'Vibe Marketing' comes to retail media

Retail Media Breakfast Club · Apr 17, 2025 · 10m

In this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at scale while maintaining authentic brand connections, despite the structured nature of retail media environments. Kiri offers four practical applications for retail media professionals: scaling content across multiple channels, personalizing at scale using retailer first-party data, quickly capitalizing on emerging shopper trends, and automating…