Cut the Hype: A Reality Check on Commerce Media with Kiessé Lamour

Everyone’s talking about retail media, AI, and the future of commerce.

But what happens when you strip away the hype and actually look at how brands, consumers, and the industry behave in reality?

In this episode of Commerce Media Matters, hosts Nick Morgan and Paul Blackburn sit down with Kiessé Lamour for a refreshingly honest conversation on where commerce media is actually heading and what still needs to catch up.

From why retail media isn’t as “mature” as people think, to the real role of AI in creativity, Kiessé brings a grounded, no-BS perspective on how brands should navigate an increasingly complex ecosystem.

What you’ll learn from this episode:

Why retail media isn’t as mature as it seems
Despite rapid growth and investment, retail media is still heavily reliant on search, with gaps in measurement, education, and true full-funnel capability — meaning the industry still has a long way to go.

How brands are moving away from “shiny object syndrome”
With more networks and platforms launching every day, brands are becoming more selective — consolidating spend with strategic partners that align to business goals and deliver real outcomes.

Why commerce is becoming embedded across all media
The lines between content, media, and commerce are collapsing, with every touchpoint becoming a potential point of transaction, driven by consumer demand for seamless experiences.

The role of creativity in a transactional world
Even as commerce becomes more performance-driven, creativity remains the biggest differentiator, driving up to 60–70% of campaign effectiveness and turning shoppers into long-term brand advocates.

Why AI should be seen as a co-creator, not a replacement
AI can enhance and accelerate creative processes, but it can’t replace human intuition, cultural nuance, or strategy, making it a powerful tool, not a shortcut.

The reality of AI adoption and its impact on search
While AI is dominating industry conversations, adoption is still relatively early, with only a portion of consumers using it regularly, meaning search isn’t disappearing, but evolving.

What consolidation actually means for the industry
Consolidation isn’t about control — it’s about simplification. Brands and agencies are streamlining tech stacks, processes, and partnerships to better navigate an increasingly complex ecosystem.

Why consumer experience should guide everything
Ultimately, innovation in commerce media isn’t about the industry — it’s about the consumer. Reducing friction, enhancing experience, and meeting people where they are remains the core focus.

About the hosts:

• Nick Morgan: Nick is an entrepreneur with over 20 years of experience in digital marketing and eCommerce. He founded Vudoo in 2018, a platform that enables in-stream content commerce across articles, videos, and images. Nick's work transforms every ad impression into a potential shop front, offering a seamless eCommerce experience.

• Paul Blackburn: Paul is a digital media innovator with over 20 years of experience. At News Corp Australia, he launched the "Intent Connect" data platform and led innovation in shoppable video and the "Total Commerce" framework. Now as Chief Growth Officer at Vudoo, he helps brands, publishers, and agencies unlock new ways to monetise content through immersive, commerce-enabled experiences.
  
  

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