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AI Agents in Retail Media: Why Media Buyers Aren’t Ready for the Agentic Revolution
AI agents are suddenly everywhere in retail media. Platforms, agencies, and retailers are all promising to automate media planning, buying, optimization, and reporting. But how ready are the people actually running these campaigns to hand over the keys?
In this episode, a recap of my recent article for The Drum, I dig into new Skai research on “agentic readiness” among paid media practitioners, including why leadership and practitioners appear to have very different views of how ready their organizations really are. I also look at why retail media should theoretically be a perfect environment…
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