How Autonomous AI Agents Will Transform Retail Discovery

This Retail Media Breakfast Club podcast episode discusses the emerging third wave of AI in retail: agentic AI. The podcast explains the progression from predictive AI to generative AI and finally to agentic AI, which autonomously completes tasks like managing customer orders and interactions. A key example provided is Saks Fifth Avenue's use of Salesforce's AgentForce platform for personalized birthday outreach and order fulfillment via SMS. The host highlights the implications for retail media, suggesting a shift in ad spending from lower-funnel conversions to top-of-funnel strategies and a need for brands to prioritize standardized product attributes in their content. This shift necessitates adapting digital presence, content strategy, and retail media approaches to account for AI's increasing role in purchasing decisions.