Artificial intelligence is transforming every corner of retail – and retail media is no exception. In the latest episode of Retail Media Unwrapped, Colin Lewis speaks with Anne-Claire Baschet, chief data and AI officer at Mirakl, about how AI and agentic commerce are reshaping the way retailers engage with shoppers.
This conversation is so important. Retail media is one of the fastest-growing revenue streams for online retailers – but as AI changes how consumers find and buy products, the rules of engagement are shifting dramatically. Those who don’t adapt – and quickly – risk losing out to more agile competitors.
The question, of course, is what changes retailers can expect. Anne-Claire and Colin dive into this, looking at the move from keyword search to intent-led discovery, and discussing how AI is likely to turn the existing notion of personalisation into – well, something else altogether.
The conversation also explores the impact on retail media revenue models. As discovery moves to conversational AI and autonomous shopping agents, sponsored placements will need to adapt. Retailers could soon be bidding for visibility within AI-driven recommendation flows, much like they do today on Google Shopping – but with far more emphasis on intent and context.
It’s already clear that the march of AI is unstoppable. The future looks different, and retail media will look different, too. Retailers need to understand how shopper behaviour is changing, invest in richer product content, and prepare for a future where agentic commerce could account for trillions in global transactions by 2030.
Anne-Claire’s advice is clear: retailers need to start exploring now. And this podcast is an excellent place to start.
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