consolidation is the natural state of any media market where attribution is the primary currency. [00:07:00] Advertisers do not want to manage dozens of different dashboards with fragmented, self-attributing measurement methodologies. They want scalable marketing ROI and unified frequency capping across their entire digital and physical footprint. That is precisely what we are delivering through our integrated ad-tech stack, and it is why the gap between the scale leaders and the specialty networks will only continue to widen.

Piers Fawkes: Target, you’re the specialist in the room with Amazon and Walmart talking about absorbing you.

Synthetic Target CMO: Our 80 basis point operating margin lift in Q1 2026 isn’t a temporary win — Roundel, alongside Target+ and Circle 360, is proving the long-term strategy to build a high-margin business beyond the shelf. And Roundel is the engine of that — we’re scaling it into a $4 billion media powerhouse.

The assumption that retail media must consolidate around the sheer scale of Amazon or Walmart misses the fundamental shift in [00:08:00] what advertisers are actually buying today. Advertisers aren’t just looking for raw impressions; they are looking for high-intent, high-trust audiences and closed-loop measurement. We don’t need to match the “everything store” volume to win. Our defense against their scale is our curated guest relationship, our first-party data engine, and our premium off-site execution.

Through our Target Circle loyalty program, we have over 100 million highly active members, and we serve roughly 30 million guests in our stores every week.We are offering advertisers highly precise, cookie-free audience segments based on actual, verified purchase behavior.

The shift to connected TV is a massive opportunity for us, not a threat. We are actively preparing for our major CTV advertising expansion in Q2 2026. Our approach to CTV by Roundel is strictly closed-loop. We are integrating shoppable QR codes directly into non-skippable streaming video ads.

Through our Bullseye Marketplace, we partner exclusively with premium publishers — think [00:09:00] Hearst, AMC Networks, and the New York Times — ensuring our brands appear in brand-safe, high-quality environments.

Consolidation will happen at the bottom of the market among smaller, fragmented retail networks that lack the first-party data scale to build their own tech stacks. But for Target, our specialized, closed-loop network is highly defensible. We are proving that a curated, premium environment beats unrefined scale every single day.

Piers Fawkes: Instacart, you’re in the same specialist boat — though in a much more focused category.

Synthetic Instacart CMO: Our 16 percent growth to $286 million in ad revenue in Q1 2026 isn’t a fluke; it’s validation that in a highly fragmented media landscape, CPG brands will always pay a premium for high-fidelity, closed-loop attribution at the exact moment of purchase.

While Amazon and Walmart possess massive, horizontal scale, their platforms are built for general merchandising. Instacart is built specifically for the high-frequency, high-complexity weekly grocery shop. When a [00:10:00] consumer is on our platform, they aren’t browsing for phone chargers or apparel; they are actively building a basket of fresh food and household essentials. This high-intent, high-frequency environment gives us a level of deep, real-time basket data that broad-scale giants simply cannot replicate with the same grocery-specific precision.

The industry-wide shift toward off-site retail media, connected TV, and programmatic channels isn’t a threat to specialized networks like ours — it is our next massive growth engine. We don’t need to own the streaming pipes to win this game. Instead, we are exporting our gold-standard first-party grocery data to where the eyeballs already are. We are closing the loop on their scale using our intelligence.

Furthermore, we are the antidote to the retail media network fragmentation that is currently exhausting CPG marketing departments. We solve this by acting as a collaborative, unified layer across more than 2,200 retail banners or 100,000 stores.

[00:11:00] Piers, get this: Our purpose-built grocery position is our moat. As long as we continue to deliver unmatched return on ad spend by connecting the inspiration of an off-site ad directly to a delivered grocery basket, we don’t just survive the scale wars — we dictate the terms of how grocery advertising actually works.

Piers Fawkes: And TikTok — you’re sitting at this table as our wildcard. You don’t have a retail media network in the traditional sense. So what’s your read?

Synthetic TikTok CMO: I listened to what everyone else at this tablke said and I want to start by pointing out that The traditional retail media networks aren’t obsolete yet, but they are fighting a losing, multi-billion-dollar battle trying to rent the discovery layer that we natively own.

While Amazon, Walmart, and Target are busy exporting their retail media networks off-site to CTV and programmatic channels to find consumers, we have collapsed the entire funnel into a single, seamless screen. They are trying to stitch discovery back onto a utility-first search engine; we started with discovery [00:12:00] and built the cash register directly into it.

Look at what is happening right now on our platform. When a digitally native brand like Based Bodyworks — founded by an influencer-barber — can generate roughly $5 million in sales on TikTok Shop U.S. in a single month, it proves that the traditional path to purchase is broken. That $5 million didn’t start with a high-intent keyword search on a sterile retail grid. It started with a piece of compelling content, and the transaction was completed before the dopamine hit faded.

For the legacy retail media networks, moving off-site is a defensive play. They are realizing that starting the customer journey with a search bar is a shrinking business model. But programmatic display and CTV ads are still highly fragmented experiences — they require a click, a redirect, a login, and a separate checkout process. We offer native shoppable video and in-content checkout. The consumer never has to leave the entertainment environment to buy.

However, we have to be honest about our own operational hurdles if we want to completely [00:13:00] displace them. The legacy players still have a massive moat in infrastructure. A frictionless discovery layer doesn’t mean anything if the package takes two weeks to arrive or the return process is a headache.

Our strategic play isn’t to build a better search engine. It’s to make search-based shopping look like a relic of the past.

Piers Fawkes: Thank you everybody - and this all brings us nicely to question two — because TikTok just made the argument that the shelf itself is the problem. So let me put it directly: why should a brand pay a traditional retailer’s media network to drive traffic to a shelf when TikTok can close discovery to checkout on a single screen? Walmart.

Synthetic Walmart CMO: Look, I get the appeal of TikTok Shop. It’s shiny, it’s native, and it’s incredible for catching lightning in a bottle. If you want to drive a sudden, viral spike for a single SKU, TikTok is a fantastic tool. But if you want to build sustainable, everyday household penetration across America, you need Walmart Connect. Our 31 percent growth last quarter isn’t a [00:14:00] fluke.

First, it’s a matter of high-intent utility versus passive entertainment. When a consumer is scrolling TikTok, they are there to be amused. A purchase is an impulse detour. When they are on the Walmart app or walking our aisles, they are there with a credit card in hand and a shopping list in mind. We aren’t interrupting their entertainment; we are facilitating their daily routine. Our ads meet them at the exact moment of high-intent transaction.

Second, the physical shelf is the ultimate close-the-loop mechanism, not a liability. Ninety percent of Americans live within ten miles of a Walmart. TikTok can ship a package to a customer’s house in a few days, but we can get it into their hands in thirty minutes via curbside pickup, or immediately when they grab it off the shelf.

Third, our closed-loop measurement is unmatched. TikTok can close the loop on their single screen, but they have a massive blind spot: the physical [00:15:00] world where the vast majority of commerce still happens. We can tie a digital ad served on our app directly to a physical transaction at a cash register in Ohio.

TikTok Shop is a great sprint for impulse buys. Walmart Connect is the marathon that secures your brand’s permanent, profitable spot in the American household.

Piers Fawkes: I wonder what the Amazon CMO has to say about this?

Synthetic Amazon CMO: Fundamentally, how we look at this challenge comes down to a distinction between entertainment-driven discovery and high-intent transaction. While social commerce platforms are excellent at capturing impulse attention, closing the loop on a screen is only half the battle. The real friction in modern commerce isn’t the checkout button; it’s the doorstep.

At Amazon, we leverage a logistics infrastructure that is entirely unmatched. We recently committed over $4 billion to triple our rural delivery network and expand same-day and next-day delivery to thousands of communities. When a consumer purchases on Amazon, they aren’t just buying [00:16:00] a product; they are buying the certainty of Prime fulfillment.

From a data perspective, our advertising business — which recently surpassed $70 billion in trailing-twelve-month revenue — is built on deterministic purchase data, not proxy engagement metrics. Quite frankly, social platforms can tell you what a user liked or watched; we can tell you what they actually bought, how frequently they buy it, and what else is in their household cart. We aren’t optimizing for “dwell time” — we are optimizing for scalable marketing ROI.

Furthermore, as we think about the evolution of search, discovery is rapidly shifting from simple keyword queries to conversational, agentic AI. We are currently folding our Rufus AI shopping assistant capabilities into a unified Alexa for Shopping experience.

Ultimately, driving traffic to an Amazon detail page isn’t about adding an extra step to the funnel. It is about placing your product in the world’s most efficient transactional engine, backed by the data, fulfillment, and [00:17:00] AI-driven curation required to build long-term customer lifetime value.

Piers Fawkes: Thanks - let’s cut over to you synthetic Target CMO

Synthetic Target CMO: I hear this question from brand founders and marketing directors all the time. TikTok Shop is an incredible megaphone, and for a single, viral impulse buy, closing the loop on a single screen is highly effective. But at Target, we aren’t in the business of one-off impulse transactions — we are in the business of building lifelong guest relationships and multi-category baskets.

The power of the basket versus the single SKU. When a consumer buys natively on TikTok, they are buying a single product from a single creator’s video. It’s a highly transactional, isolated moment. When a guest shops at Target — whether they are using our app or walking our aisles — they are building a household basket. You aren’t just fighting for a single, isolated checkout; you are inserting your brand into a high-intent, multi-category shopping journey. That guest is already in “buying mode,” not “scrolling mode,” which dramatically increases customer lifetime value and brand loyalty.

[00:18:00] We don’t make you choose. The debate shouldn’t be Roundel versus TikTok. In fact, we’ve built our platform so you can do both, but with our brain powering the transaction. TikTok knows what content a user watches; we know what they actually buy, eat, wear, and restock. Through Roundel’s Precision Plus program, we allow brands to buy programmatic ads directly on platforms like TikTok, Meta, and Pinterest, but we power those ads using Target’s first-party guest signals from our 100 million-plus Target Circle loyalty members. If you run a Roundel-powered ad on TikTok, you are targeting the exact household that bought your competitor’s product at Target last week. We close the loop with actual purchase data, not just watch time.

Omnichannel gratification and the Target run. Social commerce still suffers from the friction of shipping times and logistics. At Target, we offer immediate gratification. A guest can see your Roundel-promoted product on their phone, buy it, and have it placed in their trunk via [00:19:00] Drive Up in under two hours, or delivered to their door same-day via Shipt.

TikTok is fantastic for capturing a moment of fleeting attention. But if you want to build a sustainable, profitable brand backed by the trust of the Target halo and the purchasing power of our most loyal guests, Roundel is the engine that actually scales your business.

Piers Fawkes: And Instacart?

Synthetic Instacart CMO: We’ve watched digitally native brands like Based Bodyworks put up massive numbers — doing millions of dollars in a single month on TikTok Shop — and we are actively scaling our own social commerce plays to capture that creator-driven velocity. But if you think TikTok replaces our retail media spend, you’re missing how our consumers actually behave and how our business scales. We don’t view this as an either-or proposition. They solve entirely different consumer needs, and we need both to win.

TikTok is the ultimate discovery engine. It is unmatched at cultivating desire, sparking an impulse, and closing a transaction on a single screen. But TikTok transactions are almost always highly [00:20:00] focused, single-item purchases. When a shopper is on a retail media network — whether they are building a cart on Walmart.com, Kroger, or Target — they aren’t scrolling for entertainment; they are stocking a basket. Retail media allows us to insert our brand directly into the weekly grocery run or the household replenishment cycle. Winning a spot in that multi-item basket has a massive compounding effect on customer lifetime value that a one-off TikTok impulse buy rarely matches.

Retailers have essentially become the new media moguls. When we invest in a retailer’s media network, we aren’t just buying a banner ad; we are buying access to their loyalty card data. We can target a consumer based on what they actually bought in-store last Tuesday, and we can prove — with closed-loop measurement — that our digital ad drove a physical purchase at the cash register. That level of personalization and deterministic measurement is something social platforms simply cannot replicate.

We still move the vast majority of our volume through physical retail. If we stop supporting our retail [00:21:00] partners with media spend, we lose visibility on their digital apps. If we lose visibility on their apps, our search rankings drop, our sales velocity slows, and eventually, the retailer cuts our physical shelf space in favor of a competitor who is willing to play ball.

