At Shoptalk last week, I noticed something that really stuck with me; and it wasn’t happening on the main stage. The sessions that had an overflow of attendees sitting on the floor weren’t the big, flashy keynotes… they were the practical, roll-up-your-sleeves workshops. That tells you everything you need to know about where retail leaders are at right now.

Today I’m breaking down what I heard in the “corridor track”. The real conversations happening between sessions. Why AI-powered discovery is becoming the new battleground, how brands are rethinking where their next dollar goes, and why change management — not technology — is the biggest thing slowing teams down. If you’re trying to figure out what actually matters heading into the next phase of retail media, this one’s for you.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why the most in-demand sessions at Shoptalk weren’t on the main stage

[01:18] – Discovery becomes the new battleground in an AI-compressed digital shelf

[02:45] – The rise of multi-layered product detail pages built for humans, SEO, and AI

[04:00] – Why the “next best dollar” is now a full business decision, not just marketing

[05:00] – Rethinking measurement: patience, strategy, and long-term growth

[06:16] – The real bottleneck: how internal processes are slowing AI adoption

[08:00] – The overlooked surge of social commerce and embedded shopping experiences

Links & Resources

• Watch Rick Watson's live recording of the ShopTalk floor: Shoptalk 2026: What Nobody Said Out Loud About Agentic Commerce
• Read my related articles:
  • The Corridor Track At Shoptalk
  • Retail Media's Next Challenge: Proving Real Results
  • Are AI Ads the Next Big Ad Surface? How Retail Media Can Thrive
• 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 daily newsletter
• Follow Kiri Masters on LinkedIn