By Dan Westendorf, SVP-Retail Consultancy, Mars United Commerce
A few topics stood out across almost every conversation and session I attended at Groceryshop: data, AI, and consumer exploration.
For years, we’ve all been asking for more data. Now that we have it, many organizations are realizing the real challenge isn’t access, it’s application. As Chaz Flexman, CEO & Co-Founder of Starday Foods, put it: “What’s measurable is not always meaningful.”
We’re swimming in information, but few know how to distill it into insights that actually drive decisions. Those that can hold a clear competitive edge.
That’s where AI comes in. I heard story after story about companies using AI to unify fragmented data, surface new opportunities, and accelerate innovation. The most successful examples weren’t just about having the right tools, they were about asking the right questions — because ultimately, AI is only as good as your prompts.
Another shift that caught my attention: the rise of “GEO” (“generative engine optimization”), the practice of optimizing search for AI-generated answers alongside traditional SEO. As agentic search grows, brands will need to find new ways of showing up in AI-driven discovery moments — not just on search results pages.
And while retail media networks continue to expand and compete for brand investments beyond the trade spend, segmentation needs to evolve too. Consumers don’t shop the way retailers categorize — our frameworks and strategies shouldn’t either.
Key Takeaways
A few other points stood out over the course of Groceryshop:
- 46% of consumers using GLP-1 medication long-term have switched their primary grocery store to address the resulting changes to their diet, according to Kantar.
- Data centers are being built across communities to store the massive amount of information that is fueling AI models.
- Recommendations from friends and family still carry more weight than answers from AI — but AI is helping consumers validate those choices.
- The use of wearable technology is accelerating, connecting data and behavior in new, meaningful ways.
These all point to a few key shifts:
- Retail media is being redefined. Search may become less dominant as digital commerce evolves into a true brand-building channel.
- Creators are evolving. Anyone can be a creator now — not just influencers with large followings.
- Agentic shopping is coming. AI may soon shop on our behalf, with AI-to-AI interaction shaping new paths to purchase and order fulfillment.
The next era of commerce won’t be about having more data. It’ll be about using it — intelligently, creatively, and meaningfully.
About the Author
Dan Westendorf is Senior Vice President and Commerce Hub Lead in the Retail Consultancy practice at Mars United, which he first joined in 2019 as Senior Director-Customer Solutions. In his current role, he provides strategic oversight of all grocery channel client work and guidance for key retailer partnerships. His 20-plus years of commerce industry experience include more than eight years building insights for Kroger at 84.51 and dunnhumby USA.
