Retail media adapts to new AI shopping habits

Retail media is undergoing a major shift as AI changes how people shop. Consumers are increasingly using AI tools to research products, compare options and, in some cases, complete purchases on their behalf. This moves product discovery away from traditional search engines and retailer websites towards conversational, AI-led environments. At the same time, retail media is evolving into a broader, full-funnel channel. AI-driven “agentic commerce” marks a shift where AI doesn’t just assist shopping but actively acts on behalf of the consumer. This could reduce direct interactions between shoppers and retailer platforms, forcing a rethink of how brands reach consumers.

What this means for us:   

This signals a fundamental shift in the retail environment. Advertising within AI platforms is already emerging, with OpenAI testing ads in the US, with early participation from major global brands, and a broader rollout is expected. Ireland is likely to follow within the next 12–24 months. For brands, visibility is no longer just about winning placements within retailer ecosystems. Instead, influence shifts upstream to the moment AI systems decide which products to recommend. That decision is shaped by signals like product data, pricing, availability, reviews and overall brand authority. Rather than waiting, brands should begin investing in LLM visibility and Generative Engine Optimisation (GEO) now to ensure they are discoverable, trusted and recommended. Early movers will gain a significant advantage.