What CPG Brands Actually Control with Agentic Commerce Optimization (ACO)
A lot of brands are focused on Generative Engine Optimization (GEO) right now — making sure their products surface when consumers ask ChatGPT, Perplexity, or Claude for recommendations. That’s a great first step. But as I explain in this episode, the next frontier isn’t just about being found — it’s about being bought.We’re entering an era where AI agents won’t just recommend products, they’ll actually complete transactions on behalf of consumers. And that’s where Agent Commerce Optimization (ACO) comes in. I walk through how ACO differs from GEO, what consumer brands need to know to prepare for agent-driven commerce, and what’s in your control (versus what’s in your retail partner’s hands).If you’re a CPG brand selling primarily through retailers, this episode is for you. I’ll break down the nine-step ACO framework from Retailgentic and share actionable advice for how brands can start these crucial conversations with their retail partners today.This episode is sponsored by Mirakl AdsTimeline[00:00] - The rise of generative engine optimization (GEO) and why it’s only half the story[01:34] - Introducing Agent Commerce Optimization (ACO) aka preparing for AI agents that buy on behalf of consumers [02:12] - GEO vs. ACO: discovery versus transaction [03:15] - Why CPG brands need retailers to open their sites to agent crawlability [05:00] - The nine-step ACO framework — what’s in your control and what isn’t [06:00] - Expanded attributes and contextual data: helping AI agents understand how and why products are used [07:30] - Tracking product cards and digital shelf analytics for AI-driven search [09:00] - How to collaborate with retailer partners to ensure your products are agent-ready [09:56] - Where to learn more: Retailgentic ACO framework and other resourcesLinks & ResourcesCheck out Scot Wingo's original Agentic Commerce Optimization (ACO) framework at RetailgenticRead the blog version of this podcast - Why GEO Isn't Enough: What CPG Brands Actually Control in Agentic CommerceSubscribe to RetailgenticRead my article Commerce GPTs Explained—And Why Retail Media Professionals Need to Pay AttentionRead my article AI-Enabled Shopping Hits 74% AdoptionSubscribe to Retail Media Breakfast Club's daily newsletterFollow Scot Wingo on LinkedInFollow Kiri on LinkedIn
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10:21
AI Search to Disrupt Discovery for Retailers — Here's 3 Companies Thinking Outside The Box
In this episode, I dive into one of the biggest questions facing retail media leaders today: how can retailers and brands adapt as AI-driven shopping agents and zero-click discovery start reshaping how consumers buy? With sponsored search revenue under pressure and growth slowing across the industry, it’s time to look at creative alternatives to the traditional onsite, offsite, and in-store ad models.I spotlight three fascinating companies that are doing just that: Rokt, Swish, and Nift. Each of them is monetizing overlooked customer moments in fresh, high-impact ways, from post-purchase offers to AI-driven gifting experiences. These companies are turning everyday customer touchpoints into new opportunities for engagement, brand discovery, and long-term loyalty — proof that innovation still thrives even as the industry shifts beneath our feet.This episode is sponsored by Mirakl AdsTimeline[00:00] – Retail media’s new threat: how AI shopping agents and zero-click search are changing ad revenue dynamics.[02:16] – Why 200+ retail media networks are all fighting for just 16% of ad dollars, and why differentiation is key.[02:45] – Company #1: Rokt – Turning post-purchase moments into premium ad inventory. [05:00] – Company #2: Swish – Treating the product itself as media through full-size sample placements in online grocery orders. [06:45] – Company #3: Nift – “Gifting as acquisition” by using AI to match consumers with brand gifts after key customer actions. [07:54] – Why these innovations could be more “AI-proof” than traditional retail media strategies. [08:45] – My closing thoughts on the importance of thinking beyond ad slots to build meaningful brand-retailer partnerships.Links & ResourcesMy original article, Beyond Banner Ads: How Retailers Are Monetizing the Moments That Actually Matter was published in The Drum on October 21. Read the full piece for deeper analysis on why these approaches work now and what it means for mid-tier networks trying to escape the doom loop.Read the new research from eMarketer and Bain Learn more about RoktLearn more about SwishLearn more about NiftRead my article The Secret Hopes & Dreams of RMN LeadersRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingRead my article 2 Ways Retailers Can Compete In An AI-Enabled Shopping FutureSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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8:58
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8:58
Apply For The Damn Award & Conquer Your FOPO (Fear Of Other People's Opinions)
How many times have you not hit publish, not applied, or not shared your achievements because of fear of what others might think? In this episode, I’m diving into the concept of Tall Poppy Syndrome - a cultural tendency to cut down those who stand out - and how it feeds into FOPO, the fear of other people’s opinions.After being named one of the National Retail Federation’s 2026 Top Retail Voices, I found myself wrestling with the same insecurities so many of us face: “Will people think I’m full of myself if I share this?” This episode is a candid, honest look at why it’s so hard to own our success, and why we need to do it anyway. Whether it’s hitting publish on your next blog post, launching your podcast, or applying for that award, I’m here to remind you: apply for the damn award!This episode is sponsored by Mirakl AdsTimeline[00:00] – Reflecting on imposter syndrome after being named a National Retail Federation 2026 Top Retail Voice.[01:00] – Introducing Tall Poppy Syndrome and how it affects ambitious professionals.[02:15] – Understanding FOPO: the fear of other people’s opinions.[03:05] – Why applying for awards feels uncomfortable—and how to reframe it.[04:30] – My five practical steps for getting past FOPO and putting yourself out there:[06:00] – Access my Notion database of retail media industry awards to help plan your 2026 goals.[06:30] – Closing reflections and what’s coming next on the podcast.Links & ResourcesCheck out the full list of 2026 Retail Voices by NRF honoreesI have compiled a living database of awards relevant to the retail media industry, with dates, rules, and how to apply. You can access it here.The database is open-source: if you work for a company that hosts industry awards which are relevant for people & companies in the retail media & ecommerce space, please feel free to add your award (or update any out-of-date info I have here!)Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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6:37
