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

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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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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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