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# Retail media execs: contextual, AI-driven intent beats retrospective data
- URL: https://www.medianexis.com/retail-media-execs-contextual-ai-driven-intent-beats-retrospective-data/
- Published: 2026-10-11T01:37:33.000Z
- Updated: 2026-10-11T01:37:33.000Z
- Description: Ad Age is reporting that at Advertising Week New York, executives from Lyft, Albertsons Media Collective and Pinterest described using first-party and contextual data to tailor retail media ads to a shopper’s real-time mindset rather than past purchases.
- Author: The Signals Desk
- Tags: Retail-media, AI, Retail media AI marketing resonance

**Why it matters.** Retailers that shift from retrospective purchase data to real-time AI-expressed intent can offer advertisers a new measurement standard for relevance, pressuring rivals still selling on past-purchase targeting.

*Signal from* [*adage.com*](https://adage.com/?ref=medianexis.com) *·* [*read the original*](https://adage.com/studio-30/advertising-week-new-york/aa-how-retail-media-leverage-ai-make-marketing-resonate-consumers/?ref=medianexis.com)*.*