{"id":4620,"date":"2025-11-12T19:23:47","date_gmt":"2025-11-12T19:23:47","guid":{"rendered":"https:\/\/www.rithum.com\/?p=4620"},"modified":"2026-03-02T16:44:39","modified_gmt":"2026-03-02T16:44:39","slug":"5-big-moments-from-rithum-live-what-retailers-and-brands-are-doing-differently-in-2026","status":"publish","type":"post","link":"https:\/\/www.rithum.com\/blog\/5-big-moments-from-rithum-live-what-retailers-and-brands-are-doing-differently-in-2026\/","title":{"rendered":"5 big moments from Rithum LIVE: What retailers and brands are doing differently in 2026\u00a0"},"content":{"rendered":"Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>\n

At Rithum LIVE<\/a>\u2014our flagship event that brought brands, retailers, and partners together in New York and London\u2014the pattern was clear: shoppers are changing how they find products, clean data is more important than ever, AI is everywhere (though not being optimized), and retail media is being redefined. As CEO Lou Keyes put it, \u201cThe battleground is shifting from persuasion to precision . . . You can no longer convince consumers to buy with just more ads or louder ads.\u201d  <\/p>\n\n\n\n

Here are five of our favorite big moments from the sessions, focused on how leaders are fixing data quality, proving AI ROI, preparing for agentic shopping, adjusting retail media, and turning dashboards into decisions. If you\u2019re curious about what\u2019s coming for commerce in 2026, start here\u2014then dive into the full talks on Rithum LIVE On-Demand<\/a>.  <\/p>\n\n\n\n

Data readiness: close the confidence\u2013accuracy gap\u00a0<\/h2>\n\n\n\n

Suzin Wold<\/a> Chief Marketing Officer at Rithum, ran a reality check<\/a> in her Rithum LIVE keynote: \u201c80% of you know the data you are using is bad, while 100% feel confident in your performance reports. You have really super high confidence, but you have really, really low accuracy,\u201d Suzin said. Her rule is straightforward: \u201cIt is not about acting faster. It is about reacting smarter.\u201d This takeaway, and the rest of the data analysis from her keynote, was built on The 2026 commerce readiness index,<\/em><\/a> which reports on 200 retail and brand executives’ responses to industry-landscape questions. It points to heavy manual effort and inconsistent data as the root of slow, error-prone reactions. Bad data doesn\u2019t just slow work; it produces the wrong results like mispriced items, wasted ad spend, and higher returns. <\/p>\n\n\n\n

Watch Suzin\u2019s full session<\/a> for more industry trends from the readiness index, which is built on a survey of brands and retailers. \u00a0<\/p>\n\n\n\n

AI and ROI: clean inputs, measurable outcomes\u00a0<\/h2>\n\n\n\n

95% of AI projects fail to deliver ROI<\/a> and only 5% move beyond pilots, Ali Irturk<\/a>, Chief Technology Officer at Rithum, said. \u201cIf you have bad data you\u2019re going to make bad decisions a lot faster.\u201d <\/p>\n\n\n\n

Here\u2019s what it looks like for retailers and brands when the inputs are right. \u201cWe found that 200 SKUs were driving 15.5% of the returns,\u201d said Seb Spiegler,<\/a> Head of AI at Rithum, in discussing one Rithum client use case. Updating titles, materials, and size charts fixed the problem. \u201cReturns went down<\/a>, margins went up,\u201d Seb said. <\/p>\n\n\n\n

Rithum\u2019s Magic Mapper, powered by RithumIQ,<\/a> cut categorization and attribute mapping from days to minutes in 100+ channels and in more than 30 languages, Seb said. Because publishing, inventory, and advertising run on the same source of truth in Rithum, those changes travel quickly to the places that matter. \u201cModels matter, but outcomes matter even more,\u201d Seb said. <\/p>\n\n\n\n

Watch Ali and Seb\u2019s session where they show<\/a> how they spotted the 200 SKUs, which edits they prioritized first, and where the gains surfaced (returns, margin, rank). \u00a0<\/p>\n\n\n\n

Agentic shopping: make claims machine-readable\u00a0<\/h2>\n\n\n\n

Discovery is changing as consumer behavior changes. \u201cIn the past, [discovery] was user initiated. Now it\u2019s going to be AI agent initiated,\u201d Arun Kumar<\/a> Global Head of AI at Accenture Song, said. Agentic AI doesn\u2019t react to slogans or ad spend. \u201cYour brand actually is the moat and agents see it as data and rules.\u201d They verify off the website, too: \u201cIf you are best in something, I want proof that you are best in something. I\u2019m going to go to Reddit. I\u2019m going to read your reviews.\u201d <\/p>\n\n\n\n

