Dr. Ram Singh, Chief Analytics Officer was joined by Briana Cifelli, Senior Director, Retail Media Jellyfish, Lauren Schiavone, Founder and Lead Consultant at Wonder Consulting and Josh Dreller, Senior Director at SKAI to discuss how GenAI is transforming commerce media today and whether AI is helping us make better decisions—or just faster ones. Hear what he had to say about the event and the future of GenAI below!
Last week, I had the privilege of speaking at the Skai ShopAble event in New York City. Walking into a packed room, I was energized by the palpable excitement for the future of commerce and the role that technology—especially GenAI—is playing in reshaping our industry. It was an honor to share my perspective as Chief Data Officer and to connect with so many forward-thinking leaders.
Commerce Is No Longer Episodic—It’s Everywhere
One of the central themes of my session was the seismic shift in how we think about commerce. Gone are the days when shopping was a linear, episodic journey: see an ad, visit a store, make a purchase. Today, commerce is pervasive, dynamic, and ambient. Shopping opportunities are woven seamlessly into our daily digital experiences—across social feeds, streaming platforms, and even voice assistants.
GenAI: Collapsing the Path to Purchase
GenAI is at the heart of this transformation. It’s not just a buzzword; it’s a catalyst that’s collapsing the traditional path to purchase. Consumers now expect their shopping experiences to be more relevant, convenient, and informative—and GenAI is delivering on that promise. From hyper-personalized recommendations to conversational commerce, AI is making discovery and selection frictionless.
What excites me most is how GenAI bridges the gap between information and transaction. It anticipates needs, answers questions in real time, and empowers consumers to make confident decisions—all without ever leaving the digital environment they’re already in.
Rethinking Measurement: Beyond Touchpoints
This new reality is also forcing us to rethink how we measure success. Traditional metrics that isolate individual touchpoints are no longer sufficient. Instead, we need to embrace a holistic evaluation of interactions—understanding the full tapestry of consumer engagement across channels and moments. Only then can we truly appreciate the impact of pervasive, AI-driven commerce.
Looking Ahead
The energy at ShopAble made it clear: we’re just scratching the surface of what’s possible. As we continue to innovate, our challenge—and opportunity—is to create digital experiences that are not just transactional, but truly transformative for consumers.
Thank you to everyone who attended my session and to the Skai team for hosting such an inspiring event. The future of commerce is here, and it’s more connected, intelligent, and human than ever.
Let’s keep the conversation going!