IAB Brazil maps impact of artificial intelligence on retail media

IAB Brasil has just mapped the impact of Artificial Intelligence on retail media in Brazil. Produced by AI and retail media working groups, the publication looks at how Artificial Intelligence is transforming the retail media ecosystem, connecting data, intention and trust to create new forms of interaction between brands and consumers. 

Based on interviews with market leaders, the material provides practical and strategic insight into the use of AI as a central infrastructure for personalization, measurement, creative optimization and data governance.

In addition, the document presents trends and recommendations for implementing the use of AI in retail media by 2030, positioning technology as a driver of growth and innovation in retail. 

“A Artificial Intelligence is redefining Retail Media, transforming it from a mere advertising space into a dynamic decision-making environment. This IAB Brazil study not only maps this evolution, but also invites us to build, collaboratively and ethically, the standards that will ensure that AI brings transparency, interoperability and sustainable value to the entire media and commerce ecosystem in Brazil”, says Denise Porto Hruby, CEO of IAB Brazil.

According to the material, the impact of Artificial Intelligence manifests itself at all ends of the ecosystem.For retailers and retail media networks (RMNs), the challenge is to accelerate investment in interoperable data infrastructure, based on open standards such as ACP (Agentic Commerce Protocol), ensuring clean, unified datasets capable of supporting instant buying journeys within AI agents. 

Brands and advertisers are called to evolve their strategies to GEO (Generative Engine Optimization), replacing the logic of traditional SEO by an optimization focused on responses generated by conversational models. This requires brands to structure their content with semantic branding, so that their values, attributes and messages are understood and reproduced accurately by generative systems & strengthening their presence in interactions between consumers and AI.

For agencies and adtechs, the focus is on the technical and ethical integration of AI. The paper recommends automating repetitive operational tasks, such as bid adjustments and data analysis, to unleash creative and strategic teams. 

The paper“How artificial intelligence is impacting retail media in Brazil” is available for free download on the IAB Brasil website and can be accessed here.