By Upp.ai
As AI continues to advance, paid media teams are undergoing a significant transformation. Where once their roles were dominated by hands-on execution—adjusting bids, managing budgets, and handling manual campaign optimisations—AI now enables a shift toward strategic decision-making. However, this transition isn’t always seamless, and many retailers face challenges in adapting to this new way of working.
One of the biggest misconceptions about AI in paid media is that it’s a replacement for human expertise. In reality, AI automates the repetitive and operational aspects of campaign management, freeing teams to focus on higher-value activities. Instead of spending hours fine-tuning bid strategies, media teams can now analyse broader market trends, test innovative campaign structures, and refine how AI-driven platforms interpret their brand’s goals.
For retailers struggling with this shift, the key lies in rethinking their approach to AI—not as a ‘set-and-forget’ solution but as an evolving system that learns and improves over time. Just as a well-trained AI model performs better when it receives high-quality data, paid media teams must focus on continuously refining their inputs. This includes ensuring AI platforms understand business objectives, optimising data flows, and measuring success based on learning speed and adaptability rather than just immediate performance gains.
Retailers who successfully transition their paid media teams to strategic roles will gain a significant competitive edge. By focusing on how to train AI-driven platforms rather than simply activating them, businesses can unlock greater efficiency and precision in their campaigns.
To explore how AI is reshaping consumer discovery and retail performance, download our latest report: From Search to Sale – How AI Drives Consumer Discovery and Retail Spend.
Overcoming Resistance: Winning Hearts and Minds in the Age of AI
Retail has always been an industry driven by evolution. From the rise of eCommerce to the dominance of digital advertising, every major shift has been met with scepticism before becoming the new standard. Today, AI represents the next frontier—yet many retailers remain hesitant to fully embrace its potential.
Resistance to AI adoption often stems from a mindset rooted in legacy processes. Retail teams that have historically relied on manual controls may view AI as a black box—something that removes their decision-making power rather than enhancing it. However, the most successful retailers are those that don’t just implement AI but actively work to optimise and refine its capabilities.
Take Google’s Performance Max as an example. Many retailers initially resisted it, preferring to retain control over campaign structures. Yet over time, businesses have acknowledged its ability to drive superior performance. The real question now isn’t whether to use AI-powered tools—it’s how to maximise them. The next competitive edge comes from fine-tuning these technologies to align with a retailer’s unique data, objectives, and customer journey.
Rather than seeing AI as a replacement for human expertise, retailers should view it as a tool that augments and enhances decision-making. The key to overcoming internal resistance is shifting the conversation from fear of losing control to an opportunity to redefine how teams operate. By fostering a culture of continuous learning and improvement, organisations can ensure AI-driven platforms aren’t just adopted but optimised to deliver better, more personalised results.
For retailers looking to navigate this transition, download our report to understand how AI is shaping retail strategy today. If you’re ready to explore AI’s role in your organisation, speak to an expert.
Published 20/03/25
