AI Is Stealing the Browse: How Retail Media Wins the Data War in the Age of ChatGPT

A year ago, just 7% of website referrals to U.S. retailer sites came from ChatGPT. By October 2025, that number had more than doubled to 16%. And it’s not just ecommerce: nearly one in five shoppers used LLMs like ChatGPT, Gemini, or Perplexity while shopping in-store over Thanksgiving weekend last year. That’s not a trend. That’s a shift.In this episode, an expansion on a recent piece I wrote for The Drum, I share a personal story about how AI completely reshaped my own purchase journey (yes, it involves a Shark hair tool and zero browsing on a retailer site!). Then I break down what this “cosmic reset” means for retail media networks. If AI is claiming the early shopping journey, how do commerce media players compete? I walk through four strategic moves retailers must make now to protect their data advantage, strengthen their media moat, and win in an AI-shaped shopping world.This episode is sponsored by Mirakl AdsTimeline[00:00] – ChatGPT referrals to retailer sites double in a year, and 18% of shoppers use LLMs in-store.[01:22] – My “hair rut” story: How AI replaced my browsing and narrowed my purchase to one SKU.[02:51] – The real problem: Fewer signals, fewer surfaces, and less sponsored product exposure.[04:23] – Strategy #1: Fueling the inspiration stage with offsite commerce media.[07:15] – Strategy #2: Data collaboration and clean room partnerships across commerce networks.[08:45] – Strategy #3 & #4: Product truth as a media lever, and why in-store is the most defensible arena.Links & ResourcesCheck out my full article on The Drum: Kiri Masters: Retailers, here’s how your media network can still thrive in an AI-shopping eraRead my related articles:Why OpenAI's Ad Network Should Concern RMNsRetail Media's Measurement Problem: It's Not Just the RetailersWhile We Debate What's 'Really' Agentic, Retail Media's Foundation Is Already Shifting'The Biggest Change in My Lifetime' — Marketecture CSO on AI Shopping7 Ways to Break the Retail Media Doom LoopJoin me and Jordan Witmer from Salt XC at 10am ET Thursday Feb 19, 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, February 25 is the next In-Person Atlanta Happy Hour! RSVP here.Subscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn