Albertsons Enhances Media Operations Model

Albertsons Cos.' retail media arm has named business and technology company Capgemini its global agency partner for media planning, media operations and content creation. 

Albertsons Media Collective will leverage Capgemini’s intelligent process automation, generative AI and robotic process automation technology to:

• Unlock deep learning insights for media planning and execute real-time creative versioning optimizations.
• Streamline workflows and free up its employees to focus on higher level tasks.
• Automate operations for media planning and activation workflows. 

“The advertising industry is ripe with potential to integrate AI, and we see a massive opportunity to leverage process automation to streamline our workflows, drive enhanced campaign performance and accelerate speed to market,” Kristi Argyilan, senior vice president of retail media for Albertsons Media Collective, said in a media release. “Partnering with a digital transformation pioneer like Capgemini will enable us to empower our employees to focus their time on higher level tasks, while simultaneously providing more flexibility, efficiency and performance for our clients.”

Capgemini says it anticipates  Albertsons Media Collective and its clients will achieve a 20% faster speed to market rate by leveraging its digital technologies. 

“By leveraging digital and AI technology to keep a pulse on ever-evolving shifts in consumer behavior, Albertsons Media Collective can enable brands to pivot their strategies in real-time and adjust to changing consumer preferences,” Ted Levine, managing director of consumer products, retail and services for Capgemini Americas, added.