Retail media is entering a more complex phase as brands face growing pressure to prove ROI, connect digital and physical shopper journeys, and determine where AI can deliver meaningful impact. This panel of industry experts will unpack how retail media strategies are evolving, why many organizations continue to prioritize core on-site tactics, and where challenges around incrementality measurement and in-store attribution remain unresolved. We'll also explore the widening gap between AI ambition and operational reality, the future role of in-store retail media, and candid industry perspectives on how AI agents and automation are actually being used today.

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