Episode 29: NIQ's Liz Buchanan & Emilie Darolles - The Commerce Revolution

Episode 29: Cannes Confidential with NIQ's Liz Buchanan & Emilie Darolles

The Commerce Revolution: AI, Agentic Shopping & the Future of Global Retail

The future of commerce isn't coming—it's already here.

Recorded live from Cannes Lions as part of our Cannes Confidential series, Cristina and Jacqui sit down with two of the industry's most influential leaders: Liz Buchanan, President of North America at NIQ, and Emilie Darolles, President of Western Europe at NIQ.

Together, they unpack the biggest transformation commerce has seen in decades—and why AI isn't simply changing marketing, it's redefining how consumers discover, decide, and buy.

From the rise of agentic commerce and AI-powered shopping assistants to collapsing purchase funnels, retail media evolution, and the collision of East and West commerce models, Liz and Emilie offer an insider's view of where the industry is heading—and what leaders need to do now to stay ahead.

But this conversation goes beyond technology.

They explore why strong data governance—not shiny AI tools—will separate winners from followers, why authentic brands will outperform algorithmically optimized ones, and why the smartest companies are investing in their data foundations before chasing the next innovation.

As two women leading NIQ's largest global regions, Liz and Emilie also share powerful leadership lessons on clarity, transparency, empowerment, and creating opportunities for the next generation of female leaders.

In this episode, we explore:

• Why AI is collapsing the traditional consumer journey
• What agentic commerce really means—and why every brand should be paying attention
• The critical role of data quality in an AI-first world
• How Asia is reshaping the future of global commerce
• What's next for retail media and measurement
• Why brand authenticity matters more than ever in an algorithm-driven marketplace
• Leadership lessons from two women shaping the future of global commerce

If you've been wondering how AI will transform commerce beyond the hype, this is the conversation you don't want to miss.

Because the future won't belong to the companies experimenting with the most AI.

It will belong to the ones that know their consumers best.

Bold Brands. Fierce Women. One Sisterhood.

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Transcript

SPEAKER_01 0:08

Welcome back to SheCommerce, where power women and real talk collide in the world of commerce. We're recording live from Can with our Can Confidential Series where talking AI, retail media, commerce, consumer behavior, all the things that are dominating every conversation here this week.

SPEAKER_02 0:29

And today's episode, it's a big one. Because we're joined by two powerhouse women leading from the very front lines of global commerce. Liz Buchanan, president of North America, and Emily Derol, president of Western Europe. You really sound legit. I know, right? At the accent. Amazing. Well done.

SPEAKER_01 0:54

Between Liz and Emily, they are you're shaping how brands, retailers, and organizations think about growth, consumers, and the future of commerce across two incredibly dynamic regions.

SPEAKER_02 1:07

Liz leads North America, one of the most complex and fast-moving markets in the world. And she's built her uh career across customer success, sales, analytics, product development, and technology. So she's not just responding to where the market is going, she's helping to find it.

SPEAKER_01 1:27

And Emily brings that same powerhouse energy across Western Europe with more than two decades of experience in consumer intelligence, market research, and global client leadership. She leads with both strategic vision and the kind of local market understanding that modern commerce demands.

SPEAKER_02 1:45

So today we're digging into leadership, transformation, consumer behavior, and what it takes to stay commercially sharp in a world that's changing by the minute.

SPEAKER_01 1:57

And because this is She Commerce, we're also talking about the women behind the titles, how they lead, how they navigate complexity, and what you're seeing that the rest of us need to be paying attention to. Welcome to She Commerce. Thank you for the community. Thank you for having us.

SPEAKER_02 2:19

Alrighty, let's start with the commerce revolution. If you had to describe the state of commerce in one sentence today, what would it be? And let me start that question interestingly enough with you, Emily, because you're president of a really diverse region. I'd love to hear what that looks like.

SPEAKER_00 2:43

I would say in one word, probably a revolution. So I had the opportunity to in Asia. So I've experienced actually the East commerce versus the West and how those two trends are colliding. And the models are greatly different, right? So in Asia it started with uh you know quick commerce, uh social commerce, influence, content creation, and the entire ecosystem up to you know checkout, all in one app connected with the consumer at the center. I think in Europe the model has been slightly different. We see obviously the growing importance of retail media, uh, but the distribution has been very much structured around the channels. And what I think and the trend that we'll see growing in Europe is what we've seen in Asia, with the channels blurring and really the consumer being at the center of that ecosystem. And technology will be an AI in particular, will be an enabler of that with agente commerce. So one nuances though versus um the US, I do think Europe is not moving at the same pace as uh the US in terms of AI, mostly because of the regul the regulatory environments that we have in Europe and the protection. So very, very diverse, but the trend is very much the same and uh and the train is moving at pace. So I'm sure Europe will catch up. Yes, no doubt. Yeah.

SPEAKER_02 4:04

And what do you and what do you say to that, Les, for North America?

SPEAKER_03 4:08

It might just be because I'm here at Cannes and it has felt for anyone who's been here, it's very lively, there's a ton going on. And the word that kind of comes to mind, we were talking about this this morning, is it's a little chaotic. And in a good way. Chaotic. In a good way, exactly, in a good way. Um, and it feels that feels like a really apt description too for the US retail environment at the moment. You have these two um sort of ends of the spectrum, and and one being very tech forward, very AI-focused experimentation, some of the largest retailers um leading that charge. And then you have a kind of middle and long tail of retail that are really trying to figure out how to stay um competitive. And and so the environment is very fluid, very dynamic, um, and a little bit uncomfortably chaotic at times, but I think we'll uh we'll talk more about how it's coming together.

SPEAKER_02 5:04

So, what would you say that the biggest shift that you've uh that you've seen so far globally, um, that most execs still underestimate?

SPEAKER_00 5:15

Um I can start. Unless you want to. Go ahead. Um, okay. I I would say around the evolution of distribution and channels, the way we're thinking about channels and the fact that now the consumer journey is very, very different. They don't think in terms of channels, they're thinking about you know, influence, product they want to buy through the app, social media. So the old world is kind of uh you know changing at a very rapid pace. And I think the marketeers that will succeed will be the ones starting from the consumer and how the data actually is informing how the consumer is navigating the new worlds. And uh, I think that's one of the biggest shifts we're seeing uh currently.

SPEAKER_03 5:55

I Emily said it very, very well. I would agree with everything that she said. I think the data piece at the end, we'll talk about more when we talk about um AI in particular, but there is still a little bit of, I think, under planning and underestimation around just how important getting the data right is going to be in this new world and how critical that is to actually understanding the consumer.

SPEAKER_01 6:19

Under planning. I think that that's a good way to phrase it. Um so what when you're talking to CEOs, CMOs, um retailers today, what's something that's keeping them up at night or maybe should be keeping up keeping them up at night?

SPEAKER_03 6:33

I think one of the biggest themes here and probably just in conversations with customers over the last couple of months has been um a fear of getting behind in the AI space. Yeah. Uh, and also a desire to, as a result, you know, move quite quickly, but doing that in a way that is sort of no regrets.

SPEAKER_05 6:56

Yeah.

SPEAKER_03 6:56

So you don't invest in a way that you're you know going to be left later with technical debt or um you know a bunch of failed experiments that you can't sort of pick up and learn from. And the level of experimentation happening right now is enormous. Um, and so it feels like finding that right balance is something that I'm hearing from every leader at the moment.

SPEAKER_00 7:19

I totally agree. I think ultimately it's about you know growing, expanding the business, and marketers, CMO, CEOs have difficult choices to make in terms of budget allocation. And the question is more and more at Cannes, I've been in you know several conversations what is the output? How do you make sure you've got the right you know ROI? So I think that question of how we you know consumers and and our clients are experimenting, testing, trying new things with AI, but very quickly it's gonna be about the outcome and whether you know every dollar I'm spending is actually generating the right growth for my business. And I think that's really the biggest um topic nowadays is how do you make sure that you allocate your spends in the most product way.

SPEAKER_01 8:03

Yeah, we've been having a lot of conversations about getting your house in order and investing there first before investing in the shiny deal and all the pilots because they're not obviously going to pay out unless you have that uh correct first. So it feels like that's a good place to start if you don't have that worked out. Yep. Um you already said AI, we've probably said it 10 times this conversation already. You can't avoid it here and can. Uh so let's let's dig in there. Sure. Um, how is AI actually changing consumer intelligence and behavior?

SPEAKER_03 8:36

I think the biggest thing, and it's been said a couple of times in different panel discussions and forums here, is that it's really collapsing the funnel. The path to purchase is not linear. And though it hasn't always been linear, it was a bit more predictable. Yep. And now discovery is happening in so many places. The uh path to conversion can be as easy as a click. Um, and I am very guilty of that on a platform like TikTok where I see somebody trying something and I just hit the buy now button, right? And so the collapse of to me, it's the collapse of the funnel that I think is the biggest um change for everybody.

SPEAKER_00 9:18

I totally agree. And I think the biggest questions for marketeers is how are we gonna influence agent e-commerce and all these, you know, algorithms and because the choice is gonna be made very differently. So, how do you ensure that you have brand visibility in the same way that you know in the shelf historically you were fighting for just more and more shelf space? Now it's gonna be how do you make sure you're in that ecosystem and that the algorithms are giving your brands enough share voice.

SPEAKER_01 9:47

Just to build on that, Emiline, what is one thing that you would say is different now than it was two years ago? Something that marketers maybe can influence or do differently now that they couldn't even think of two years ago?

SPEAKER_00 9:59

Yeah, I would say the the place of agent e-commerce and really how to navigate and make sure that uh the brand's visibility is there. I think that's accelerating very rapidly. We're already seeing a change also in the, you know, even in traditional like brick and mortar, uh, we see the challenger brands growing exponentially. So I think it's gonna be about for the big brands how to reinvent themselves through those channels and how do you make sure that they work on you know content creation. Like it's it's really a new world.

SPEAKER_04 10:27

Yeah.

SPEAKER_00 10:28

And uh being able to uh refocus on what the brand stands for and how those values actually connect with the consumer's needs and expectations is gonna be critical.

SPEAKER_01 10:38

Yeah, by channel, right, by location, all of like very relevant. The relevance is important too. How do you stay relevant in those channels as well? Exactly.

SPEAKER_02 10:48

Why why are our podcasts so short? Because honestly, you can ask these questions. I have so many questions that I can ask you about AI and all of that connect connectivity and you know, agentic AI and you know, talking to each other. But what I am gonna do is I'm gonna try to conclude. Um, and then ask you, how do you think that AI is sort of reshaping the decision making within the org? Yeah.

SPEAKER_03 11:20

Um I think there's there are a number of applications for AI, right, across any organization. It it we expect it to drive massive efficiencies, we expect it to be a growth engine, we expect it to transform the way that certain business processes, you know, get done. Um and if you think about trying to accomplish all of that at once and in parallel, it's quite daunting. Right, it's quite daunting. And so I think one of the big topics that we are certainly talking about within our organization, our customers are all talking about, is how do you prioritize? Yeah, what are the biggest things to focus on that are gonna make the most bet you know incremental impact to your organization? And I Emily made a great comment at the beginning about customer and consumer and shopper centricity. And I think if you stay rooted in that, you'll make better decisions, yeah, right, with all of this pressure to uh move quickly and again have those sort of no regrets decisions that you you make.

SPEAKER_02 12:28

That is so true. I mean, it is so so easy to get swept up in the mania almost, right? Yeah, like, oh my god, it's all new and shiny. You always want what's on trend, yep. But before you do that, it's so so important to your point to get your house in order. It's a little too yang, yeah. Data sexy again.

SPEAKER_01 12:48

Or making data sexy. You can bring it back. We love that. And and we've been using that to bring AI and data.

SPEAKER_03 12:58

They're new data to that's that's exactly right. And as Emily was just saying, AI is fueled by strong data. And if you don't have the strong data, you really can get inaccurate results. That's totally extremely real. We see it within our customers' organizations who don't have strong data governance, yeah. And who, for example, you might be running three different experimentations as a customer across different parts of your organization using the same underlying data lake, and you get different results for the to the same question because there are you really have to start thinking about if you haven't already, how are you going to govern the data? What are the rules of effectively around what data is in, what data's out. Um, and when we are talking with clients right now and and are asked sort of what should we be focused on, especially for brands, certainly for retailers as well, it's really the um the the content itself and making sure that you have strong underlying content about your about your brands that you can use to fuel that.

SPEAKER_02 14:03

It's it's it's architecture, right? You would not build a house one brick at a time without a plan right against it, right? And and that you need those architects' plans first.

SPEAKER_01 14:15

Plan it out. Well, and you need a vision. What are you building? Yeah, and uh then how do you measure that success? If you're trying to build a palace and you build a shack, right? You're you did something wrong along the way. Yeah, right. And what is the outcome exactly trying to achieve that? How do you measure against that outcome to know if it was successful or not? And which includes data as well. Yep.

SPEAKER_02 14:36

So would you say that that AI would help make companies work faster?

SPEAKER_03 14:42

I think it certainly can work.

SPEAKER_02 14:44

Or smarter or smarter. I I think it's both. Both I agree. I think it's both. So it's all about the plan.

SPEAKER_01 14:50

But do you think more companies are using it to be smarter or faster currently?

SPEAKER_00 14:55

I really think both. I think AI will be uh like human power augmentation. So really enabling both speed and new capabilities. Uh but to Lee's point, I think governance like around the data and is gonna be critically important. Yeah. Um so but to me it's both actually.

SPEAKER_03 15:13

I agree. Even if we just think about our own experience, you know, we've adopted a number of the different capabilities in in how internally, and things that used to take us hours and days take us minutes now. Takes right. And um, so there's speed, yeah. But because you can iterate more quickly, you also get to better answers. Right, right. So I really do think it's both. Yeah. Yeah.

SPEAKER_01 15:36

Um, from a European perspective, are there differences in how organizations are adapting AI and leveraging it versus like the North America perspective? Do you guys think that's a good idea?

SPEAKER_00 15:48

I would I would say, as we said earlier, right? I think it's mostly around the data protection and data. So, you know, all the protective or the regular regulatory aspects that we have in Europe. Uh but apart from that, no, I think the trend is somewhat very you know similar. Um, I think the US is at present moving at pace and a lot you know faster than Europe is. Europe is at in the testing mode, and many of our clients are experimenting. Uh, but keeping in mind those guardrails and uh and on the environment that we live in. Yeah, it's interesting.

