ARF SHOPPER 2025

Retail Media Networks (RMNs) represent an emerging advertising channel that bridges the interaction between consumers and marketers. Initially linked to retail, RMNs are now being adopted across diverse sectors like banking, healthcare, and airlines, as they cater to entities leveraging first-party data relationships. Key considerations include understanding how RMNs integrate with existing marketing strategies, assessing their effectiveness as an advertising channel, and determining methods to measure their impact and allocate marketing budgets effectively.

Join Ipsos at this special Advertising Research Foundation session designed to focus on the changing retail market, consumer behavior, retail media networks, AI, and the latest trends for the shopper landscape. Be sure to listen in as Ipsos experts discuss Beyond Retail Data Points: Humanizing Marketing with AI-Powered Personas.

• The evolving landscape of AI necessitates a human-centered approach to design, drawing insights from psychology to create intuitive and trustworthy user experiences. While synthetic data plays a crucial role in training AI models, particularly when real-world data is limited, its application extends beyond technical domains. Our experts, Manuel Garcia-Garcia and Caroline Hewett, will highlight a project by Purina, in partnership with Ipsos, that exemplifies this by carefully crafting archetypes to develop PersonaBots as both shoppers and consumers. These AI-powered representations of Purina's consumer segments encapsulate attitudes, behaviors, and other relevant data that distinguish them. This enables stakeholders to engage in simulated conversations with diverse profiles, fostering a deeper understanding of their needs and preferences within their overall experiences with a category, ultimately leading to more empathetic and effective marketing and shopper strategies.

To join us, please click here to register.

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