Impact of AI, agentic commerce, and retail data on search, CTV, conversational shopping, and new retail media surfaces such as ChatGPT and AI-generated content.

The Impact of AI, Agentic Commerce, and Retail Data on Search, CTV, Conversational Shopping, and New Retail Media Surfaces in 2026

In 2026, the retail landscape is undergoing a profound transformation driven by advancements in artificial intelligence (AI), the rise of agentic commerce, and the strategic integration of retail data across channels. These innovations are reshaping how consumers discover products, how brands activate campaigns, and how retail media surfaces—such as connected TV (CTV), AI-generated content, and conversational shopping—are evolving to deliver more targeted, measurable, and privacy-conscious experiences.

Revolutionizing Discovery and Retail Data Activation

At the core of this evolution is the way AI-powered systems and retail data are enabling a more seamless and personalized discovery process:

• AI-Powered Dark Search and Conversational AI: Traditional search is increasingly supplemented or replaced by "dark search"—where conversational AI platforms like ChatGPT and voice assistants such as Amazon Rufus anticipate shopper needs through dialogue. These AI systems leverage vast retail data, including SKU-level inventories and consumer behaviors, to provide instant, contextually relevant recommendations. As a result, consumers experience a more agentic shopping journey, where their interactions are dialogue-driven rather than keyword-based.

• Agentic Shopping and Seamless Pathways: Platforms like Amazon Rufus exemplify agentic commerce, enabling shoppers to query, receive personalized suggestions, and complete purchases via conversational interfaces. This shift moves shopping from static search to dynamic, dialogue-based experiences that actively anticipate consumer needs, bridging the gap between discovery and purchase both online and in-store.

• In-Store Activation with AI and Sensor Technologies: Physical store assets—digital signage, electronic shelf labels (ESLs), in-store audio—are now context-aware and dynamically adaptable. For example, ESL vendors such as SOLUM support SKU-level real-time updates linked to inventory and sales data, allowing stores to adjust promotions on the fly. Similarly, advanced audio systems analyze shopper behavior to serve location-specific messages, increasing engagement by over 30%. These assets are now measurable, privacy-first media channels that contribute to omnichannel activation.

• Measurement & Privacy-First Data Solutions: As retail data becomes more granular, companies like Bluecore and Dentsu have improved match rates by 20-50%, enabling cross-channel attribution without compromising privacy. Industry initiatives are also tackling the challenge of dark traffic—conversations and searches driven by AI—by standardizing measurement frameworks that integrate digital signals with offline purchase data.

Convergence with CTV, Premium Video, and AI-Driven Ad Products

The lines between retail data and premium video or CTV are rapidly blurring, creating new opportunities for targeted advertising:

• Retail Data as a Foundation for CTV & Video: Retailers are leveraging their rich consumer insights to power contextual targeting in premium video and CTV environments. IRIS.TV emphasizes that contextual targeting enables privacy-first performance on CTV, allowing brands to reach audiences based on content relevance rather than invasive identifiers.

• Data-Driven Video & New Ad Workflows: Retail data is fueling AI-generated images and content, creating dynamic ad surfaces that reflect current inventory, promotions, or consumer preferences. For example, AI-generated visuals can be tailored for specific viewer segments, making ads more engaging and relevant. Platforms like The Trade Desk highlight that programmatic retail media now extends into AI-powered CTV and digital video, driving measurable growth.

• The Next Era of Premium Video Powered by Retail Data: Retailers are integrating offline and online signals to create holistic media ecosystems. As retail media revenues grow—Walmart, for instance, generating $6.4 billion in 2025—the focus shifts toward full-funnel campaigns that unify in-store, online, and video touchpoints. This convergence supports performance-driven advertising, where every touchpoint is measurable and privacy-compliant.

Industry Momentum and Strategic Implications

Major retail players and platforms are investing heavily in these innovations:

• Retail Giants Leading the Charge: Walmart's integration of physical assets with digital data ecosystems exemplifies how measurable, privacy-first campaigns are becoming standard. Target and Kroger are expanding their full-funnel marketing platforms, utilizing data-responsive signage and AI-powered activation.

• Platform Consolidation and Regional Expansion: Collaborations like EcoVista’s signage solutions and The Trade Desk’s programmatic DOOH and CTV accelerate the scaling of retail media ecosystems. Regions such as MENAT are seeing regional partnerships—like Publicis Media and GoWit—deploy advanced, privacy-respecting solutions tailored to local markets.

• Developing Unified Retail Media Operating Systems: To fully capitalize on these innovations, retailers and brands are working toward centralized systems that integrate data, automate campaign operations, and standardize measurement across formats and regions. These systems support audience targeting, cross-channel attribution, and automated campaign management, ensuring scalability and accountability.

Looking Ahead: Building Trust and Unlocking Growth

The ongoing shift toward measurable, privacy-first retail media signifies more than technological progress—it's a strategic move to build consumer trust while unlocking new revenue streams. Every shelf, sign, and sound becomes a touchpoint within a cohesive ecosystem that emphasizes transparency and relevance.

Innovations such as immersive AR experiences, AI-generated imagery, and agentic commerce platforms are deepening engagement and shaping new pathways to purchase. Industry leaders—The Trade Desk, Infillion, LiveRamp—are working to standardize measurement and consolidate data assets, enabling retail media to remain scalable, accountable, and consumer-friendly.

Final Takeaways

• Physical assets are now integral parts of accountable, measurable media ecosystems.
• AI and sensor technologies enable real-time personalization and measurement.
• Retail data is converging with premium video and CTV, creating new targeted advertising opportunities.
• Industry momentum is driven by major retailers, platform consolidations, and regional expansions.
• Prioritizing measurement and privacy is essential for sustainable growth.

In 2026, retail media is more sophisticated, measurable, and privacy-conscious, transforming every store asset into a powerful, accountable marketing tool that supports growth, trust, and consumer engagement at scale. This convergence is shaping a future where discovery, engagement, and purchase are seamlessly integrated across physical and digital channels—all powered by AI and rich retail data.