Retailgentic Retail Media’s Future, Agentic Shopping, and the AI Disruption Ahead | Kiri Masters, Retail Media Industry Analyst
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Aug 7, 2025 Kiri Masters, the founder of Bobsled Marketing and Retail Media Breakfast Club, dives into the evolving world of retail media and AI. She shares insights on how loyalty programs can become crucial competitive advantages in an AI-driven landscape. Kiri discusses the concept of agentic shopping and its potential to disrupt major retailers. Plus, she compares Walmart and Amazon's AI strategies and explores how consumer behavior is rapidly changing due to technology. Her breadth of knowledge paints a vivid picture of the future of commerce.
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From Banking To Amazon Agency
- Kiri started an Amazon marketing agency in 2015 after running a small e-commerce side business and working in banking.
- Bobsled Marketing grew through free content and was acquired by Acadia in 2022, after which Kiri later launched Retail Media Breakfast Club.
Selling Felt Good And Hard
- Selling Bobsled was mixed: a great outcome with a good buyer but also emotionally challenging and identity-shifting.
- Kiri described burnout and unexpected personal difficulties after exiting the business despite a smooth acquisition.
Ad Margin Versus Customer Experience
- Retailers face a tension between maximizing GMV and capturing high-margin ad revenue, which can harm customer experience.
- Amazon prioritizes ad margin even when ad load may reduce user experience, because ad margin outpaces lost GMV dollar for dollar.