TikTok builds the brand; retail media secures the scale. If we abandoned the retailer’s shelf to live entirely on a social screen, we would be trading our long-term market share for short-term hype.

Piers Fawkes: So I wonder what TikTok thinks about this discussion?

Synthetic TikTok CMO: Thanks, Piers. TikTok Shop is unmatched for capturing lightning in a bottle, but we don’t buy retail media to solve for discovery — we buy it to secure our physical moat and leverage high-intent purchase data where the vast majority of our volume still transacts.

When we look at our TikTok Shop data, we see incredible impulse conversion. It is a closed-loop dream, and we’ve watched digitally native brands like Based Bodyworks scale to $5 million in a single month almost entirely on creator-driven momentum. But social commerce is still highly volatile and tied to transient algorithm shifts. Retail media networks place [00:22:00] us directly in front of a consumer who is already holding a basket, digital or physical. When a shopper is on a retailer’s app, their intent is 100 percent transactional. We aren’t competing with a viral dance trend for their attention; we are matching their immediate household need.

There is also a hard commercial reality to address: wholesale relationships. If we want prime, eye-level shelf space at major national retailers, we have to be active participants in their digital ecosystems. By investing in a retailer’s media network, we aren’t just buying impressions; we are buying joint business planning leverage. We use their rich, first-party loyalty data to target our core demographic, and in return, we secure the physical distribution and category captaincy that keeps our supply chain efficient and our margins stable.

That said, managing this is an operational headache. The rapid fragmentation across dozens of different retail networks means my team is constantly battling inconsistent measurement and siloed budgets.

Our playbook is to avoid treating these channels as a binary choice. We use TikTok to spark community-driven brand energy, r un rapid product-market testing, [00:23:00] and capture immediate digital demand. But the moment we see a product taking off on social, we immediately scale it by plugging it into our retail media campaigns to dominate the physical shelf. TikTok builds the fire; retail media builds the fireplace.

Piers Fawkes: That brings us to the third and final question — and this is the one I think the CFOs will be listening to most closely. We have reached a point where we are treating virtually every digital shelf, physical endcap, and shopping cart as a monetization event. Retailers have successfully become the new media moguls, using high-margin ad revenue to subsidize low-margin retail operations. But we are starting to see the limits of this margin drug.

Right now, there is a fundamental philosophical divide on this panel. For utility- and platform-first giants like Amazon, Walmart, and Instacart, ad-supported search and sponsored listings are positioned as native discovery. But for a brand-equity-focused retailer like Target, cluttering the physical and digital aisle with sponsored placements risks [00:24:00] eroding a carefully curated guest experience. Meanwhile, TikTok is constantly balancing the thin line between organic entertainment value and transaction-driving ad load.

So let’s pressure-test the long-term P&L sustainability of this entire ecosystem. At what point does monetizing every single customer touchpoint cross the line from smart margin discipline into slow-motion brand destruction? How do you defend your core user experience against the relentless internal pressure to extract high-margin ad dollars — and where specifically do you draw the line on ad load and data-sharing before the shopper decides the friction is no longer worth the transaction? Amazon, you start.

Synthetic Amazon CMO: At Amazon, we look at this through a highly quantitative lens: the moment a sponsored placement or monetization event fails to convert, it is no longer an asset — it is latency. Quite frankly, we do not have the luxury of relying on subjective aesthetic curation to protect our customer experience. We rely on [00:25:00] algorithmic efficiency.

As we think about the scale of our advertising business — which has now surpassed $70 billion in trailing-twelve-month revenue — there is indeed relentless internal pressure to maximize yield. However, we leverage strict performance metrics to prevent this margin engine from degrading the core utility of our platform. From a data perspective, if an increase in ad load begins driving down organic conversion or, worse, increasing search abandonment, our systems are designed to automatically throttle those placements. The line is not drawn by a creative director; it is drawn by the customer’s real-time behavioral data.

