What would conversational advertising mean for retail media, and can it succeed?
Generative AI chat tools like ChatGPT, Claude, and Gemini have taken on the role of go-to research and information aids for many - including when making buying decisions. At the same time, many retailers have launched their own in-house chat agents to provide shoppers with on-demand support and product recommendations, such as Sparky, a shopping assistant from Walmart, or Rufus, launched by Amazon in 2024.
