When in-store retail media is done right, it can deliver something digital ads simply can’t: a multisensory brand experience that drives immediate sales and long-term brand recall. In this episode, I’m sharing highlights from my recent LinkedIn Live with Jordan Witmer from the agency SALT, where we dug into what’s really possible with experiential in-store activations, and why so few brands are fully taking advantage of them.

Jordan brings a rare, well-rounded perspective, having spent years on the brand side before moving onto agency side leadership. We talk candidly about why in-store activations in the U.S. often fall flat, how brands are leaving value on the table, and the real reason these high-impact experiences struggle to get funded. If you’re a brand or retail media leader trying to balance short-term ROI with long-term brand building, this conversation is for you.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] Why in-store experiential activations deliver value that sponsored products and display ads can’t

[01:00] The gap between what’s possible in-store and what’s actually happening in the U.S.

[02:30] How experiential activations drive both immediate POS lift and long-term brand recall

[03:15] Data that proves experiential marketing deepens brand connection and drives purchase

[04:00] Inside the Topo Chico Target activation that drove 3X same-store sales growth

[06:30] The real challenge: measuring ROAS and funding experiential retail media across siloed budgets

Links & Resources

• Listen to the full replay of my conversation with Jordan
• Learn more about SALT
• Follow Jordan Witmer on LinkedIn
• Read my related articles:
  • Sam's Club Cracked the Code on In-Store Retail Media—Here's How They Did It
  • Three Companies Monetizing Moments That Most Retailers Ignore
  • It’s Time To End Retail Media “Versus” Organic Search
• Join me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!
• Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn

A couple of weeks ago, OpenAI quietly made one of the most important announcements for the retail media industry, and I don’t think we’re fully reckoning with what it means yet. In this recap of my January 20 article for The Drum, I break down why OpenAI testing ads inside ChatGPT responses isn’t just an interesting experiment, but a signal that the foundations of retail media are already shifting.

Let me be clear: this isn’t a doomsday episode! Retail media isn’t dead, but it does need to evolve. I walk through why AI-enabled shopping is fundamentally different from past hype cycles, how consumer trust and behavior are changing faster than we expect, and where retail media networks are most exposed — and most defensible — as AI becomes an increasingly powerful commerce intermediary.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – OpenAI’s ad announcement and why a sponsored hot sauce recommendation matters more than it seems

[01:26] – Why AI-enabled shopping will succeed where the Metaverse and voice commerce failed

[02:00] – The real pain in today’s ecommerce experience and why consumers are primed for change

[03:24] – Trust, culture, and the rise of AI as a shopping companion (not just a tool)

[05:00] – How OpenAI ads threaten the 70-80% margins of onsite retail media

[09:45] – Why in-store retail media may be the most defensible channel in an AI-driven future

Links & Resources

• My full January 20 article on The Drum - Why OpenAI’s ad announcement should worry retail media networks
• Read my related articles:
  • Should Your Industry Advertise in AI Media in 2026?
  • ChatGPT Ads Are Here. I'm Not Panicking.
  • Three Companies Monetizing Moments That Most Retailers Ignore
• Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn

New data from Sensor Tower confirms what many of us suspected but couldn’t yet prove: AI-assisted shopping on Amazon has quietly crossed the threshold from experiment to default behavior. During the 2025 holiday season, Amazon’s AI assistant Rufus didn’t just influence shopping — it captured a disproportionate share of actual purchases. In this recap of my recent article for The Drum, I break down what the data really tells us, why Amazon’s headline claims may have undersold the impact, and how AI-assisted journeys are reshaping conversion dynamics.

I also unpack what this means for retailers and brands as AI becomes a primary decision aid. From late-funnel “rescue” moments, to early decider confidence boosts, the evidence suggests we’re not dealing with a single funnel anymore. And if AI assistants replace search as the dominant interface, the future of retail media may depend less on placement, and more on inclusion.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] Why AI-assisted shopping is no longer a novelty and how Rufus captured 66% of purchases on Black Friday

[01:02] Andy Jassy’s $100B Rufus claim and why the industry struggled to validate it

[02:22] How Amazon positions Rufus against third-party AI shopping agents

[03:26] The strategic restraint that sets Rufus apart from other retailer AI experiments

[04:45] Sensor Tower’s “cart reconsideration” journey and a surprising 50% conversion rate

[08:21] What AI-assisted shopping means for the future of retail media monetization

Links & Resources

• My full article on The Drum - While everyone debates agentic shopping, Amazon’s Rufus is racking up sales
• Sensor Tower research results - Retail Embraces AI: How Did Rufus Impact Amazon's November Sales?
• Read my related articles:
  • The 3 Ways Agentic Commerce Could Destroy Retail Media
  • Amazon is playing agentic commerce chicken. Other retailers should not.
  • At NRF, Retailers Say "Bring On All The Bots"
• Atlanta-based retail media professionals: Wednesday, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn