Commerce Marketing and Digital & Social Committee Meeting

This event is virtual only and no in-person option is available.

Announcements & Introductions (11:00am-11:15am ET)

Interactive Member Discussion (11:15am-11:30am ET)

Join this member discussion led by eCommerce and omni‑channel media leader Anthony Laneau, who will share his point of view on the most pressing topics in commerce marketing. A former Amazonian, Anthony brings deep expertise in Amazon strategy, retail media, and performance measurement to guide this topical conversation.

Speaker:
Anthony Laneau, Managing Director, Global Commerce, VML

Session 1: Why AI Recommends Some Brands & Ignores Others
(11:30am-12:15pm ET) (Download the Presentation)

When a potential customer asks ChatGPT or Google's AI Overview about your category, does your brand show up? Most don't, and traditional SEO can't fix that alone. Jarred Smith, author of Explainable: Why AI Recommends Some Brands & Ignores Others, breaks down how Answer Engine Optimization (AEO) works, why it requires a fundamentally different approach than traditional search optimization, and what marketing leaders can start doing about it this quarter. The session includes real-world case studies showing how organizations of all sizes, including small teams with no specialized tools or agency support, are outperforming larger, more established competitors in AI-driven search by getting the fundamentals right.

Speaker:
Jarred Smith, Author, Explainable: Why AI Recommends Some Brands & Ignores Others

Session 2: From Scroll to Sales: How Creators Turn Retail Media into Performance Engines 
(12:15pm-1pm ET) (Download the Presentation)

When creator authenticity meets retail media intelligence, performance follows. Join Albertsons Media Collective and Linqia as they unpack how their collaboration with creator Gerald Fermin (@geraldfermin) delivered 2.7 million impressions and engagement rates up to 4.4x higher than norms. This session will explore how creators, retailers, and agencies can work together to transform retail media from transactional to emotional without sacrificing results. You’ll learn how to design creator-powered retail campaigns that drive deeper engagement, deliver measurable sales lift during key retail moments, and motivate shoppers to act.

Speakers:
Liz Roche, Vice President of Media and Measurement, Albertsons Media Collective
Daniel Schotland, Chief Operating Officer, Linqia