AI Is Already Disrupting Retail Media Via 'Dark Search' Traffic

I’ve been ringing the bell about AI disrupting retail media for a while now. The pushback I keep hearing is, “Show me the traffic.” And yes, when you look at last-click data, less than 1% of retailer traffic is coming from ChatGPT. So… what’s the big deal?I recently joined I joined Destaney Wishon on the Better Advertising Podcast to break down why that 1% number is deeply misleading, and why AI’s influence is already reshaping retail media in ways we simply aren’t measuring yet. In today's episode, a snippet from my conversation with Destaney, we unpack the 'dark search' phenomenon, contextual ad experiences inside LLMs, collaborative bidding models between brands and retailers, and why discovery — not checkout — is the real disruption. If you care about retail media data, audience targeting, and where ad dollars go next, this conversation is going to make you think differently!This episode is sponsored by Mirakl AdsTimeline[00:00] – The 1% myth: Why AI traffic looks tiny and why we're looking at the wrong metric[00:30] – “Dark Search” explained: How LLMs influence purchases without sending clicks[01:30] – The optimistic view: What ads inside AI could look like (and why they don’t have to be disruptive) [02:00] – Context is king: Why LLM relevance could outperform traditional retail media [06:15] – Collaborative bidding between brands and retailers inside AI environments [09:23] – The real disruption: AI shifting discovery away from retailer.com — and what that means for retail media dataLinks & ResourcesWatch my full conversation with Destaney Wishon on the Better Advertising podcast: Is Retail Media Ready for AI Ads?Subscribe to Better Advertising on YouTube and Apple PodcastsFollow Destaney Wishon on LinkedInMalte Landwehr, CPO and CMO of Peec AI, explains his 'Dark Search' thesis on LinkedInRead my related articles:AI Is Claiming Browsing Behavior. Commerce Media Must Compete On Its Data Advantage7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 11am ET Friday Feb 27, for our next LinkedIn Live on When RMNs Come Calling for Your Brand Marketing Budget. We'll be answering questions LIVE -- join us!Atlanta-based retail media professionals: Wednesday, Feb 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn