How Marketers Can Keep Pace in the Evolving Retail Landscape
Sean Scott, VP and GM of Consumer Shopping at Google, shares insights at Shoptalk 2025 on how AI is revolutionizing
retail and how marketers can adapt to shifting consumer behaviors. Key takeaways include:
Shoppers Are Always Browsing
Consumers are in a state of “ambient shopping,” moving seamlessly between platforms like YouTube Shorts,
Google Search, and Shopping, with 8 in 10 purchase journeys involving multiple touchpoints.
Consumer Behavior is Unpredictable
Shopping is no longer linear, with interactions happening across digital and physical spaces.
Every interaction is an opportunity for retailers to connect with high-intent shoppers.
AI is Transforming Retail
AI is enabling personalized recommendations, predictive insights, and seamless shopping experiences.
Tools like virtual try-ons, in-stock notifications, and visual search are bridging online and offline retail.
Trust Drives Purchases
Platforms like YouTube are pivotal for product reviews, with creator-driven content being a
key driver for conversions. Credible recommendations shorten the buyer’s journey and build trust.
Marketers Need High-Quality Data
Accurate product data, powered by tools like Merchant Center, enhances AI performance.
Marketers leveraging tools like Performance Max and Demand Gen can capitalize on AI-driven innovations to optimize campaigns.
Future-Proofing Retail Strategies
By refining product data, embracing AI, and meeting shoppers where they are, marketers
can stay competitive and define the next era of retail success.
Retailers who prioritize AI-driven personalization and use tools to streamline the shopper’s
journey will achieve sustained growth and build stronger consumer connections.
Source Google
