Kiri Masters

In this fast-paced keynote, Kiri Masters challenges brands to rethink what disruption really looks like. AI isn’t just another tech trend — it’s beginning to reshape where discovery happens, how intent forms, and who influences the buying decision long before a shopper reaches a retailer’s site.

Drawing on lessons from retail’s past transformations — from self-service grocery to the rise of Amazon — she introduces a practical framework for separating genuine behavioral shifts from overhyped noise. Because when consumer habits change, media models, margins, and brand leverage change with them.

This session is not about robots replacing retailers. It’s about understanding what happens when shoppers increasingly rely on AI to compare, narrow, and decide — and what that means for brands navigating retail media, search, and growth strategy.

Attendees will leave with:

• A clear lens for evaluating whether AI-enabled shopping behavior is a passing phase or a true inflection point

• Real-world examples of how brands can respond while others hesitate

• Strategic insight into how retail media and commerce economics may evolve — and where brands should focus

• Greater confidence to lead internal conversations and position their organizations ahead of change

The brands that win aren’t the ones who predict the future perfectly. They’re the ones who recognize behavior shifts early — and move forward with curiosity.