At the 2025 Path to Purchase Institute Retail Media Summit, Andrea K. Leigh spoke about three major shifts changing the shopper journey.
- AI, please help. AI-assisted shopping is becoming a new discovery layer and forcing brands and retailers to rethink how shoppers find products.
- Show me the value. Today’s shopper is more discerning, making affordability, differentiation and a clear value proposition increasingly important.
- Make it fun. Content is becoming commerce. Brands are becoming content factories and retailers are becoming media platforms.
