The traditional shopping funnel as we know it is collapsing. Agentic AI and social are changing how shoppers discover, decide and buy.

In an agent-assisted world, a shopper may never visit a retailer’s website at all. In social, touchpoints no longer follow a fixed sequence. We are entering a world of influence maps, and it raises big questions for the future of retail media. How should brands adjust their retail media campaigns to prepare? And how should RMNs revise their propositions for a world with two shoppers: the human shopping direct and a potential agent deciding on their behalf?

Daniel Gospodinov and Coco Anderson of Boston Consulting Group will present new research drawn from 50 of the world’s top 300 RMNs and 100 leading brands. They will walk through how RMNs and brands are responding to this shift in consumer behaviour, where each sees the biggest opportunities and threats, and how the market is expected to change.

Most critically, you’ll leave with clear actions to future-proof your retail media strategy for the age of agents and social.