AI in Retail Media Town Hall — IAB Europe RMIS 2026. Hosted by James Taylor, Founder & CEO, Particular Audience at the IAB Europe Retail Media Impact Summit, Amsterdam, 7 October 2026.

Live audience polling: 89 participants, 953 live contributions, 71% engagement rate, 4.7/5 session feedback. Self-selected live audience; results are directional.

Headline finding: AI delegation is closest for reporting, while trust keeps financial decisions at arm's length.

Campaign reporting is the clearest near-term handoff, with most people open to delegating it now or within the next year.

Trust, control and proof are the main barriers; governance, transparency and accuracy are what people say would build confidence in AI.

Bids, budgets and funded offers remain less settled than reporting, with many unsure when they would delegate decisions tied directly to spend or promotions.

What does AI do in your business today? (73 responses): Analyse data or write reports 64; Offline checks I do personally with AI 34; Recommend changes for approval 24; Draft ads or product content 23; Adjust bids or budgets within limits 17; Choose product or ad rankings 12; Select or tailor supplier-funded offers 6; None in live use 4.

Delegation now vs never: Campaign reporting 44% now, 3% never (63 responses); Ad creative 30% now, 16% never (67 responses); Ranking 33% now, 11% never (55 responses); Bids and budgets 13% now, 13% never (62 responses); Funded offers 14% now, 20% never (56 responses).

How do you measure whether media worked? (64): Attribution & ROAS 40; Randomised tests with an unexposed group 22; Not sure / not applicable 17; Econometric or MMM 14; Synthetic control 12; No recurring measurement 1.

European on-site retail media reached €13.3bn in 2025 (+16.7%); retail search 75.1%. Source: IAB Europe, AdEx Benchmark 2025 (Jul 2026). Sell-side, on-site scope; excludes in-store and off-site.

Podcast: Retail Media Roundtable: James Taylor live at the Retail Media Impact Summit (IAB Europe, 13 min).