I recently noticed something strange while selling items on Facebook Marketplace: automated buyers sending automated messages, met by my own automated seller responses. It got me thinking about a much bigger trend happening in retail media right now.

In this episode, I unpack the rapid rise of objective-based, AI-driven retail media buying and share the results of a LinkedIn poll I ran to find out what advertisers really think about handing campaign decisions over to algorithms. While automation promises efficiency, many marketers are raising important questions about transparency, control, incrementality, and long-term brand building. Are we removing friction from advertising, or removing humans from the process altogether?

This episode is sponsored by Mirakl Ads

Timeline

[00:00] The Facebook Marketplace experience that sparked a bigger question about automation

[01:07] How objective-based, AI-driven retail media buying mirrors the "bots talking to bots" phenomenon

[01:45] Results from my LinkedIn poll: what advertisers really think about AI-powered media buying

[04:00] Why automation may struggle to drive true incrementality, according to commerce media leaders

[04:40] Retailer bias, "ROAS jail," and the measurement challenges facing AI-driven ad platforms

[05:15] The risk of optimizing for short-term performance at the expense of brand equity

[06:00] The question I'm still wrestling with: are we removing friction, or removing ourselves?

Links & Resources

• The Agentic AI Revolution is here. The competitive edge belongs to those who move faster than disruption itself. Join Mirakl Ads and myself in New York City on June 10, 2026 for strategies, insights, and connections built for the era of agentic commerce. Save your spot.
• My AI-driven retail media buying LinkedIn poll
• Follow Corey Buller, Senior Director of Commerce Media at dentsu, on LinkedIn
• Follow Evan Walsh, who heads partnerships at measurement firm Incremental, on LinkedIn
• Follow James Tenser, longtime retail tech analyst & journalist, on LinkedIn
• Read my related articles:
  • AI Agents & The Evolving Path to Purchase: How Brands Must Adapt
  • No Eyes on the Ad
  • Does 'Dark Search' Help or Harm Retail Media?
• In Atlanta? Join the Commerce Media Happy Hour on Wednesday June 17! RSVP here
• I'm sharing comedy skits about retail media on Instagram! Follow along: @retailmediabreakfastclub
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri Masters on LinkedIn