Insights from the Commerce Marketing Committee

Artificial intelligence is reshaping brand discovery, and creator content is redefining retail media performance. Marketers may need to rethink both content structure and creative strategy to stay visible and competitive.

Alex Heath, co-host of Vox Media’s ACCESS podcast and author of the Sources Substack shared insights on how AI is disrupting media and advertising.

During a session at a November 11 meeting of the ANA’s Commerce Marketing and Media Committee, audience members learned how Heinz partners with local food influencers to assist independent restaurants and reinforce its association with quality.

During a session at a June 2025 Commerce Marketing Committee meeting, Dollar General Media Network and Goodway Group discussed preferred media channels and tips for measuring incrementality.

Crafted shared its latest commerce predictions and trends, including the increasing role of user-generated content in retail media and how brands can seamlessly integrate creator content into retailer paid media.

During a February 2025 ANA Digital and Social and Commerce Marketing Committee Meeting, Courtney Davis, senior manager at Pharmavite, discussed ways to enhance brand reach and relevance through cultural connection.

United Airlines' Kinective Media platform and its partnership with Magnite highlighted the development and implementation of commerce media platforms, specifically in the travel sector. The analysis covered technical requirements, strategic considerations, and early performance indicators.

Jimmy Dean leveraged a partnership with Walmart to pitch the right products from its portfolio of sub-brands at the right time to the right consumers to maximize sales.

During a session at a July 2024 meeting of the ANA’s Commerce Marketing Committee, Mondelēz explained how it leveraged mobile phone cameras and a partnership with Target to sell belVita Breakfast Biscuits.

During a session at a May 2024 meeting of the ANA’s Commerce Marketing Committee, consultant and analyst Andrew Lipsman shared eight facts that illuminate what makes retail media so valuable and how to capitalize on it, as well as the challenges that still dog the channel.

Intel’s Ian Freitas joined the ANA’s Commerce Marketing Committee to discuss how his brand approaches modern marketing challenges using retail media networks (RMNs), how it measures those efforts, and how it thinks about resource allocation.

Aki shared the 2023 Aki Receptivity Study results on personalization, consumer response, GenAI, and the power of using these technologies in digital and social to drive brand and demand for marketers.

Cookie brand Chips Ahoy! described some ways in which it has leveraged social commerce to connect with generation Z and modernize its brand.

Olga Yurovski, CEO and founder of Shopperations, discussed the latest on the evolution of shopper marketing and the critical skills marketers need to succeed in the shopper marketing arena.

R3's Jason Velliquette explored the Livestream Commerce landscape, highlighted best-in-class case studies, and discussed best practices that will help shape future livestream commerce strategies.

Liquor manufacturer Diageo promoted its products as a welcome part of a mindful lifestyle.

Intel created an in-store experience to show PC shoppers, and especially gamers, how the hardware specs associated with different computer models translated to actual performance.

Shopperations reviewed shifting conditions in the commerce marketing landscape that are making execution more difficult for marketers and provided some thoughts on how brands can best overcome these challenges, including providing a framework for undergoing a team-wide process of guided decentralization.

Hello Bello shared how it partnered with shopping app Shopkick to help the typically direct-to-consumer brand address the rise of in-store shopping, drive product education and in-store engagement, and influence purchase behavior at Walmart, the brand’s primary retail partner.

In this session, Simple Mills discussed how brands can connect with consumers in ways that drive sales and in-store traffic.