Episode Details

In Part 4 of the Agentic Commerce Expert Series, we dive into one of the biggest emerging questions in retail media right now: what happens when ads enter AI experiences? With OpenAI and other LLM platforms beginning to experiment with advertising, there’s a lot of speculation (and skepticism) about how this will impact user trust, relevance, and ultimately, performance.

I’m once again joined by Amelia Van Camp from Mirakl, and together we unpack what “agentic advertising” really means, why relevancy is about to go into overdrive, and how both retailers and brands can prepare without guessing where formats will land. We also explore how data, intent-based attributes, and orchestration will shape the winners in this next wave of commerce. If you’re wondering how to stay ahead as AI reshapes the ad landscape, this one’s for you!

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why AI platforms must monetize and what that means for ads in LLMs
[01:13] – How OpenAI is introducing ads without breaking user trust
[02:00] – “Relevancy on steroids” aka the future of AI-powered ad targeting
[03:30] – Why advertisers, not just platforms, own the responsibility for relevance
[05:37] – Practical steps retailers should take now to prepare for agentic commerce
[08:13] – What “orchestration layer” really means in modern retail media tech
[10:00] – Why brands aren’t powerless and how they can influence AI-driven discovery

Links & Resources

• Check out the complete Agentic Commerce Expert Series:
  • Part 1: Discovery Has Moved Upstream. Here's What That Means for Retailers.
  • Part 2: When the PDP Becomes the Homepage
  • Part 3: Ecommerce Signals Are Shrinking. Why Retailers Must Earn New Ones
• Download Mirakl's agentic commerce white paper: Why marketplaces & dropship platforms win in the agentic commerce era
• Follow Amelia Van Camp, Head of Agentic Commerce at Mirakl, on LinkedIn
• Read my related articles:
  • Why OpenAI's Ad Network Should Concern RMNs
  • ‘Dark Search’ Is Making AI-Facilitated Commerce Look Smaller Than It Really Is
  • While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting
• Atlanta-based retail media professionals: Wednesday, April 1 is the next In-Person Atlanta Happy Hour! RSVP here.
• Subscribe to Retail Media Breakfast Club's