Jason Wescott | Retail Media Pioneers

Day 1 | 8th September

11:50 AM Oxford-Style Debate: Brand influence in the AI era of Agentic Commerce will be won by paid media rather than creative

True – The placement of the creative message will be more important than the creative message itself in an era of AI-led journeys and will continue to be the key to driving brand influence in a world of Agentic Commerce expansion.

False – The creative messaging remains the primary driver of influence, having a greater impact on consumer decisions than the media placement, in an era where we trust AI platforms to offer the most informed shopping suggestions, and even buy things on our behalf.