Summary
In 2025, Generative AI boosted mobile ecosystem growth, with app downloads doubling YoY. Retail Media impressions surged 165% YoY, peaking in October due to Microsoft Copilot at Costco. Eight Gen AI brands drove category growth, with Copilot dominating at 392M impressions, followed by Google AI and Adobe.
Most brands focused on Amazon and Best Buy, while Copilot expanded to Costco. Video channels like OTT and YouTube were key for demonstrating AI use cases. ChatGPT ran 100% of impressions on OTT, showcasing everyday tasks.
Anthropic used OTT and OffSite Video for aspirational positioning. Creatives highlighted common themes and distinct strategies, such as Microsoft's laptop productivity, Google's daily companion, and Adobe's agentic AI in Acrobat Studio.
Analyst Note
A 165% year-over-year surge in retail media impressions from generative AI brands signals a structural shift: AI companies are treating retail media networks as core demand generation channels, not just ecommerce conversion tools. The concentration on Amazon and Best Buy (except Microsoft’s Costco play) reflects a strategic bet on high-intent, tech-savvy audiences. Video creatives—especially OTT—are being used to demonstrate complex use cases, from everyday productivity (Copilot, Google) to high-stakes problem-solving (Anthropic).
For ad ops and UA teams, the key takeaway is that retail media is evolving from product listing pages to full-funnel brand storytelling platforms. The divergence in creative positioning (practical vs. aspirational) offers a valuable competitive lens.
Additionally, the heavy allocation of impressions to video suggests that traditional search and display formats are insufficient for explaining novel AI capabilities. As generative AI becomes more commoditized, the retail media landscape is being reshaped, forcing monetization strategists to reconsider inventory packaging and measurement for narrative-driven campaigns. This development also highlights the growing symbiosis between AI adoption and retail media innovation—a trend that is already influencing ad spend allocation.
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