Arun suggests that the biggest thing to do now is to encode the facts\u2014materials, price, availability by location, shipping cutoffs, and returns policy\u2014in your website so assistants can confirm them. For the rest of his best practices and examples on getting ready for agentic shopping, watch his session here<\/a>.  <\/p>\n\n\n\n

Retail media: let spend listen to inventory and returns\u00a0<\/h2>\n\n\n\n

Media works harder when<\/a> it runs on commerce truth. \u201cWe decided to move back and double down on our own platform,\u201d Louis Camassa, Director of Product for the Brands Platform at Rithum, said. \u201cWe\u2019re using that data to show where clients could spend and get the best ROI.\u201d <\/p>\n\n\n\n

Shelf control completes the loop. \u201cSee where you rank, your brand\u2019s share of shelf or share of voice, then make strategic decisions from an advertising and organic perspective,\u201d Meghan Barden<\/a>, Director of Global Retail Media at Rithum, said. When retail media and commerce data live in one platform, bids and budgets can adjust to stock, margin, and delivery promise in real time, steering spend toward products that can ship and convert. Keeping media and commerce signals together inside Rithum helps avoid wasting spend on items that are out of stock or likely to bounce back. <\/p>\n\n\n\n

Watch Louis and Meghan\u2019s session<\/a> for examples of routing budgets to in-stock, high-margin SKUs.\u00a0<\/p>\n\n\n\n

Decision intelligence: define the choice, then act\u00a0<\/h2>\n\n\n\n

\u201cCompanies don\u2019t have insight problems. They have decision problems,\u201d Daniel Hulme<\/a>, Chief AI Officer at WPP, said. Pick the wrong formulation and the option set stretches \u201clonger than the age of the universe.\u201d Pick well and a machine solves it in milliseconds. <\/p>\n\n\n\n

The talk reframed AI, saying most companies don\u2019t suffer from a lack of insight\u2014they struggle to turn insight into consistent, high-quality decisions. According to David, our \u201cfast brain\u201d loves intuition. But the real world runs on hard trade-offs where the wrong algorithm can turn a millisecond task into an \u201cage-of-the-universe\u201d problem. He drew a sharp line between automation and AI, where automation just repeats yesterday\u2019s choice. AI, properly defined, is goal-directed and adaptive\u2014it makes a call, learns from the outcome, and updates the next call. <\/p>\n\n\n\n

\u201cLarge language models are really good at knowing things about the world,\u201d says David. \u201cThey are not good at making predictions. They\u2019re definitely not good at making complex predictions.\u201d The business gains show up when you pair them with explainable machine learning and optimization for things like allocations, pricing, routing, and channel mix.  <\/p>\n\n\n\n

The takeaway was refreshingly human: start by naming the decision you need to get right, be explicit about the objective and constraints, and then choose the method. If AI learns over time and can explain why it works, you\u2019re building intelligence\u2014not just another dashboard. For the full talk, watch Daniel Hulme\u2019s keynote here<\/a>. <\/p>\n\n\n\n

Watch these sessions and more on Rithum LIVE On-Demand here<\/a>. <\/p>\n\n\n\n

Quotes have been lightly edited for clarity.<\/em> <\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Reading Time: <\/span> 4<\/span> minutes<\/span><\/span>At Rithum LIVE\u2014our flagship event that brought brands, retailers, and partners together in New York and London\u2014the pattern was clear: shoppers are changing how they find products, clean data is more important than ever, AI is everywhere (though not being optimized), and retail media is being redefined. As CEO Lou Keyes put it, \u201cThe battleground […]<\/p>\n","protected":false},"author":4,"featured_media":4624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"inline_featured_image":false,"footnotes":""},"categories":[616,354,669,614],"tags":[344,346,347,348],"coauthors":[643],"class_list":["post-4620","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-industry-trends","category-retail-media","category-rithum","tag-e-commerce","tag-marketplaces","tag-multichannel","tag-retail-media"],"acf":[],"yoast_head":"\n5 big moments from Rithum LIVE: What retailers and brands are doing differently in 2026\u00a0 | Rithum<\/title>\n<meta name=\"description\" content=\"Rithum LIVE takeaways for 2026: data readiness, AI ROI, agentic shopping, retail media, decision intelligence. 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