Today I'm unpacking a fascinating shift happening right under our noses in retail media — what has been coined “dark search.” I explore how AI-driven discovery is quietly reshaping the way consumers find and buy products. The big question: is this trend actually helping retail media grow, or is it eroding the very signals it depends on?

I dive into two new pieces of research that seem to tell completely different stories: one suggesting AI is expanding the e-commerce pie, and the other arguing we’re flying blind when it comes to measuring its true impact. If you’re in retail, e-commerce, or media, this episode will challenge how you think about attribution, conversion, and the future of shopper behavior.

This episode is sponsored by Mirakl Ads

Timeline

[00:00] – Why I’m cautious about extrapolating from my own shopping habits and how the Hawthorne Effect plays into consumer behavior
[00:45] – The “dark search” moment: how AI influenced my purchase before I ever hit a retailer’s site
[02:01] – Criteo’s report: AI-driven traffic converts 1.5x higher and lands directly on product pages
[03:45] – RefiBuy’s findings: up to 70% of AI-influenced traffic is invisible to analytics tools
[05:00] – The shocking conversion rates of “dark” AI traffic and what that means for retailers
[06:30] – Reconciling two opposing views: AI growth vs. measurement blind spots
[08:00] – Why this shift could be a structural threat to retail media economics

Links & Resources

Dark Search & AI Shopping: The Hidden Threat (and Opportunity) for Retail Media

Retail Media Breakfast Club

Dark Search & AI Shopping: The Hidden Threat (and Opportunity) for Retail Media