The Trends Reshaping Retail Advertising with Advertising Week’s Ruth Mortimer
Retail Remix · with Ruth Mortimer · September 21, 2026 · 23 min
Summary
Retail advertising is undergoing a rapid transformation driven by AI, creators, and commerce media. This episode explores how to navigate these shifts, focusing on leveraging AI for personalized marketing without losing brand distinctiveness, integrating creators for authentic audience reach, and utilizing commerce media for direct conversion paths. Ecommerce operators will gain insights into adapting their ad spend, understanding evolving consumer behavior, and preparing for the future of retail marketing.
Key takeaways
Leverage AI to move beyond broad customer segments, personalizing marketing messages based on individual shopping intent while maintaining brand distinctiveness.
Integrate creators into your commerce strategies to tap into authentic voices and engaged communities, driving purchase decisions through content.
Invest in commerce media channels within e-commerce platforms and related digital properties to capture valuable intent signals and drive direct conversions.
Adapt advertising and promotional strategies to address increasing consumer value-consciousness, preparing for agentic shopping and automated price tracking.
Prioritize cross-industry collaboration and stay informed on trends like AI, creator economy, and commerce media to strategically allocate advertising budgets and capture attention in fragmented media environments.
AI, creators and commerce media are transforming how retailers reach consumers, but figuring out where to invest is getting more complicated. As discovery shifts beyond traditional search and shoppers become increasingly value-conscious, marketers need to understand not only where consumers are spending their time, but what actually earns their attention.Ruth Mortimer, Global President of Advertising Week, has a front-row seat to the trends shaping the industry. Ahead of Advertising Week New York, she joins host Kate Robertson to explore how creators are becoming a critical part of commerce strategies, where AI can make marketing more personal without making it generic, and how economic pressure is changing the way consumers search for value. She also offers a preview of the conversations and trends that will take center stage at Advertising Week New York this October.Key TakeawaysHow creators and commerce media are converging to help retailers reach targeted audiences and influence purchasing decisionsWhy marketers need to understand where AI can enhance creativity and personalization, and where it risks making brands less distinctiveHow AI is helping retailers move beyond traditional customer segments to understand individual needs and shopping intentWhy agentic shopping and automated price tracking could transform how value-conscious consumers search for deals and promotionsWhat retail marketers can expect from Advertising Week New York as creators, commerce media, AI and cross-industry collaboration take center stageRelated LinksLearn more about Advertising WeekExplore Advertising Week New York 2026View the Advertising Week New York 2026 <a href="https://newyork2026.advertis
What does this episode say about paid acquisition?
Leverage AI to move beyond broad customer segments, personalizing marketing messages based on individual shopping intent while maintaining brand distinctiveness.
What does this episode say about ai & automation?
Integrate creators into your commerce strategies to tap into authentic voices and engaged communities, driving purchase decisions through content.
What does this episode say about retail & omnichannel?
Invest in commerce media channels within e-commerce platforms and related digital properties to capture valuable intent signals and drive direct conversions.
What does this episode say about influencer & creator?
Adapt advertising and promotional strategies to address increasing consumer value-consciousness, preparing for agentic shopping and automated price tracking.
What does this episode say about paid acquisition?
Prioritize cross-industry collaboration and stay informed on trends like AI, creator economy, and commerce media to strategically allocate advertising budgets and capture attention in fragmented media environments.
