1. Agentic AI 
We explored AI “agents” that don’t just answer questions but autonomously handle reporting, optimization, or even budget allocation. Tools are already reallocating spend or drafting plans in seconds. What’s the first task you’d trust an AI agent with—reporting, optimization, or negotiations? If AI can plan media, are they copilots or competitors? 

2. Creative Automation 
AI is increasingly used to generate and scale creative, from copy to video. Heinz’s* viral “AI Ketchup” showed what happens when machine output meets human storytelling: AI can validate brand dominance and pair human creativity with unusual, attention-grabbing outputs to drive buzz and relevance with younger audiences. Where have you seen automation speed things up without hurting quality? Do you frame it as efficiency, speed to market, or more room to test? 

3. Answer Engine Optimization (AEO) / Generative Engine Optimization (GEO) 
Search is shifting as Gemini, ChatGPT, and Perplexity generate answers instead of serving up ten blue links. Zeno just launched GEOfluent, an AI-powered generative search product to strengthen and protect brand reputation. How do you measure ROI when answers surface without a clickable link? Is AEO a threat to paid search—or a chance to insert brands directly into answers? 

4. Creator Networks 
Brands are building creator ecosystems. Lowe’s* launched a 17,000-person network with storefronts on Lowes.com, even tapping MrBeast to curate one—creating shoppable content at scale for a massive retailer leading innovation. Sephora followed with its own shoppable creator experiences. If brands build networks at this scale, does creator spend shift into retail media budgets? How should media teams plan for overlap between creators and commerce? 

5. Shoppable Social 
Social platforms are pushing commerce deeper into feeds. TikTok Shop drove $15B in sales last year, retailers are blending live shopping with creators, and Amazon’s influencer livestreams are fueling beauty and CPG sales. Are these formats driving incremental conversion—or edging toward a QVC*-style feed? How do you weigh shoppable social against more mature retail media channels? 

6. Retail Media Networks (RMNs) 
Every retailer now has an ad network—Amazon, Walmart, Kroger, Target—promising closed-loop measurements but risking budget fragmentation. Many brands rely on clean rooms and “retail media councils” to bring order. Which RMNs make your priority list—and why? How do you standardize measurement across such different networks? 

The roundtable confirmed innovation is about experimentation, setting guardrails, and aligning ownership and budgets to scale what works. The future will belong to teams bold enough to test and disciplined enough to scale. 

Big thanks to the MediaPost team for another stellar summit and to the leaders around the table for sharing so openly. 

*Indicates a Zeno client