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Roger Dunn on AI, Agentic Commerce, and the Future of Retail Media
Retail media expert Roger Dunn joins hosts Nathan Guerra and Emmalee Crellin to discuss the evolving landscape of AI and retail. With more than two decades of experience, Dunn is a leader in the field and an IAB Retail Media Council member who authors the AI Commerce Brief on LinkedIn.
Four Futures for AI Shopping: Drawing on a BCG framework, Dunn outlines four scenarios:
Open Bazaar — Consumer AI agents freely discover and buy across retailers. Super App / Data Fortress — Major tech platforms become all-in-one ecosystems for shopping, entertainment, and finance. Creator-Led Revival — Trusted creators and communities drive discovery. Brand Resurgence — Brands regain control through owned platforms and direct data relationships.The "Alphabet Soup" of AI Protocols: Three protocols enabling AI to interact with commerce:
MCP (Model Context Protocol) — Open-sourced by Anthropic, MCP standardises how AI models connect to external tools and data — a "universal USB" for product catalogues, inventory, and more. ACP (Agentic Commerce Protocol) — Associated with Stripe and OpenAI, focused on secure payments and checkout within AI environments. UCP (Universal Commerce Protocol) — Google-developed, connecting merchants to AI agents via infrastructure like Google Merchant Center.Winning the "AI Shelf": Traditional SEO is like Battleship — you pick two or three keywords and hope you hit. Generative Engine Optimisation (GEO) is more like spear fishing. By building structured, machine-readable content — FAQs, specific use cases, detailed product information — brands can meet the 25-to-60-word conversational prompts consumers now use with AI tools. More detail and tighter parameters mean more precise matches, turning discovery from a guessing game into a homing missile.
Quote of the Week:
Dunn's adviceI: “Start with the building blocks. Learn the technical fundamentals, get hands-on and build something yourself, then think strategically about where AI can drive efficiency and innovation.” Without that foundation, the strategic thinking doesn't land — technical literacy and direct experience are the prerequisites, not optional extras.
Mentioned Links & Resources
The AI Commerce Brief — Roger Dunn's newsletter on LinkedIn BCG Framework — The matrix discussing four potential scenarios for the future of AI shopping Roger Dunn on LinkedIn — Follow for his "Friday Memes" and retail media insights Bon App!: 100+ French classics, made easy by Isabelle Dunn (Amazon)Mind the Model: Got questions? Email the show at [email protected]
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Welcome to Episode 013 of Mind the Model: The Modern Marketer's Guide to AI! Your hosts, Emmalee Crellin and Nathan Guerra, sit down with Millie Marconi — a seasoned entrepreneur who spent nine years growing a marketing agency before founding TestFeed, a VC-backed AI platform that's reimagining how businesses access market research.
Millie breaks down the world of "synthetic audiences" — AI-generated panels built from real human data that make consumer insights accessible to businesses that could never afford traditional research. She walks us through how it works, where it gets it right (and wrong), and why she believes over 70% of market research will be synthetic by 2028.
This episode covers:
Democratising Market Research: How TestFeed delivers on-demand synthetic audiences — putting consumer insights within reach for companies of all sizes, not just the big players. Trust & Reliability: How TestFeed uses peer-reviewed "semantic similarity rating" to validate AI panels against real human panels — and course-correct when they diverge. Marketing to AI Agents: Millie's vision for a future where AI agents make purchasing decisions — and why marketers will need to learn how to market directly to machines.📚 Resources & LinksTestFeed: https://testfeed.ai/
Millie on LinkedIn: https://www.linkedin.com/in/millie-maronei-11b22b7a/
Prompt Cowboy: https://www.promptcowboy.com/
🎧 If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow!
💌 Got thoughts or ideas for future episodes? Drop us a message at [email protected].
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Saknas det avsnitt?
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People First, AI Second — with Catherine Rushton
Episode Overview:
Nathan Guerra and Emmalee Crellin are back to dive into the intersection of human intuition and machine learning. In this episode, they sit down with Catherine Rushton (affectionately known as "Crush"), the Chief Strategy Officer and Partner at This is Flow. Crush shares how her agency uses AI to empower their team and why she believes human intuition remains the ultimate competitive advantage.
The TL;DR
The AI Breakup: Both Em and Crush discuss their recent "divorces" from ChatGPT in favour of Claude, citing better tone and writing capabilities — though they note Claude's high token consumption. The "Happy People Project": Rather than a technology-first approach, This is Flow uses a people-first philosophy. They empower junior staff to audit their own workflows and identify "unhappy" manual tasks for AI automation — speeding up the menial so humans can slow down on what matters.About Our Guest
Catherine Rushton is an award-winning strategist with over 15 years of experience driving high-impact communications for global brands like Dove, Chanel, and Volvo. Now a partner at This is Flow, she focuses on building elite, high-performing teams that can outperform algorithms by leveraging human intuition.
📚 Resources & Links from this Episode
Crush's Prompting Tip: "Outsource" your prompting by asking the AI itself to write the best prompt based on your verbalised thoughts. Take your AI for a walk! Speech vs. Typing Efficiency: A Stanford University study found that speech recognition is over 3x faster than typing on mobile keyboards for English users. Level up your dictation game with Wispr Flow: https://wisprflow.ai/ Switching to Claude?: Divorcing ChatGPT and flirting with Claude? Import your context and memory from other LLMs here: https://claude.com/import-memory🎧 Enjoying Mind the Model?
If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends. It really helps us grow and keep these conversations going!
💌 Got thoughts or ideas for future episodes?
We'd love to hear from you!
Drop us a message at [email protected]. Your questions and suggestions help shape the conversations we have on the show.
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Hosts: Nathan Guerra & Emmalee Crellin
Guest: Pip Bingemann, Co-Founder and CEO of Springboards.ai
Hosts Nate and Em welcome Pip Bingemann, CEO of Springboards, a company he co-founded with his wife, Amy Tucker, after a 2022 layoff. Initially built to address agency "pitching problems," Springboards evolved with the addition of co-founder Kieran Brown. The company uses AI as an inspiration tool, baking in variation to "inspire the most interesting idea" rather than giving the "most likely answer."
The Meat & Potatoes:
Springboards: AI as an Inspiration Engine: The core mission is to inject variation into AI, shifting its role from an "answer generator" to a tool that inspires original ideas, countering the homogeneity of models like ChatGPT. The Future of Agency Billing: Pip advocates moving away from head-hour billing to value- or outcome-based models. The current system misaligns incentives in an AI-accelerated world, with pressure for change possibly coming from traditional sectors like law and finance. Creativity as Pattern-Breaking: Pip defines creativity as "breaking patterns." He questions the capacity of pattern-following AI models to genuinely achieve radical, unpredictable creative input, necessitating architectural changes.Quote of the Week
"The idea of billing for time in a world of AI doesn't make any sense.” - Pip Bingemann
Mentioned Links & Resources:
Anthropic’s Super Bowl ads that takes aim at OpenAI - https://www.thedrum.com/news/claude-s-first-super-bowl-campaign-asks-if-ads-belong-in-ai Springboard’s recent ad that mimics/mocks OpenAI - https://www.bandt.com.au/stop-outsourcing-creativity-to-machines-springboards-highlights-the-peril-of-ai-produced-ads-with-parody-spot/ Check out the work of Springboards here - https://springboards.ai/ and their monthly newsletter Sparks - https://www.linkedin.com/newsletters/7393517069868228608/ Mind the Model: Got questions? Email the show at [email protected] Reach out to Pip via his LinkedIn if you’re interested in beta testing their latest version: https://www.linkedin.com/in/pipbingemann/ -
Hosts: Nathan Guerra & Emmalee Crellin
Guest: Kiri Masters (Retail Media Breakfast)
Retail media is booming, but are AI shopping bots about to disrupt the entire ecosystem? We brought in the big guns. Kiri Masters is the host of Retail Media Breakfast Club, a daily podcast and newsletter that provides sharp, actionable insights into the fast-evolving retail media landscape. Informed by a decade in the industry, she built the award winning agency Bobsled Marketing before its acquisition in 2022. She writes regular columns for Forbes, The Drum, and WARC, and has been named a Top Retail Expert by RETHINK Retail for four consecutive years.
She drops in fresh from the NRF Big Show in New York City to break down the future of retail media, "agentic shopping," and exactly how brands need to adapt.
Quote of the Week:
"Look at this agentic pathway as a new surface to reach customers."
Mentioned Links & Resources:
Check out the current state of AI and frontier model intelligence over time here: https://artificialanalysis.ai/trends#frontier-language-model-intelligence-over-time Google’s recent release for UCP (Universal Commerce Protocol): https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/Find Kiri at:
https://www.retailmediabreakfastclub.com/
https://www.linkedin.com/in/kiri-masters/
Mind the Model: Got questions or feedback? Email the show at [email protected]
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Season 2, Episode2
Hosts: Nathan Guerra & Emmalee Crellin
Guest: Martin Bertilsson (Founder of AIMSOO)
Is the AI bubble about to burst? Maybe, but it’s not 1999 all over again. In this episode, Nathan and Emmalee sit down with Martin, ex-Google veteran turned AI founder..
From the "devastation" of traditional creative work to the rise of the "AI Butler" who gatekeeps your customers, Martin lays out a future where Generative Engine Optimization (GEO) eats SEO for breakfast. If you aren't optimizing your data for the machines, you’re basically invisible.
The Meat & Potatoes:
RIP, SEO. Hello, GEO: Forget clicks. It’s about verifying your data so AI models (the new gatekeepers) trust you enough to serve your answer. The "Butler" Effect: Marketing is no longer about convincing a human; it’s about convincing the AI assistant that summarizes the world for them. Ad-pocalypse Now: Think AI is free forever? Think again. Martin predicts 2026-2027 will be the "golden years" for advertising as ads inevitably flood AI interfaces.Quote of the Week:
"You must treat AI the way you treat death" — Martin
Mentioned Links & Resources:
AMSO: Martin’s startup solving the discovery problem for small businesses. Check out AIMSOO.ai Check out Martin’s LinkedIn Newsletter: Feed the Machine: https://www.linkedin.com/newsletters/feed-the-machine-7343126532489388032/ Mind the Model: Got questions? Email the show at [email protected] -
Mind the Model is back, after our Australian Summer break.
This week we’re talking to Adam Goodman. Adam is the Director of AI in Advertising APAC for Microsoft Advertising, where he is responsible for helping launch new and future advertising experiences.
We caught up with Adam right before Christmas and had a wide ranging discussion.
If you’re after his prompting secret sauce it’s: Context, Outcome, Tone
Get in touch with Adam here:
https://www.linkedin.com/in/angoodman/
More info about Microsoft AI:
https://microsoft.ai/
https://copilot.microsoft.com/
https://about.ads.microsoft.com/en
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📚 Resources & Links from this Episode
Book Natalia recommended
The Creative Act: A Way of Being by Rick Rubin
Amazon AU: https://www.amazon.com.au/Creative-Act-Way-Being/dp/1838858660Follow Natalia & the Creative Brain Club
Creative Brain Club on Substack: https://creativebrainclub.substack.com/Connect with Natalia
Email: [email protected] Website: https://www.natalkadesign.com/ LinkedIn: https://www.linkedin.com/in/nataliatalkowska/🎧 Enjoying Mind the Model?If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow and keep these conversations going!
💌 Got thoughts or ideas for future episodes?We’d love to hear from you!
Drop us a message at [email protected] — your questions and suggestions help shape the conversations we have on the show. -
Show NotesSir Martin Sorrell on the future of advertising with AI
Insightful commentary on how artificial intelligence is reshaping creative work, media efficiency, and the structure of modern agencies. Read more: https://www.mediaweek.com.au/sxsw-sydney-five-ways-ai-is-redefining-advertising-according-to-sir-martin-sorrell/IAB Australia
A valuable source of industry standards, research, and learning materials for advertising and digital media professionals.
Explore their work: https://iabaustralia.com.au/
Access the AI resource guide curated by the AI Working Group: https://iabaustralia.com.au/resource/ai-unlocked-a-resources-learning-guide-for-the-ad-industry/🎧 Enjoying the show?
If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow!💬 We’d love to hear from you!
Got thoughts, questions, or ideas for future episodes? Drop us a message at [email protected]. Your suggestions help shape the conversations we have on the show. -
In this special episode, Nate and Em talk all things SXSW Sydney - no guests, just their POV on the event and what they learned about AI.
Special mentions:
Ethan Mollick blog post: An Opinionated Guide to Using AI Right Now: https://www.oneusefulthing.org/p/an-opinionated-guide-to-using-aiEthan Mollick’s Book is called: Co-Intelligence: Living and Working with AI
You can find him on X @ https://x.com/emollick
His substack is great: https://www.oneusefulthing.org/
Note: Open AI have since changed their corporate structure, converting its main business into a for-profit corporation, run by a non-profit. Yeah it seems to make little sense to us (or many other people out there).
https://www.theguardian.com/technology/2025/oct/28/openai-for-profit-restructuring
🎧 Enjoying the show?
If you liked this episode, follow, rate, and share Mind the Model with your fellow AI-curious friends — it really helps us grow!💬 We’d love to hear from you!
Got thoughts, questions, or ideas for future episodes? Drop us a message at [email protected]. Your suggestions help shape the conversations we have on the show. -
This week we're featuring our first live episode recorded live at SXSW Sydney in collaboration with Paul Blackburn, Chief Growth Officer at Vudoo, and one of the co-hosts of Commerce Media Matters.
Be sure to check out…
Their podcast: https://vudoo.com/commerce-media-matters-podcast/ Paul’s LinkedIn: https://www.linkedin.com/in/paulblackburn/ -
Louise Cummins is an award-winning marketing and digital transformation leader. She ranked in Australia’s Top 50 CMOs. She’s the founder of the Australian Centre for AI in Marketing as well as the founder of AI-Ready Consulting, helping organisations adopt AI with intelligence, ethics, and humanity.
She’s held senior leadership roles at World Vision, H&R Block, and Align Technology. She’s also a published author, keynote speaker, and a passionate advocate for resilience and reinvention.
Australian Centre for AI in Marketing: https://www.acam.ai/
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Register for tickets to see Mind the Model live at SXSW at Clear Hayes House on Thursday 16 Oct from 12:30-1:30pm. Get tickets at www.clearhayes.com/clearhayeshouse
Get in touch with us at [email protected] - we’re always interested to hear your thoughts, recommendations for guests or complaints about Nathan’s microphone
OUR GUEST:
https://www.linkedin.com/in/katealexandrarussell/Kate Russell is a dynamic leader with over 18 years of experience across Brand Marketing, Communications, Community, Wholesale and People. She has worked with global and Australian brands including lululemon, Manning Cartell and the Australian Fashion Council, as well as Marketing/ PR agencies such as n2n (now Publicis) and Example, bringing a unique blend of strategic marketing and cultural leadership to the table. With deep roots in brand and community-building, Kate is known for creating inclusive, high-performing teams and communities, grounded in connection and purpose.
Today, she is the founder of Hum[ai]n, a consultancy that helps businesses navigate the people and culture impacts of an AI-driven workforce. Kate partners with organisations to ensure technology enhances, not replaces, human potential, guiding leaders through the mindset and culture shifts essential for successful transformation. A trusted C-suite advisor and speaker at events including Vivid Ideas and Australian Grand Prix with Porsche Australia, Kate is also a long-time mentor with Marketing Women Inc. and passionate advocate for creating cultures that empower people and purpose-led, people-first change.
To find out more visit Kate’s website - https://hum-ai-n.replit.app/ and check out Kate’s AI Readiness Playbook at https://hum-ai-n.replit.app/ai-readiness-playbook
REFERENCES:
Klarna: https://gizmodo.com/klarna-hiring-back-human-help-after-going-all-in-on-ai-2000600767
Bee AI Wareable: https://techcrunch.com/2025/07/22/amazon-acquires-bee-the-ai-wearable-that-records-everything-you-say/
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Welcome to the very first episode of Mind the Model: The Modern Marketer's Guide to AI! Your hosts, Emmalee Crellin and Nathan Guerra, kick off their journey into the AI rabbit hole by sitting down with none other than Kellyn Coetzee, Head of Digital at Zenith Australia and a leading voice in applied AI.
This episode is packed with practical tips, ethical considerations, and a visionary look at the future of marketing with AI.
Get ready to revolutionize your approach to AI as Kellyn shares her expert insights on:
• Navigating the "AI Black Hole": Discover how Kellyn tackles tricky AI challenges, bouncing between tools like Anthropic artifacts and Gemini to build mini-websites and overcome token limits.
• Mastering the Art of Prompting: Learn Kellyn's two-pronged approach to AI prompting, including the powerful RISEN framework (Role, Instruction, Steps, End Goal/Context, Narrowing) for structured outputs, and even her secret "bribery" technique to get the best results!
• Democratizing AI Skills: Hear Kellyn's passion for making AI accessible to everyone, shifting roles towards more strategic, collaborative, and client-facing work.
• AI's Impact on Creativity: Unpack the role of AI in advertising creativity, from scaling AB testing to optimizing variations, and why the human element remains irreplaceable.
REFERENCES:
Character.ai: AI-powered platform that allows users to create and interact with customized digital characters through text and voice. Users can chat with characters based on fictional figures, historical personalities, or even popular culture icons, as well as create their own chatbots
RISEN - the format that Kellyn uses for prompting
More information can be found here: https://clickup.com/general-resources/playbooks/ai-prompts
R - Role: Tell the AI who it should be or what expert persona it should adopt. I - Input: Give the AI the specific information, data, or clear instructions it needs to work with. S - Steps: Outline the exact sequence of actions you want the AI to perform to complete the task. E - End goal: Clearly describe the final result or the specific format you expect for the output. N - Narrowing: Add specific constraints, rules, or limitations to make the AI's response more focused.News that was mentioned in the chat:
https://www.pbs.org/newshour/politics/vance-rails-against-excessive-regulation-at-paris-ai-summit
AI For Everyone - AI Course that Em mentioned:
https://www.coursera.org/learn/ai-for-everyone
And for the record, Claire Polkinghorne is Australia's most capped footballer, with 169 appearances.