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6:37
What is a 'CommerceGPT'? ['Snips' from Cocktails & Commerce]
In this 'Snips' episode, I’m adding commentary to clips of one of my favorite ecommerce podcasts: Cocktails & Commerce with Brian Walker and Bill Friend. These two industry veterans bring on some of the sharpest minds in digital commerce, and in this snippet, they’re joined by John Andrews, co-founder and CEO of Cimulate, a generative AI company focused on commerce platforms.If you’ve been seeing the term 'CommerceGPT' floating around and wondering what it actually means (like I was), this is the perfect primer. John breaks down the idea behind CommerceGPTs: what they are, how they might transform the way brands connect with customers, and why they could soon become the “brains” behind future retail experiences. We also hear fascinating insights into the rise of “answer engines” like ChatGPT and Perplexity, how they’ll change product discoverability, and what brands can do right now to stay visible in this new era of AI-driven commerce.This episode is sponsored by Mirakl AdsTimeline[01:00] – John Andrews explains the concept of a CommerceGPT and how it represents a new layer in the commerce technology stack.[02:15] – What it means for a model to truly “understand” customer behavior and use that knowledge to enhance shopping experiences.[03:00] – Imagining a focused AI model that knows everything about a product category or retailer (and uses it to drive smarter engagement).[05:00] – The rise of answer engines like ChatGPT and Perplexity, and what that means for product discoverability.[06:15] – How brands can position themselves to be seen by these AI systems, and why visibility will require new kinds of data accessibility.[08:05] – The future of “agent-to-agent commerce” — where AIs talk directly to each other to fulfill transactions.[09:30] – Brian Walker’s perspective on consumer trust, behavioral change, and how long it may take for AI-powered commerce to go mainstream.[11:15] – My takeaway: perfection isn’t the goal. Brands that experiment now will be best positioned for what’s next.Links & ResourcesListen to John Andrew's full Cocktails & Commerce episodeFor more info about CommerceGPTs check out Brian Walker's essay Surf’s Up! The Next Wave of Commerce is Here - Amplified and Shaped by AISubscribe to the Cocktails & Commerce podcast on SpotifySubscribe to the Cocktails & Commerce newsletter on SubstackRead my article While We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingRead my article Meet The First Retail Media Federations & ConsortiumsFollow John Andrews, CEO and Co-Founder of Cimulate on LinkedInFollow Brian Walker from Cocktails & Commerce on LinkedInFollow Bill Friend from Cocktails & Commerce on LinkedInSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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11:37
Breakdown of How Sam's Club Cracked the Code on In-Store Retail Media
Despite the buzz surrounding in-store retail media, most retailers are still struggling to move beyond the pilot phase. But Sam’s Club? They’ve done it, and done it well. After touring one of their clubs in Murfreesboro, Tennessee, with Harvey Ma, Head of Sam’s Club’s Member Access Platform, I witnessed firsthand how they’ve turned what’s typically a complex, fragmented endeavor into a well-oiled, data-driven ecosystem.In this episode, I break down exactly how Sam’s Club is scaling its in-store retail media efforts, uniting their teams, and rethinking the shopper experience. From tech-powered measurement to their innovative “Retail Experience Network,” Sam’s Club is setting a new benchmark for what in-store retail media can achieve. If you’ve been curious about how physical retail can deliver digital-level insights and measurable sales impact then this episode is for you.This episode is sponsored by Connected Commerce at Acosta GroupTimeline[01:12] – Why most in-store retail media programs get stuck in pilot purgatory.[02:20] – The massive infrastructure and organizational hurdles that make scaling so tough.[02:43] – Sam’s Club’s early investment and the simple principle guiding their approach: advertising exists to sell more things.[03:07] – Introducing the “Retail Experience Network” and how it redefines in-store activations.[04:00] – Behind-the-scenes of Sam’s Club’s IndyCar sponsorship and what made it a success.[05:11] – How everyday tech like floor scrubbers and Scan & Go contribute to measurement and personalization.[07:00] – Rethinking Joint Business Planning (JBP): how Sam’s Club integrates media and merchandising conversations.[08:22] – A reality check on in-store media spend projections and why Sam’s Club’s model stands out.Links & ResourcesRead my full article in The Drum, Sam’s Club shows how in-store retail media should really workRead my article Best Buy Wants To Become An Ad Platform, Not Just Another RMNRead my article The Last Mile of America: Inside Austin Leonard's Plan For Dollar General Media NetworkRead my article Brian Monahan's 'Bloody Obvious' Bets Are Shaking Up Albertsons Media CollectiveSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri on LinkedIn
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