SPEAKER_03 16:21

I've heard said a few times here um at Cannes, this idea that AI is going to become you know kind of general and super intelligence based on how willing you are to allow it to surveil you effectively and to incorporate as much of yeah, as much content about you as you're willing to put in. And that kind of fuels the output. And so I do think to some extent the fact that we have an incredibly uh limited regulatory framework in the US with respect to AI, and certainly Europe has a different set of regulation will affect outcomes. Uh the question is just whether or not that will be positive in which direction. It's not clear, actually. Right. There's just as much risk in not having that framework as there might be to it being a limiting element. Yeah, agree. So that to be determined. Yes. As with so many things. Yeah, who knows? Yeah.

SPEAKER_02 17:16

Yeah. So true, so true. Okay, so you talked about it before, um, as you know, one of the things that was possible um now that what um that wasn't there two years ago. Agentic commerce, right? One of the buzzwords we're hearing all the time. Pre-cant and during can, I don't know how many times we've heard it in the time in the few in the days we've been here. Let's separate signal from noise. How how do you define it? And we'll start with you, Aniline. How do I define agenti commerce?

SPEAKER_00 17:50

Yeah, yeah. Um really providing a different perspective to consumers and being that voice that's gonna guide the consumers through their kind of purchase journey, right? And blurring again the channel dynamics that we've seen historically. So I think it's gonna be a major driver, not only for how it's informing, but also buying and making the act, the purchasing act on behalf of consumers. So it's a profound shift in how we've seen this ecosystem evolve. And uh and I think it's important to be for you know manufacturers and be on top of it and understand the implications of that. Yeah.

SPEAKER_03 18:29

I think the um we've we've talked about it internally a bit as inclusive of both uh the agent helping you to discover and make recommendations to you, and also the agent buying on your behalf. And I think sometimes we almost need to get really intentional about the definition. Yeah. Because when you have a conversation with customers, they oftentimes are talking just about the world where the agent is doing the buying autonomously and not where the agent is also stopping at maybe the point of recommendation and then the human is still making the purchase decision. Yeah. We at least today are including both in the conversation when we talk about agentic commerce. And so there's a big question in the industry on how quickly we will actually get to the more autonomous buying by the agent versus the pretty, you know, like there's a very active um set of use cases already around discovery and recommendations that's already here, right? Yeah, yeah. And so optimizing that piece first, very important, but we need to have an eye, certainly, to the world where agents actually do the execution.

SPEAKER_02 19:43

Exactly.

SPEAKER_03 19:44

Yeah.

SPEAKER_02 19:45

So what would you say the simplest way would be for brands and retailers to I guess understand what's happening?

SPEAKER_03 19:54

Um well, I think listening to this podcast, first and foremost, right? There's no lady right there. Yeah. Um pay you later. No, but it it I also have I have found we had our um we've had a couple of big conferences over the last month. Emily's team does a big Italian conference called Lincontro, my team does a big conference called Consumer 360. Obviously, we're here at Ken, CGF later this year. A big part of what you I think glean from these types of events is just the important of comp importance of conversation with one another.

SPEAKER_04 20:30

Yeah.

SPEAKER_03 20:31

And uh the experimentation is happening, and the more you learn about how others are experimenting, what's working, what's not, it gives you a real sense for how you might be able to learn from them and also contribute back, you know, your own learning. So I just think the community right now around the uh the industry conversation is very important.

SPEAKER_01 20:50

Yeah, good point. I love that. That's important. Yeah, we love building community. So if AI agents do begin making those purchase decisions on our behalf, what happens to traditional marketing?

SPEAKER_03 21:08

You know, we talk a lot about context when you talk about AI and being how the agent understands consumer needs. And I do still think that marketing influences that context and those needs in a big way. Um and so I don't think that's going to change. The the role of an ad may evolve at the moment of purchase or within the context of something like um, you know, agentic commerce. But I influence is still here, it's here to stay. We we are a country and our excuse me, a world really like based on this concept of influence, and it's only growing more uh more important. So to me, it just it's about influence the con influencing the context that the agents. Actually, understand and learn from.

SPEAKER_00 22:01

I actually think for marketeers, the big question is gonna be what is your brand standing for? I would actually encourage them to go back to the basics. The environment is moving fast. There are new enablers, AI will be one. And actually being true to your brands, the values, the benefits you want to convey to the consumer, that authenticity that actually consumers are looking for is really what you're gonna have to focus on. So, in a way, strangely, with all the noise, all the drama, everything going on, I think a key message from my perspective will be go back to the basics of your brand. What do you want your brand to stand for in the marketplace and how do you connect to the consumer? The consumer is the boss. That's a really good thing. That's not changing.

SPEAKER_01 22:48

And I also think once you do that, the consistency of that message that gets picked up by the uh you know agentic algorithm. Absolutely.

SPEAKER_00 22:57

We get that consistency exactly in the messaging, right? But you need to start from values of your brand and what you want to achieve. And and yes, the the AI and will be the environment is moving, you've got to change, but you need to ensure that consistency in your execution.

