{"id":6730,"date":"2024-03-06T16:35:55","date_gmt":"2024-03-06T16:35:55","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/ai-in-retail-media-majority-of-marketers-are-optimistic\/"},"modified":"2024-03-06T16:35:55","modified_gmt":"2024-03-06T16:35:55","slug":"ai-in-retail-media-majority-of-marketers-are-optimistic","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/ai-in-retail-media-majority-of-marketers-are-optimistic\/","title":{"rendered":"AI in retail media? Majority of marketers are optimistic"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Marketers are ready to embrace AI in the retail media space. A majority (53%) of marketers believe AI will \u201csignificantly enhance\u201d the way shoppers are targeted and served relevant ads, according to a survey of 200 CPG advertisers commissioned by in-store media technology company Cooler Screens.<\/p>\n<p>Another 37% of marketers said AI\u2019s impact on the space will be \u201cmoderate, improving some aspects [of retail media], but not transformative.\u201d Nine percent said traditional methods will remain in place with slow adoption, and one percent said they were unsure about AI\u2019s role at this stage.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/kraft-heinz-and-gatorade-tap-in-store-video-screens-for-march-madness\/\" target=\"_blank\"><strong><em>Kraft Heinz and Gatorade tap in-store video screens for March Madness<\/em><\/strong><\/a><\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>Why we care.<\/strong> It\u2019s worth noting that only 1% of marketers in this survey were on the fence about AI\u2019s impact on retail media. The vast majority are ready to embrace AI for targeting, serving relevant ads to customers and other aspects of advertising. Retail media covers the full customer journey, including the \u201clast mile\u201d when shoppers are on the retailer\u2019s digital channels or in-store. Using AI to connect with customers in this crucial part of the journey can give advertisers a leg up on competitors.<\/p>\n<p><strong>Other findings.<\/strong> When asked about AI\u2019s role in analyzing and leveraging shopping behavior in-store, these were the responses:<\/p>\n<ul>\n<li>45% say AI will assist, but human analysis will remain primary.\u00a0<\/li>\n<li>44% believe AI will be essential for real-time data analysis and shopper insights.\u00a0<\/li>\n<li>10% consider in-store data too complex for current AI capabilities.\u00a0<\/li>\n<li>1% have no opinion on AI\u2019s effectiveness in this context.<\/li>\n<\/ul>\n<p><strong>Personalization.<\/strong> Advertisers were also asked about personalization. Would AI be used to deliver highly personalized experiences to retail media shoppers?<\/p>\n<ul>\n<li>52% predict AI will enable highly personalized shopper experiences.\u00a0<\/li>\n<li>34% foresee some improvement in personalization, but challenges remain.\u00a0<\/li>\n<li>11% think personalization through AI is overrated with limited use.\u00a0<\/li>\n<li>4% need more information to assess AI\u2019s role.\u00a0<\/li>\n<\/ul>\n<p><strong>Data.<\/strong> And finally, with third-party cookies crumbling and other data challenges for advertisers, will AI help bring together retail\u2019s fragmented online and offline datasets?<\/p>\n<ul>\n<li>54% view AI as crucial for seamless integration of online and offline data.\u00a0<\/li>\n<li>29% find AI helpful but not essential, as other tools can also manage data integration.\u00a0<\/li>\n<li>15% have privacy concerns about AI integration.\u00a0<\/li>\n<li>2% are indifferent or unsure about AI\u2019s impact.\u00a0<\/li>\n<\/ul>\n<p>\u201cAt NRF, the IAB released a report underscoring the value of in-store media,\u201d said\u00a0Artem Lavrinovich, Chief Data and Product Offer at Cooler Screens, in a release. \u201cThis report emphasizes that AI enables a more comprehensive understanding of in-store shopping, paralleling the insights we\u2019ve long had online. AI\u2019s capability to deepen our insight into consumer behavior is a significant leap forward for retail media.\u201d<\/p>\n<p><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/2024-predictions-retail-media-networks\/\" target=\"_blank\"><strong><em>Dig deeper: 2024 Predictions for Retail media networks<\/em><\/strong><\/a><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/ai-in-retail-media-majority-of-marketers-are-optimistic\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketers are ready to embrace AI in the retail media space. A majority (53%) of marketers believe AI will \u201csignificantly enhance\u201d the way shoppers are targeted and served relevant ads, according to a survey of 200 CPG advertisers commissioned by in-store media technology company Cooler Screens. Another 37% of marketers said AI\u2019s impact on the [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6731,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>AI in retail media? 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