Agentic Commerce Isn’t the Threat You Think — Why Retailers Are Playing the Long Game

A few months ago, it felt like everyone in retail media was bracing for impact. Agentic commerce, zero-click search, and Gen AI were being treated as existential threats. But lately, I’ve noticed a shift. In this episode, I unpack what I’m hearing behind closed doors and on the ground at Shoptalk. The panic is cooling, and smarter, more strategic conversations are taking its place.I dive into what this transition actually means for retailers right now. Are they behind? Are they ignoring the disruption? Or are they playing a longer, more deliberate game? From Costco’s methodical approach, to Target’s massive AI overhaul, I explore why the real challenge isn’t reacting quickly: it’s building the infrastructure to respond at all. If you want to understand where retail media is truly headed in an AI-driven world, this episode is for you.This episode is sponsored by Mirakl AdsTimeline[00:00] – The 2025 survey that revealed retail media’s biggest fears around Gen AI and zero-click search [00:45] – Why the mood is shifting from panic to practical strategy among retail leaders[01:30] – Costco’s “order of operations” mindset and why patience may be a competitive advantage [03:00] – Why modular tech stacks and data layers are becoming critical for future AI integration [04:45] – Target’s bold move: rewriting 60% of its app to become AI-ready [07:00] – The shift toward focusing on onsite experience instead of chasing external AI trendsLinks & ResourcesEMARKETER/Bain survey from 2025: Retail Media, Unfiltered: What RMNs Told Us About Scaling, Struggling, and SucceedingReplay of my livestream with Mark Williamson (Costco) and Jon Flugstad (MetaRouter): Costco Retail Media & The Commerce Media Tech Stack 2.0Read my related articles:The 3 Ways Agentic Commerce Could Destroy Retail MediaDark Search, Broken Signals, and What Comes Next for Retail MediaThe Secret Hopes & Dreams of RMN LeadersWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already ShiftingSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn