Episode 36 – Is ChatGPT Getting Greedy? Diageo Gets Data-Savvy & AI Traffic Explained

In this episode of Retail Media Therapy, Viv Craske and Colin Lewis dive into three of the hottest topics shaping retail media, marketing, and advertising right now.

First, they unpack the launch of ChatGPT advertising, questioning whether reported $60 CPMs are sustainable — or whether they’re a deliberate premium strategy driven by FOMO, brand signalling, and future valuation considerations.

Next, the conversation turns to Diageo’s retail media strategy, where the global drinks giant positions retail media networks as a full-funnel channel. From leveraging retailer first-party data to activating campaigns offsite via CTV and sponsorships, Diageo shows how retail media can connect brand building directly to purchase behaviour.

Finally, Viv and Colin explore the rise of AI-driven shopping traffic. With millions of referrals now flowing from AI tools to marketplaces, they debate whether this represents net-new demand or potential cannibalisation — and why RFM-based targeting could be the key to turning AI disruption into growth.

A must-listen for anyone working in retail media networks, marketing strategy, or digital advertising.

Grace & Co | Retail Media Experts

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EP36 – Savvy Diageo, Greedy ChatGPT, bad AI traffic