SPEAKER_03 23:14

We did this Gen Z research a year or so ago that effectively said this. I mean, exactly what Emily just said, that consumers, especially younger consumers, are looking for authentic brands and experiences, and it has to be consistent. And you need to be wherever they're looking for you. Exactly. Right? It's so um very, very well said.

SPEAKER_01 23:35

Build that credibility. Well said. And it having being a big brand or a billion-dollar brand, that does not equate to authenticity. No. In fact, it actually can take away from it. That's great. That's great. So what got you here won't get you there. Yeah. Um and I um I I love what you said. I also think there's a role for brands after the fact, less on acquisition and more focus on retention. So if the agent buys you, how do you then keep them with that relationship? Yes, totally. Yep. Um so do brands, do you think, start marketing to agents and algorithms versus just people?

SPEAKER_03 24:15

To me, it goes back to the data, I think. So brands getting their product pages to be reflective of the terms and the context. And in our world, what we would kind of think of as attributes of the product themselves are critical. Yeah. Because that is how the agents are learning. Right. Um, that's how they're able to identify that when someone queries or prompts them, you know, they they understand that context. Yeah. And so going back to the data fundamentals here, getting your attributes and your product pages, you know, really in order and understanding the conversation that's being had about your brand. Because we've all heard that Reddit, for example, is a massive input to a number of uh the algorithms today. So very important from a you know, what's on the pack, like making sure that those attributes are clear, but then also sentiment. Right. Yes, yes. Those attributes are clear.

SPEAKER_02 25:11

And what industries do you think will feel the impact of this uh of agenda? Um sort of sooner rather than later.

SPEAKER_03 25:23

That's a great it's a great question. Um what comes to mind in initi initially for me, and and I'd be interested to hear what you think, Emily, as well, but are those things that have a functional benefit, for example. Yeah, where it's people are consumers are looking for something quite specific that helps them with an actual problem or a need. I think agents are really well suited to helping filter very efficiently. But again, it goes back to if the product content helps them with that filter. Right, exactly. If the things that are actually clean label products show up as clean label products, or the agent understands what clean label means to that consumer that are answering the question. So to me, like the that is a really obvious one, just those things that have sort of an immediate functional agreement and are harder for consumers to find today.

SPEAKER_00 26:19

Yeah, but even take endurables. I think it's gonna be across all industries, right? I don't think it's gonna be unique. Um CPG, probably the fastest, right? And uh and to Liz's point, like in ingredients and product addressing specific like needs, but I think overall it's gonna touch every aspect of our ecosystem.

SPEAKER_01 26:38

Yeah, for sure. Okay. All right, let's talk a little East meets meet west. Uh, one of the most fascinating pieces of NIQ research recently was your commerce revolution, East meets West worked for years. Obviously, Western companies have been viewed as innovation leaders, but we also increasingly see a lot of infnation emerging from Asia. What should brands be paying attention to from that body of work?

SPEAKER_00 27:05

Yeah, I think the um the East has built a model that was fully like end-to-end online, right? So you have the commerce, the influence. I mean, 55% of global e-commerce is actually happening in Asia, and they go from you know content creation influence to checkout with super hubs like uh Wei Chin or WeChat. Um and they've started that journey like 10-15 years ago. In the in the West, it's been a more traditional model by channels and uh with you know specific focus on retail media. So I think the fact that those two worlds are colliding brings a ton of opportunities, and I think technology and AI in particular is gonna accelerate that connectivity. And so with the consumer at the center, I think what's gonna be very true in the in the years to come, it's all about understanding the consumers and the brand positioning. And that's very similar between the East and the West. It's just that technology and uh yeah, entire um online and digital ecosystem is more advanced, I think, in Asia than it is in uh suddenly in Europe. Yeah.

SPEAKER_03 28:12

Yeah, you have more points of um integration that are simpler in a lot of ways. Frictionless. It's yeah, it is frictionless. And so that idea, as Emily said, of the super app, the app that does everything from you know getting you a ride to being able to order something for you to being your payment system and banking system, I mean, all the way, really end-to-end, simplifies that commerce in a lot of ways. Um think about all the data that they have to work off. I'm sure that those that th that those companies would say, well, not so simple, quite complex, actually. But the reality for the consumer, for the consumer for the consumer, it really simplifies that um that experience.

SPEAKER_02 28:54

I mean, take away that friction, right? Of multiple clicks. Yep. I mean, that is a dream for a con for any consumer out there.

SPEAKER_01 29:02

I just want to connect a calendar across all the different and reading it out of my all the emails that I have too. That would be lovely. I think it can help us with that.

SPEAKER_00 29:11

So yeah, it's accelerated that kind of uh convergence of models, I think, between east and rest.

SPEAKER_02 29:19

Um what would you say the next innovation is that hasn't crossed the oceans, but inevitably should or will.

SPEAKER_00 29:29

Um probably the end-to-end connectivity, those super apps like we in, and we start to see those. And I don't think we have we have pocket of work here and there, yeah, but not that entire you know, ecosystem.

SPEAKER_03 29:44

Yeah, you see it you see it a bit with like Uber, right? Exactly uh is I think an example of an organization that is down the path. Yeah, yeah. The piece that I think is maybe yet to be fully um realized, and you would think it might be easier in the West, but the reality is I I think in a lot of ways it's more difficult. Is this idea of like really, really quick commerce? Yes, yeah, like the deliveries within 10 minutes that you see in parts of the world like India or have become really mainstream. Yes um that that piece of the equation I think is we've yet to fully realize. Yeah, yeah. Yeah, that is that is so true. So let's let's we should have a crystal ball.

SPEAKER_02 30:28

I know. What's your prediction? When when will this come come in?

SPEAKER_00 30:32

Oh it's moving at pace. It is. I think in the next um five years. I mean, that the whole distribution ecosystem is still uh requires heavy investments, right? Okay, yeah. Um but I think the intention to move and bring uh that ecosystem closely together, I think that's that's for the next 18 months. We're seeing already a lot of changes, but the quick commerce requires uh you know a level of um investments and uh that you know in the in logistics that's gonna take a bit longer. Yep.

SPEAKER_02 31:04

Okay, you heard it here from 2030.

SPEAKER_00 31:09

Yeah, for sure.

SPEAKER_01 31:10

Emily and Let's have said we're gonna pan check all the rupees. Check all right, well we're we're gonna shift into retail media. Obviously, that's gone from buzzword to like billion dollar industry, and we're hearing a lot about like retail media 1.0, 2.0, 3.0. So what's what's next? What do you think is most exciting in that space?

SPEAKER_03 31:35

Oh goodness, there's a ton. Um, and I mean we've seen even since we've been here at Cannes some big announcements from you know Walmart Connect, for example, and and Sam's uh rebranded as Sam's Connect, and they're bringing that together with with the Walmart um retail media network, uh, some acquisitions that they've made and you know, five and C T B, etc. So there's uh I think everyone is looking to continue to um find the role that retail media can continue to play in the organization. It obviously for retailers drives an incredible amount of profit or has the potential to. But we've seen um I think different uh technology players, so the open AIs, the anthropics, the Googles, decide to take different approaches to how they will serve advertising or not within their platforms. And I, you know, op for open AI it's pretty new. Ads are a couple of months old. For for Google, obviously, it's a been a mainstay of their business for as long as it's been around. Yeah. And so I think, you know, as we think about retail media and we think about agentic commerce, the different models there and how those continue to evolve will be super, super interesting to watch. Um, and there is some experimentation going on. Um, there are some pretty big businesses that you know will likely transition. But I'm I'm personally very interested in that piece. And then how, like, what is the intersection with the retailer um and the retailers' own platforms and properties through the agent experience.

SPEAKER_00 33:10

And what's interesting in that ecosystem is again the importance of um data. And so um here at Clan we announced a partnership with uh in Europe and globally with Unlimitel and Uguri. And it's really bringing technology but data also at the center of that ecosystem um to make sure that um, you know, retailers, uh manufacturers make informed decisions. Um and so you know, being part of that uh again, uh I think is very uh very important, a big difference in top.

SPEAKER_02 33:41

You know, one of the things that uh people talk about a lot in retail media is measurement. It is such a conversation. Yes. Um how do you how do you see that evolving? Because right now, you know, what you measure here with this retailer, you can't translate. And it's so frustrating.

SPEAKER_03 34:03

This is what I think is actually quite interesting about the differences in the European environment with retail media and the American, for example. We because the US retail environment adopted retail media before it was uh as as big in Europe, you have a lot of individual retailers operating on their own ecosystems and really measuring to having different approaches to measurement and ROI. Um and that's starting to coalesce into a bit more of an industry standard. There you know, are lots of industry associations and certainly companies like ours that are working to make sure that we can help provide more visibility to that measurement, that um brands in particular feel like they understand the value of the investment.

SPEAKER_04 34:54

Yeah, yeah.

SPEAKER_03 34:54

But I think the unlimited example in Europe is a really interesting one. And maybe you talk a bit about how we're doing measurements.

SPEAKER_00 35:01

It's like 20, you know, covering uh so it's a partnership. Unlimited is a joint venture between Publicist and Carrefour. And so we just announced this week an exclusive partnership with them to really serve the entire ecosystem and working across all retailers. So I think there's still an opportunity in Europe to actually have uh really an industry view of measurements, and how do you make sure that we have really um captured and measured holistically? So that's the ambition, that's why we're launching, and we're super excited about that that engagement. It's a exactly exactly so that's I know we're super excited. We are saying it's a very uh defining moment and uh and a big opportunity in Europe for the retail media uh space.

SPEAKER_01 35:47

I love we have to get to our favorite part, even though we're we geek out. The she and she commerce and your leadership journey is what's really um important to us. Um so let's switch ears a little bit. You both lead enormous organizations, different regions, cultures, all that. What's one leadership lesson from each of you that has become more important as you've advanced in your career?

SPEAKER_00 36:12

Um clarity and transparency. I think in a world where there's a lot of noise, conflicting priorities, a lot of questions we need to answer, the best service we can do to our teams to enable them is to be very clear and transparent, whether it's at a strategic level on the gross bets we're gonna pursue, but also in the day-to-day conversations, providing feedback, ongoing feedback to help their own development. So for me, it would be uh the clarity, transparency, and authenticity. I think you need to lead people with uh candor, with warmth. Uh, I really believe in an inclusive, inclusive leadership style. Um, I'm a strong advocate for female leadership development. In West Europe, yes, we've launched uh three years ago women's leadership program where we're investing in their own uh you know development, career perspective, and journey. And uh and that that matters to me greatly. I would say those two love it.

SPEAKER_03 37:17

It's pretty cool at NIQ that the two largest regions are led by women.

SPEAKER_02 37:24

We were so so excited that both of you are presidents of large, um, large markets, large regions.

SPEAKER_03 37:33

And we're like, oh my god, we're we're very proud of that. And I think intentional. It is it is and I that it does speak as well to the investment that our company makes, uh to Emily's point in continuing to um support all of our leaders, but certainly with a focus on making sure that women have opportunities. So exactly. Yeah, that's uh I and I I guess just to echo some of Emily's comments on leadership lessons, um, for me, the the thing, especially as I've come into this role last over the last couple of years, has just been a pretty relentless focus on how I spend my time.

SPEAKER_04 38:10

Yes.

SPEAKER_03 38:10

And I yeah I really have underappreciated that at parts of my career prior.

SPEAKER_04 38:15

Yeah.

SPEAKER_03 38:16

And um, especially when you grow up in an organization which I have, when we both have, yeah. We I have been here almost 20 years, um and Emily the same. It can be really easy to get pulled into things because you have expertise, you have knowledge, you have history. Yeah. Right. But what you end up doing is a disservice to yourself and to your team in not kind of creating the right framework for how how people need to lead, how decisions need to get made, where everyone should be leaning in. And um, that can take some that can really take it takes a very intentional approach to make sure you get it right. Yeah. So uh that that has been a focus for me, certainly. I agree, empowerment.

SPEAKER_00 38:56

Yeah, that's right. And uh and you focus then on the more the strategy questions and and you're here, you you shape and and guide and uh by giving them some autonomy and ownership. They also need to learn from their own you know experiences, good or bad. That's right. So that's right. We're here, we'll back them up, but they need to own it. Yes, exactly.

SPEAKER_01 39:16

I mean, I think it's so true because the the better you get at your job, the more people want your voice in the room, right? And if you're you've been there 20 years, you've been in all these different roles, you know all the people, you know the history, you're an asset.

SPEAKER_03 39:28

I was talking to another uh woman, uh, CEO president of a um retailer, and she similarly had been in the company for a couple of decades and had said one of the most challenging things in transitioning to that role was having to create different boundaries with people. Yeah. Yeah. Because it is so easy to continue to operate under sort of the legacy relationship model that we've always had. Yeah, it's not to say that those relationships aren't critical or that you don't still need to find ways to foster them, but you do have to think about how you operate.

SPEAKER_02 40:02

Time management. And I'm not sure how many. And there's only so much time. Yep. Exactly. And and it's just pivoting that, okay, you know, we had a different dynamic before, and now this is different. Okay. But but women are conditioned to be helpful. Right? And we need to still be helpful, but in a far more structured, intentional, and and also uh self-preservational way.

SPEAKER_00 40:26

Absolutely. But I think it's important to communicate and be clear with the teams in terms of expectations and the changes required because of the role and the fact that you're not gonna be available to everyone all the time. It's not possible. So having those clear boundaries um and and being able to manage your time effectively, I think is critical. But once you communicate and manage expectations, it's uh easier. Agree.

SPEAKER_02 40:55

What do you think women leaders bring to the organization that is really underappreciated?

SPEAKER_03 41:04

One of the things I've been thinking about a lot as we talk about this AI evolution is the amount of emphasis that continues to be placed on creativity and empathy and a lot of those more sort of, you know, human skills that really can't be replicated by quote unquote the machine. Yeah. And I think women in a lot of ways over-index on some of those naturally. Yeah. And so I think it really positions us well to continue to leverage these powerful capabilities, but also bring that creativity and that empathy and that context to um being able to leverage. I love this.

SPEAKER_00 41:46

I mean, let's not forget half of the consumers in the world are women. That's right.

SPEAKER_03 41:50

So we need to make sure we use and when we survey consumers, I mean, more than 70% still say that it's females that are making the buying decisions. Exactly. And there's a huge influence that women have on the ecosystem. And I think um, anyway, some of those, you know, some of those things that are gonna continue to be critical human qualities in this AI-enabled world, uh, we have perhaps a little advantage on absolutely well said. Okay. Agreed about that. That's right.

