In this contributed article, Mark Heitke, VP of Strategy at Symbiosys, discusses the role of AI in the emerging strategy of off-site retail media, how the access to retailer first-party data through an AI engine can create hyper-nuanced target customer groupings as well as the potential for predictive behavior analytics. As AI and retail media continue to intersect the potential for both retailers and brands expands exponentially resulting in a much better shopping and ad experience for the consumer.