Agentic AI was all the buzz at this year’s NRF Retail Media Network conference—and no wonder since it’s poised to cause a seismic shakeup in retail media. This week, TWIRM is feeling the vibrations and asking if the “A” word might actually benefit in-store digital media.

TWIRM, as always, is the This Week in Retail Media podcast, and we’re back to our regular weekly podding after three special episodes. This week, Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE, and Jonathan Rosen, STRATACACHE’s Global EVP of Retail Media Strategy, are back discussing three retail media news stories that intrigue them, excite them and even, sometimes, let them find the proverbial “silver lining” in the storm clouds of AI disruption.

Fresh off the floor of the NRF conference, Jonathan and Kate report that they heard no end of chatter about how agentic AI is already disrupting online retail media by enabling purchases within chats. Where others see danger, Jonathan sees opportunity. “Agentic AI may disintermediate advertisers and retailers from their own sites,” he says, but notes that this digital disruption could accelerate ad investment in physical stores—as long as retailers can, in Kate’s words, “get their ducks in a row” by adopting universal in-store measurement standards.

From chatting about shopper-centric AI agents, Kate and Jonathan head to Dick’s Sporting Goods to look at its bid to create rich in-store experiences for customers with its “House of Sport.” Finally, they head to the airport where W.H. Smith is launching a brand new retail media network to inspire travelers to make purchases on the fly.

Click here to listen to Kate and Jonathan unpack the upside of the “A” word for in-store retail media. And to get details about, and register for, an exciting upcoming April 15 event in New York co-hosted by STRATACACHE and the IAB, called “Measuring the Store” (previewed in the episode by Jonathan), click here. Tickets for the next What’s in Store for Retail Media Networks taking place in Düsseldorf on February 23 are available now.