The conventional wisdom says AI advertising is something for the future, but I’m not buying that. Today, I extrapolate on Debbie Ajo Williamson’s insights shared on a recent Retailgentic episode, and break down why AI ads are already here, moving fast, and reshaping how retail media works in real time. Debbie digs into what’s actually happening behind the scenes with ChatGPT’s ad rollout, and why this is far more than a simple experiment.

I also unpack what this means for retailers: from early adoption trends to the emerging tension between platforms and brands, and ultimately where this is all headed. Finally, I delve into the idea that ads may soon stop targeting humans altogether, and start influencing AI agents instead. If you’re in retail media, this is one of those “pay attention now or regret it later” moments.

This episode is sponsored by Mirakl Ads

Timeline

[00:15] - Why ChatGPT’s ad rollout is not a test: it’s the beginning of a major shift

[01:15] - How early ad formats are intentionally simple (and why that matters)
[03:00] - The “18 years vs. 18 months” comparison between Amazon and OpenAI

[05:00] - Retailers jump in early and the rise of the “frenemy” dynamic

[06:30] - The next wave of AI ad formats and evolving user interfaces

[08:00] - The future of ads targeting AI agents instead of humans

Links & Resources

• Listen to the full Retailgentic episode: The AI Ad Gold Rush: Inside ChatGPT’s Ad Test, Retail Media’s Next Battle, and the Rise of “AI Media” with Debra Aho Williamson
• Subscribe to Retailgentic: Apple Podcasts and YouTube
• Subscribe to Debra Aho Williamson's newsletter: The AI Ad Economy
• Follow Debra Aho Williamson, founder @ Sonata Insights, on LinkedIn
• Read my related articles:
  • ChatGPT Ads Are Here. I'm Not Panicking.
  • What Is Your AI Agent Buying? [New Research]
  • Should Your Industry Advertise in AI Media in 2026?
• I'm hosting a LIVE event with In-Store Marketplace and Catalyst Media Consulting on April 22 about In-Store Retail Media: are we measuring the wrong things? We'll discuss New Research on the state of in-store retail media measurement — and why the path forward may actually be simpler than the industry is making it. REGISTER HERE
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn