Marketing is being transformed by AI - but the biggest competitive advantage still comes from knowing where to create value.
Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Stevie Antonioni (Managing Director UK, Adnami), Conor McKenna (Partner, LUMA Partners) and Alice Anson (Director of Digital Media, Nectar360).
Across three conversations, a common theme emerges. As AI automates more of marketing, competitive advantage is shifting elsewhere—to premium media, better decision-making, stronger partnerships and building trust with consumers. From publisher monetisation and commerce media investment to retailer innovation and AI-powered decisioning, this episode explores where the next generation of value is being created.
What you’ll learn from this episode:
Why premium media is making a comeback
As advertisers become increasingly focused on outcomes, premium publishers are regaining attention. Stevie Antonioni explains why quality inventory, strong creative and trusted environments are becoming more valuable than simply buying the cheapest impressions.
Why AI is moving beyond efficiency
Conor McKenna argues that AI's first wave was about automating workflows. The next wave will focus on helping marketers make better commercial decisions, moving from efficiency to effectiveness.
Why commerce media is becoming a strategic capability
Rather than viewing commerce media as another advertising channel, the discussion explores how data, measurement and retailer relationships are transforming it into a broader business capability.
Why retailers must choose what to build
Alice Anson shares how Nectar360 approaches technology investment by focusing internal resources on areas that create genuine differentiation while partnering where it makes greater commercial sense.
Why trust becomes more valuable as AI grows
As AI increasingly shapes customer journeys, trusted brands, retailers and publishers will play an even more important role in helping consumers make confident purchasing decisions.
Why partnerships are accelerating innovation
Across every conversation, one message becomes clear: the organisations moving fastest aren't trying to do everything themselves. They're building stronger ecosystems through strategic partnerships.
Soundbites to listen out for:
"Efficiency is table stakes. Effectiveness is where you differentiate."
Conor McKenna explains why AI's biggest opportunity isn't simply reducing cost—it's improving commercial decision-making.
"We've lost sight of what quality inventory actually is."
Stevie Antonioni reflects on how years of programmatic buying have changed the value of premium publishing.
"Build where you differentiate. Partner where you don't."
Alice Anson shares the philosophy behind Nectar360's technology strategy.
"Commerce media isn't another channel—it's a layer."
A simple but powerful way of thinking about where retail media is heading.
About the guests
Stevie Antonioni is the Managing Director UK at Adnami, leading the company's growth and client partnerships in one of Europe's most dynamic advertising markets. A highly experienced digital media executive, Stevie has worked across agency, publisher and technology sectors throughout her career. At Adnami, she focuses on helping brands and publishers achieve stronger engagement through high-impact advertising experiences that combine creativity, attention and measurable performance.
Conor McKenna is a Partner at LUMA Partners, the strategic advisory firm specialising in digital media and marketing technology. He advises companies, investors and executives on mergers and acquisitions, growth strategy and market trends across the advertising, commerce and media sectors. Conor is widely recognised for his deep understanding of the adtech landscape and his ability to identify emerging opportunities shaping the future of digital commerce.
Alice Anson is the Director of Digital Media at Nectar360, the loyalty, insights and retail media business powering Sainsbury's retail media network. She leads digital media strategy and commercial development, helping brands connect with customers through data-driven advertising solutions across the Sainsbury's ecosystem. With extensive experience in media, customer insights and digital transformation, Alice is focused on delivering measurable value for both advertisers and consumers.
Connect with the hosts on LinkedIn
Nick Morgan
Paul Blackburn
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