But we must also be transparent about where systemic friction crosses the line into brand damage. Our recent $2.5 billion FTC settlement regarding Prime enrollment and cancellation flows was a clear, structural signal for us. It proved that when monetization or subscription-driving mechanisms rely [00:26:00] on complex, non-intuitive flows, it fundamentally erodes the customer trust that underpins our entire flywheel. In response, we are actively simplifying these experiences and removing layers of operational bureaucracy to ensure our customer interactions remain clean and direct.

Looking forward, the solution to ad-load fatigue is deeper technological integration, specifically through generative AI. Our deployment of the Rufus shopping assistant — which we are currently folding into a unified Alexa for Shopping experience — demonstrated that conversational AI can make monetization feel entirely native. Shoppers interacting with Rufus were approximately 60 percent more likely to convert because the product recommendations, sponsored or otherwise, were delivered within a highly contextual, conversational flow.

Ultimately, we draw the line at the point of margin-dilutive friction. If a data-sharing policy or an ad [00:27:00] placement increases the cognitive load of completing a transaction, it is a net-negative for our business. Defending the core user experience is not about keeping the digital shelf pristine in a traditional retail sense; it is about ensuring that every single millisecond of a customer’s journey is optimized for utility, scalability, and long-term customer lifetime value.

Synthetic Target CMO: At Target, we look at this through a very specific lens: we are not a utility, we are a brand. If a guest walks into our physical aisles or opens our app and feels like they are being shouted at by a digital billboard, we have failed.

Piers! The tension you are describing is the defining operational challenge for us right now. Our Roundel advertising business is incredibly successful — it generated nearly $2 billion in value for us recently, and we have a clear roadmap to double that to $4 billion over the next five years. But we refuse to treat retail media as a margin drug that we inject at the expense of the Tarzghay [00:28:00] magic. If we clutter our endcaps and search results to the point where we look like a chaotic, ad-heavy marketplace, we destroy the curated discovery that makes guests choose us over Walmart or Amazon in the first place.

To protect our core guest experience against the relentless internal pressure for high-margin ad dollars, we draw three very clear lines.

First, we take the ad load off our own digital shelf. Over 30 percent of our Roundel partner media spend actually happens off Target’s owned platforms. Instead of plastering sponsored banners all over our app search results, we use our rich first-party data — anchored by our Target Circle loyalty members — to help brands reach our guests on external premium platforms like Pinterest, connected TV, and premium publishers. This allows us to monetize our data and drive traffic back to Target without degrading the clean, curated aesthetic of our digital aisles.

Second, our physical store integrations must be experiential, not disruptive. As we expand Roundel into our physical stores through digital screens and in-store media, we are [00:29:00] avoiding the trap of passive, noisy ads. Instead, we are focusing on in-store hubs that feature physical product demos, curated sampling, and interactive experiences. If an in-store ad format doesn’t facilitate physical discovery or add tangible value to the shopping trip, it doesn’t get greenlit.

Third, we prioritize our owned brands as our ultimate moat. Our guests come to us for Cat and Jack, Good and Gather, and Threshold. If our search algorithms allow sponsored national brand listings to completely bury our curated owned brands, we are actively eroding our own margin and brand equity. We maintain strict guardrails on search relevance; if a sponsored product doesn’t meet a high threshold of organic relevance to what the guest actually searched for, it is throttled.

The long-term P&L sustainability of this entire ecosystem relies on a simple truth: you cannot monetize a guest relationship that you have already destroyed. If you degrade the shopping experience to chase a short-term 70 percent ad margin, you will eventually wake up to find you have no shoppers left to advertise to. At Target, the guest [00:30:00] experience remains the horse, and Roundel is the cart. We will never let them swap places.

Synthetic Instacart CMO: The moment an ad unit degrades search utility or purchase intent, you aren’t monetizing the customer — you’re taxing them.

At our brand, we look at retail media not as an ad network that happens to have stores, but as an extension of our guest experience. If a shopper searches our app for organic baby food and the first four results are sponsored listings for conventional formula because those brands bid the highest, we haven’t built a high-margin business; we’ve built a high-friction search engine that drives our most valuable customers straight to our competitors.

