Welcome to AdGentic!
Welcome to AdGentic, part of the ReFiBuy Media Network.
The premise: personal AI assistants will become a major advertising surface. If that holds, the shopping journey moves off the retailer’s search results page, and the sponsored product ad goes with it. That format, served to a shopper already on a retailer’s site and already searching, is what most of retail media is built on.
AdGentic runs in series, each led by a guest host who is a subject matter expert in this space. Each month brings a video essay that makes an argument and tests it, alongside interviews with industry insiders building and operating in this field. Interviews are cut to the parts worth hearing, every guest brings visuals that show the problem and how they are solving it, and coverage arrives a few days after the news with what it meant. It is about ads, so it can still be fun.
AdGentic is for brand media leaders deciding what is worth testing in AI advertising and how it becomes a recurring line in the media plan, and for publishers and retailers planning the next stage of their media business as AI surfaces start carrying ads.
AdGentic will take on questions like these, and plenty more as the space develops:
What will ads in AI assistants look like?
Which publishers and retailers are building assistants of their own, and what does that do to their ad business?
Are people shopping this way yet?
How are brands executing on and budgeting for these new ad formats?
Independence. Hosts have complete editorial freedom. ReFiBuy sees nothing before you do, and no sponsor, advertiser, or partner shapes what appears here.
Subscribe wherever you prefer: the podcast, YouTube, the Substack newsletter, or the LinkedIn newsletter.
Series hosts:
Kiri Masters is one of AdGentic’s first hosts.
Kiri Masters is a leading voice in the retail media industry, with a particular interest in how the space is evolving with emerging AI-enabled shopping behavior.
As host of the Retail Media Breakfast Club podcast and newsletter, she helps retail and brand leaders navigate industry disruption with pragmatic optimism.
Her insights are informed by a decade in the industry, including founding an award-winning agency, Bobsled Marketing (acquired in 2022).
She writes a weekly column for The Drum, and has been named a Top Retail Expert by RETHINK Retail for four consecutive years.
Kiri is on the advisory board of ReFiBuy. The opinions shared in AdGentic are her own.
