Survey Explores AI’s Impact on Retail Media

In-store digital merchandising platform Cooler Screens has released survey results exploring CPG advertisers’ attitude toward artificial intelligence and retail media. 

Cooler Screens commissioned a survey asking nearly 200 CPG advertisers about their perception of AI, how it might impact their retail media investments, and the role it will play in retail media networks (RMNs), both online and in-store. 

Some key findings from the study, which was conducted between January 1-5, include:

AI's Impact on RMNs

When asked how AI might impact the value of RMNs for CPG advertising, the majority of respondents said it will be “significant.” 

• 53% of respondents believe AI will significantly enhance targeting and ad relevance. 
• 37% feel AI's impact will be “moderate” and improve some aspects but it won’t be transformative. 
• 9% think traditional methods will remain dominant or AI adoption will be slow. 
• 1% are unsure about AI's role at this stage. 

“Artificial intelligence will have a major impact on retail media networks,” Artem Lavrinovich, chief data and product offer at Cooler Screens, said in a media release shared with the Path to Purchase Institute. “As cookies fade away, AI's role in targeting and measurement becomes more vital. With an increasingly identity-less online environment and persistent challenges in in-store personalization and ROI measurement, AI stands as a crucial solution for these issues.” 

AI's Role in Analyzing In-Store Shopping Behavior 

In total, 89% of respondents said that AI will play a role in analyzing and leveraging in-store shopping behavior. 

• 45% said AI will assist, but human analysis will remain primary. 
• 44% believe AI will be essential for real-time data analysis and shopper insights. 
• 10% consider in-store data too complex for current AI capabilities. 
• 1% have no opinion on AI's effectiveness in this context. 

“At NRF, the [Interactive Advertising Bureau (IAB)] released a report underscoring the value of in-store media,” Lavrinovich added. “This report emphasizes that AI enables a more comprehensive understanding of in-store shopping, paralleling the insights we've long had online. AI's capability to deepen our insight into consumer behavior is a significant leap forward for retail media.” 

Integrating Online and Offline Data 

Most respondents believe AI will be key in bringing together the retail industry’s fragmented online and offline datasets.

• 54% view AI as crucial for seamless integration of online and offline data. 
• 29% find AI helpful but not essential, as other tools can also manage data integration. 
• 15% have privacy concerns about AI integration. 
• 2% are indifferent or unsure about AI's impact. 

Efficiency and ROI  

When asked if AI could increase the efficiency and ROI of retail media campaigns, 84% anticipated a positive effect. 

• 45% anticipate AI will significantly boost efficiency and ROI. 
• 39% expect a moderate improvement in efficiency, with uncertain ROI gains. 
• 13% believe there will be minimal effect on efficiency and ROI gains are overstated. 
• 2% are uncertain about AI's impact. 

Other Takeaways

Respondents were split on whether or not AI would usher in “disruptive innovation” or be part of a more “gradual evolution.”

• 42% believe disruptive innovation in AI will lead to innovative strategies. 
• 41% see AI as part of gradual, not radical, changes. 
• 14% feel AI's role is minor compared to other technological advances. 

“Our survey results indicate a split view on AI's role – while some see it as a driver of disruptive innovation, others view it as part of a more gradual evolution in retail media," Lavrinovich noted. "Either way, this reflects the dynamic and profound nature of AI's influence as it will shape future retail media strategies in a number of ways." 

When asked how AI might affect the customization and personalization of retail media for shoppers, more than half said it would deliver “highly personalized” experiences. 

• 52% predict AI will enable highly personalized shopper experiences. 
• 34% foresee some improvement in personalization, but challenges remain. 
• 11% think personalization through AI is overrated with limited use.