In this episode, Kiri Masters explores how "vibe marketing" - a concept originating in tech circles - can be applied to retail media strategies. She breaks down how this AI-powered approach enables marketers to rapidly iterate emotional angles at scale while maintaining authentic brand connections, despite the structured nature of retail media environments. Kiri offers four practical applications for retail media professionals: scaling content across multiple channels, personalizing at scale using retailer first-party data, quickly capitalizing on emerging shopper trends, and automating tedious workflows to optimize campaigns. While acknowledging that not every retail media placement needs this approach, she suggests vibe marketing provides a fresh framework for leveraging AI capabilities in the retail media landscape.

Kiri's post on Vibe Marketing: https://www.retailmediabreakfastclub.com/p/4419d48d-34a0-4c45-ae7f-23820211605d/

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CHAPTERS:

(00:00) About Today's Topic

(01:10) About the Show

(01:30) Introduction to Vibe Marketing

(01:59) AI's Role in Vibe Marketing

(03:40) Vibe Marketing in Retail Media

(05:13) Practical Use Cases of Vibe Marketing

(07:52) Internal Advocacy and Education

(09:32) Balancing Vibe Marketing with Reality

(10:08) Conclusion and Final Thoughts