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What a week in New York! CommerceNext Growth Show 2025 made it clear: brands that simplify strategies, unify measurement, and prioritize customer moments are pulling ahead. Here are the core themes that stood out:
🎯 Unified Measurement Across Disparate Channels
Dom Devlin of Fospha hit the nail on the head: AI and emerging platforms—TikTok Shop, Amazon, retail media networks—have shattered legacy attribution models. He urged brands to build centralized measurement systems that tie early signals to long-term growth. Fospha’s new research, Glow, shows that awareness activity (like branded search or engaged visits) can predict future revenue and help defend brand budgets.
👥 Gen Z Rewrites the Rules
One thing was made clear: Gen Z plays by different rules. They’re picking up brand cues in short-form videos and creator content that looks nothing like traditional advertising. For marketers, the challenge is about showing up natively, without feeling out of place. The brands making headway are the ones embedding commerce seamlessly into these behaviors, not asking Gen Z to opt in on their terms.
🛒 Omnichannel = Operational Rigor
Omnichannel CX was positioned less as a frontend fix and more as a backend discipline. Talks from Sam’s Club, IKEA, and American Eagle revealed that great experience design relies on logistics and data infrastructure just as much as sleek UX. Whether it’s frictionless checkout, cross-channel loyalty, or content-led retail, the real unlock is operational precision.
🤖 AI: From First Steps to Firm Integration
Brands like Rue Gilt Groupe, Minted, and 1‑800 Contacts showcased mature applications of AI—moving past test-and-learn into scalable workflows. The conversation has shifted: AI is now expected to prove ROI, drive personalization, and increase marketing efficiency. Sessions focused heavily on incrementality, automation of creative testing, and dynamic audience segmentation.
🎨 Creativity As Strategy
Standout campaigns were always culture-first. Bold storytelling, playful collaborations, or culturally charged messaging proved that originality beats optimization when attention is the currency.
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