As retail media reaches a pivotal moment, it’s fascinating to see how the landscape has evolved since the last Cannes Lions festival. Just two years ago, it felt like every brand was jumping on the advertising bandwagon, fueled by loyalty programs and consumer data. Now, the industry faces a reckoning—how to balance innovation with consumer trust and meaningful engagement. Brands must shift from merely pushing ads to creating genuine connections with their audiences. As a Cloud Machine Learning Engineer, I believe leveraging advanced analytics and AI will be key to unlocking this potential and driving value for both brands and consumers. Exciting times ahead for retail media! #RetailMedia #CannesLions #DigitalMarketing #AI #ConsumerEngagement