AI & Shoppable CTV Beet.TV [Video]

PALM SPRINGS, Calif. – The lines between awareness and conversion, once well-defined, are blurring in the advertising world – and nowhere is that more apparent than connected TV (CTV).

Grocery chain Albertsons is aiming to merge the upper-funnel awareness generation with the hard-nosed realities of performance and conversion, said Evan Hovorka, VP, product and innovation at the Albertsons Media Collective, in this video interview with Beet.TV.

The Media Collective anticipates 2025 as a pivotal year for CTV’s role within retail media networks. He added that the Media Collective is focusing on three key areas for CTV innovation in 2025: creative content, unique buying patterns, and direct publisher inventory deals.

One of the main developments for Albertsons is the pilot of an AI-powered creative solution. This initiative will use generative AI to bring recipe creation to life, but with a crucial tie-in to real-time product availability and pricing in Albertsons’ stores.

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