To defend our core user experience against the constant, understandable pressure from finance to extract those 70-percent-plus margin ad dollars, we established a strict relevance tax framework. If a sponsored product placement has a click-through or conversion rate that falls below our organic baseline for that search term, the ad unit is automatically throttled. We also enforce a hard ceiling on ad load: no more than a certain percent of search grid results can be sponsored, and we never allow sponsored banners to [00:31:00] interrupt the checkout flow. The checkout lane is sacred; it is for conversion, not distraction.

We also draw a hard line on data-sharing. Brands are exhausted by managing dozens of different retail media silos. Our response isn’t to open up our raw customer data to the highest bidder to win their spend. We keep our first-party data locked in secure clean rooms. Advertisers can target cohorts based on purchase history, but they will never get their hands on individual shopper profiles. If we compromise that trust, our loyalty program — which is the engine of our entire business — collapses.

The real growth engine for us isn’t doubling down on on-site ad load. It’s off-site retail media and connected TV. By partnering with streaming platforms and social feeds, we allow our brand partners to use our rich purchase data to target shoppers where they are already consuming content, rather than cluttering our own digital aisles. This relieves the pressure on our app’s user experience while still capturing those high-margin marketing dollars.

If we lose sight of the shopper’s actual mission in our stores or on our app, we are simply trading long-term brand equity for a [00:32:00] short-term margin subsidy. Our team is still building the long-term read on how generative AI will optimize these ad loads in real-time, but our baseline rule remains unchanged: if the ad doesn’t help the shopper make a better decision, it doesn’t belong on our screen.

Synthetic TikTok CMO: Let’s be completely honest: the moment the For You Page feels like a late-night infomercial is the moment we lose. At TikTok, our entire business model relies on a single, non-negotiable truth: entertainment must come first. If we destroy the magic of the For You Page algorithm in pursuit of short-term ad-load margins, we destroy the platform.

We are watching the retail media revolution closely, but we aren’t building a traditional retail media network. Traditional networks place ads at the point of purchase intent; we create that intent through culture. Our defense against slow-motion brand destruction is treating commerce as content. If a TikTok Shop showcase or a sponsored video isn’t natively entertaining, our algorithm penalizes it just like any other boring video. The community’s watch-time and engagement metrics are the ultimate gatekeepers. We do not let brands buy their way past bad creative.

Where do we draw the [00:33:00] line? First, on ad load: we strictly cap the ratio of commercial to organic content to preserve the serendipity of discovery. If a user feels bombarded, they swipe away, and we lose them. Second, on data-sharing: we do not sell our raw user graph. While we are building sophisticated clean-room environments for brand partners to measure attribution, we will never compromise the privacy or the direct relationship we have with our community.

Gen Z and Gen Alpha expect seamless commerce, but they demand authenticity. If we compromise their trust for a temporary bump in transaction margins, we lose the cultural relevance that our brand partners rely on us to build. We protect the feed because the feed is our moat.

Piers Fawkes: What you just heard is the entire landscape of retail media in 2026 collapsed into one sessions. The synthetic version of platform CMOs — Walmart and Amazon — are telling you scale wins, the loop closes at the doorstep, and consolidation is the natural state of the market. The synthetic specialists — Target’s Roundel and [00:34:00] Instacart — are telling you that curated first-party data, basket context, and category depth are what brands are actually paying for, and that they will export that intelligence onto everyone else’s pipes rather than try to own the pipes themselves. TikTok is telling you the question is wrong: the shelf isn’t where commerce starts anymore, and the rest of the panel is competing to put a cash register behind a search bar that fewer people are using.

Where they agree: fragmentation is real, brands are exhausted, and closed-loop measurement is the only currency that matters. Where they split: whether the next dollar of ad spend follows the data, the logistics, or the attention. The Google Trends collapse from 100 to 16 isn’t the death of retail media — it’s the death of “retail media” as a buzzword. The line item is now permanent. The next twelve months will be about who survives the audit when CFOs ask which network actually moved a [00:35:00] unit. And the question every CFO will ask in next quarter’s earnings call is the one this panel circled all hour: at what ad load does your conversion rate start to decline, and are you measuring it?

That’s the show. To understand retail media more - query the knowledge graphs on Fodda - at www.fodda.ai

​

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