Brands Need to Stop Managing Each Channel as a Standalone

As discovery starts to converge with answer engines, the old challenge of creating a unified shopping experience between channels will intensify. With AI and machine learning, “the customer may simply explain what they are looking for, and let the system narrow it down,” explains Andros Tiong, Regional Director, DTC - Retail & Omni Channel SEA at ASICS Corporation.

New survey finds retailers scaling video, UGC and AI as mobile shopping, social commerce and personalisation compete for attention.

As loyalty moves beyond points and discounts, Loyalty & Reward Co’s Srikrishna Mohan and Philip Shelper explain why relevance, behaviour and measurable value will define the next generation of loyalty programs.

Clicks and conversions may be easy to measure, but they do not always explain whether advertising created additional value or simply captured demand that already existed. According to Michael Shang, SVP of Technologies at StackAdapt, when outcome data enters the active media workflow, planning becomes more iterative.

As AI becomes a new customer-service touchpoint, brands must use automation to remove friction while keeping human support accessible when customers need it most.

The 2026 World Cup produced a record surge in sports betting acquisition spending — and, according to TrafficGuard's data, a significant share of it may never have reached a genuinely new customer.

As buyers delay contacting vendors until deep into their decision-making, the real constraint on personalisation isn't technology — it's trust.

Brand preference doesn’t disappear, but it splits into two audiences. The consumer still forms the preference. They decide which brands they trust enough to let an agent act for them, and that decision stays emotional and human, says Brian Kealey, Managing Director, APAC, Klaviyo.

As AI agents like Alexa for Shopping and Walmart's Sparky curate shortlists rather than search pages, brands need answer-engine optimisation to be seen.

Campaigns that accelerated online sales, engagement, or omnichannel conversions.