Story perspectives

AI's Evolving Role: Transforming Shopper Journeys and Marketing

10/15/2025

Summary

Story summary

At an ADWEEK panel, J. Walker Smith (Kantar) said AI could reshape the shopper journey beyond efficiency.
Tommaso Visentini noted that AI has improved productivity but has not yet delivered significant breakthroughs.
Denys Kapush highlighted AI's potential to streamline data processes, freeing time for more strategic work.
Nicole Jones stressed integrating creative and media, aligning with the view that marketers must leverage AI to enhance consumer value and insights.

History

Historical Context

The marketing landscape began transforming in 2010 with the rise of advanced analytics and AI technologies, enabling companies like IBM to achieve a 30% increase in marketing efficiency. This shift reflects a broader trend where AI enhances consumer insights and personalization, as noted by experts like J. Walker Smith, indicating that future marketing strategies will increasingly depend on technology to optimize the shopper journey.

1 of 2

Story summary

At an ADWEEK panel, J. Walker Smith (Kantar) said AI could reshape the shopper journey beyond efficiency.
Tommaso Visentini noted that AI has improved productivity but has not yet delivered significant breakthroughs.
Denys Kapush highlighted AI's potential to streamline data processes, freeing time for more strategic work.
Nicole Jones stressed integrating creative and media, aligning with the view that marketers must leverage AI to enhance consumer value and insights.

1 / 2