In his article for Total Retail, Jeff Baskin, Chief Revenue Officer at Eagle Eye, explores how AI is reshaping retail media—enhancing personalization, attribution, and efficiency across omnichannel campaigns.
Baskin highlights how fragmented systems—separate platforms for loyalty, POS, and advertising—make attribution complex. AI offers a solution by unifying first-party data and modeling nonlinear paths to purchase across channels.
Using loyalty data as a foundation, AI enables dynamic promotional offers that adapt based on inventory, weather, competition, and customer preference—making retail media hyper‑relevant and actionable.
AI‑driven retail media delivers tangible results: higher advertiser engagement, stronger revenue from brand spend, greater customer lifetime value, and measurable ROI through improved targeting and hyperpersonalization.