SPEAKER_02 42:25

All righty. Yeah, we have two incredible leaders with us. Um, so we're gonna play a quick game. Okay. One word answers only, please. Oh goodness. I'm gonna get started.

SPEAKER_05 42:38

Liz, most overused AI buzzwords. Metering.

SPEAKER_03 42:46

I haven't even heard that. Metering.

SPEAKER_01 42:50

Can you define that really quick? Yeah, we said one word.

SPEAKER_03 42:54

There's this whole conversation right now about pumpkins and metering and actually paying kind of by the drink, so to speak, by usage. And it's getting really confused really quickly. And so I think that that was the first word that came to me. Maybe because we've been talking so much about like the commercial models behind each other here sort of like that my brain is just stuck in this in this space. But yeah, that's that's one that I I would like for us to move on from a bit. Yeah.

SPEAKER_01 43:20

Um, most underrated leadership skill. Empathy. Oh.

SPEAKER_00 43:25

And then please explain previously how and why it's gonna be so important. Oh, that's gorgeous.

SPEAKER_02 43:31

One innovation that will define the next five years.

SPEAKER_03 43:44

I don't have a one word answer for this, but it's gonna be I I think there will be we will need something in the um in the energy ecosystem that allows us to continue to power all of this AI in a more efficient way. Data centers and the way that they are already affecting the world in a pretty significant way. Yeah. Yeah. It'll be something there.

SPEAKER_02 44:10

Okay. Fun question. Coffee, champagne, rose, espresso martini, at Cannes. Champagne 100%. I have to say French.

SPEAKER_01 44:23

You do. I give it.

SPEAKER_03 44:25

For me, rose. No.

SPEAKER_01 44:29

One thing that women need to stop apologizing for. Almost everything. Yeah.

SPEAKER_00 44:35

I think they need to be able to do that. Yes, exactly. Starting there and owning it and being proud of their journey and their you know intelligence and capabilities. Um, I think they should actually uh continue to have a strong voice at the table. Yeah.

SPEAKER_02 44:53

Fine, go. And finally, from both of you, your go-to hype song before you go on stage or before.

SPEAKER_00 45:05

Silly silly joke. Silly joke. Um a little less conversation.

SPEAKER_03 45:13

Very helpful. I have um this Santa Gold song that I always walk onto stage, and it's just because of the beat. It's an incredible, like it just gets me pumped up to like actually walk out. Um so I I I sang a little. Yeah, I know. No singing little energy. We did in a leadership off site recently, um pulled into a uh live live band carrier.

SPEAKER_02 45:46

Can I ask you please to sing? And she won't because she thinks she's Beyoncé. Honestly.

SPEAKER_03 45:53

I mean, she has a vibe. The I will just tell you like this woman brought out Levian Rose and like the most perfect like just everything about it was perfect. And I think we all just stood there like I know Lise is being very humble.

SPEAKER_00 46:12

She has an amazing voice. We need a clip.

SPEAKER_03 46:17

And then we'll do she come with Kerryope together. Yes. Let's do it. Let's do it. Yeah, we're good. Very good, very good. You better hear first, gotcha.

SPEAKER_04 46:30

We have witnesses.

SPEAKER_02 46:31

We're in. We're in. I'm gonna thank you. Yeah. Okay. Um I would like to ask this is we're kind of closing up now, but um, the one thing to both of you that every future female leader listening should remember as they navigate their own journey.

SPEAKER_03 46:53

What do they need to remember? I would I can go first. I would say that it is okay to make mistakes. Yeah, it is okay to not know, to make mistakes, to fail, to start over.

SPEAKER_00 47:10

I would yeah, I I fully agree. I would say don't overthink things. When the opportunities come your way, just grab them with both hands. Yeah. Women have a tendency to overthink, overthink, and I s they should go with it. And just and they will figure it out because we always figure it out. Yes, have that self-consciousness.

SPEAKER_01 47:33

Yeah, yeah. Smart ladies, smart ladies, yeah. Um, well, we're we're kind of at the end and it's really sad. Yeah. Why did we put two hours? I know. Or it's a busy week.

SPEAKER_03 47:44

I we've enjoyed it a lot. Yeah, yeah, we've enjoyed it a lot.

SPEAKER_01 47:46

So with every episode, if you've listened, we ask our guests to take a pledge to pay him forward and to continue to build and amplify the voices of women in the industry and help support those women that are coming up through the ranks as well, the future women leaders. Um, so will you join our sisterhood and take that pledge with us?

SPEAKER_02 48:05

Certainly 100%. Absolutely. Wonderful. Thank you guys for what you do. Yes, it's inspirational. Thank you very much. This conversation has is is why we love being at Cannes. It's why we do what we do. Yeah. Uh we just we would absolutely love this so much. Um, the future of commerce, folks, is being written right now, and these are the ladies leading the charge. Uh, thank you so much. Thanks a lot for having us out and uh the only thing it has been a pleasure having you both on the on the on the on the uh on the podcast, and the only thing left for me to say now is bold brands, fierce women, one sisterhood.