AI, Omnichannel & the Next Wave of Marketing Technology (Part 2)

Elevating Engagement: Omnichannel, AI & the Evolving Martech Stack

In Part 1, we examined the surge in RMNs and how they’re reshaping digital ad spend. Now, let’s look at AI-driven tools and omnichannel strategies that are turbocharging the modern marketing stack—and how they’re projected to redefine consumer engagement in the coming years.

Key Trends to Watch:

1. Omnichannel UpgradesRetailers like CVS have revamped mobile apps to offer AI-powered search and frictionless in-store experiences (e.g., phone-based cabinet unlocking). According to a recent Deloitte survey, 60% of top retailers expect full-scale implementation of similar omnichannel integrations by 2025, aiming to converge physical and digital touchpoints into a cohesive shopper journey.

2. First-Party Data Strategies & PrivacyWith third-party cookies on their way out, 68% of brands are accelerating the adoption of Customer Data Platforms (CDPs) and privacy-compliant analytics. These platforms help centralize user profiles, enabling predictive modeling and segmentation for real-time campaign optimization, all while honoring data protection regulations (GDPR, CCPA).

?? Team Consultation Opportunity

Want personalized help with your workflow AI deployment strategy? Book a consultation with FocusKPI and get answers today!

3. AI for Measurement & OptimizationBy 2025, over 80% of large retailers are expected to deploy AI-driven attribution models, according to some industry estimates. Real-time optimization—via predictive analytics and multivariate testing—can potentially boost ROAS (return on ad spend) by 10-30% or more, especially when combined with robust real-time reporting dashboards.

4. Ecosystem Partnerships & Cross-Channel ExpansionAs ad-tech consolidates, API-driven data feeds and frictionless integrations with DSPs, DMPs, and in-store IoT solutions are becoming standard. This interconnected ecosystem is critical for cross-channel consistency: engaging consumers, capturing analytics, and personalizing messages whether they’re browsing a retailer’s site, scrolling social media, or physically shopping in-store.

What This Means for You:

• RMN & Marketing Professionals: A unified approach that blends store-level insights with digital analytics can unlock new revenue streams. Offering end-to-end solutions—from creative to measurement—helps maintain a competitive edge.
• AI Engineers & Data Scientists: The surge in retail media demands stronger MLOps practices, real-time data ingestion, and continuous model retraining to adapt to evolving shopper behaviors.
• Solutions Providers & Tech Vendors: Differentiators include seamless clean-room integrations, privacy compliance, and analytics platforms that reduce friction for retailers and advertisers.

Action Step: Assess your current martech stack for AI readiness. Are your data pipelines scalable enough to handle real-time feedback loops? Do your existing attribution models capture the incremental lifts from RMN campaigns? A robust infrastructure ensures you can capitalize on the growth in retail media while delivering proven results.

Thanks for following our two-part series on retail media and AI. Connect with me to explore how these trends could accelerate your RMN initiatives or enhance your marketing technology roadmap.

Engage with Us: Be Part of the?Future

?? Join the AI/ML in RMN Newsletter: Keep up-to-date with News and Trends for AI/Machine Learning in Business. Join Newsletter

?? Book a Consultation: Need tailored solutions for your business? Schedule a 30-minute consultation with our team. Book Now