Unpacking the Digital Shelf The Future of Shopping: AI, Retail Media and the Rise of Agentic Commerce with Roger Dunn, Global Retail Media Lead at Diageo
Sep 30, 2025
Roger Dunn, Global Retail Media Lead at Diageo, dives into the future of shopping, exploring trends like smart carts and the impact of AI on consumer behavior. He discusses how retail media varies across regions and emphasizes the need for brands to adapt to local nuances. Roger unveils three frontiers of AI in commerce and highlights the importance of video content in retail strategies. With insights on building internal capabilities and the rise of shopping agents, he offers a roadmap for brands to thrive on the digital shelf.
AI Snips
Chapters
Transcript
Episode notes
Global Retail Media Maturity Varies
- Retail media maturity varies: US and UK are advanced, LATAM and APAC are marketplace-first and fast-growing.
- Alcohol has special distribution rules that change retail media strategies across markets.
Quick Commerce Acts As A Media Channel
- Quick commerce platforms (Uber, DoorDash, Instacart, Rappi) are growing and act like media partners rather than traditional retailers.
- For categories like alcohol, these intermediaries are often the most important digital media channel.
Centralize Retail Media Within Media Teams
- Build specialist retail media capabilities inside marketing and media teams and treat retail media as media.
- Apply retailer data to planning, targeting and measurement across on-site and in-store initiatives.