Retail Media Growth Reflected in Digiday Awards

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Finalists in the Digiday Awards show how brands and publishers are merging AI, retail media, and creativity to deliver measurable impact.

The latest Digiday Awards finalists underline how AI and retail media are reshaping the boundaries of brand creativity. From commerce-driven innovation to AI-powered storytelling, this year’s contenders reveal how marketers are blending technology with content to win consumer attention.

Critical Mass’ campaign for Starburst is one example. By integrating AI to drive dynamic creative, the brand was able to deliver personalized messaging at scale while maintaining measurable performance benchmarks. Similarly, Warner Bros Discovery’s collaboration with Google’s Pixel and Gemini highlighted how entertainment and tech brands are reimagining co-branded campaigns, creating content ecosystems that engage audiences beyond traditional advertising.

These cases reflect a broader industry shift. According to eMarketer, U.S. retail media ad spend is expected to reach $166 billion by 2025, making it the fastest-growing segment in digital advertising. At the same time, AI-enabled creative optimization is gaining traction as marketers demand both efficiency and innovation.

“AI is no longer just a back-end tool—it’s becoming a creative partner,” said Joanna O’Connell, industry analyst at Forrester. “What we are seeing in these campaigns is proof that retail media and AI-driven creativity can co-exist to deliver both scale and resonance.”

For CMOs, the lessons are clear: winning strategies will require not only investment in retail media networks but also a willingness to treat AI as a creative collaborator. The Digiday Awards provide a snapshot of how the most forward-thinking marketers are already putting that into practice.