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Cooler Screens survey: AI’s impact on CPG advertisers’ retail media investments

ConsumerGeniuses

ConsumerGeniuses

Cooler Screens, a tech firm, has released a survey exploring CPG advertisers’ views on AI and retail media. Conducted during Cooler Screen’s Innovation Summit, the study aimed to understand AI’s impact on retail media investments. Nearly 200 CPG advertisers were polled between January 1 and 5, 2024. Results show that 53% believe AI will significantly enhance ad targeting and relevance, while 89% see AI analysing in-store shopping behavior. Over half expect AI to deliver highly personalised shopping experiences. Additionally, 54% consider AI crucial for integrating online and offline data, and 84% anticipate AI increasing campaign efficiency and ROI. Opinions are divided on whether AI will bring disruptive innovation or gradual evolution to retail media strategies.

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