AI may dominate the headlines, but the bigger shift is happening underneath. The boundaries between media, commerce, creators and technology are rapidly disappearing, creating entirely new ways for consumers to discover, engage and buy.
Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Evan Shapiro (Media Cartographer & Founder, ESHAP), James Taylor (Founder & CEO, Particular Audience) and Colin Lewis (Director, Retail Media Works).
Across three conversations, a compelling theme emerges: discovery is changing. From the rise of creator-led media and AI-powered retail experiences to the organisational challenges facing retailers and the continued evolution of commerce media, this episode explores how businesses must rethink the way consumers discover products—and where the next competitive advantage will come from.
What you’ll learn from this episode:
Why media, commerce and creators are rapidly converging (Evan Shapiro)
The traditional boundaries between publishers, creators, retailers and platforms are disappearing. Evan explains why the future belongs to organisations that can connect audiences, content and commerce into one seamless experience.
Why organisational speed is becoming the ultimate competitive advantage (James Taylor)
AI isn't the biggest barrier to innovation—organisations are. James discusses why retailers must rethink how quickly they make decisions if they want to keep pace with rapidly changing consumer behaviour and technology.
Why retail media is entering its next stage of maturity (Colin Lewis)
Retail media is moving beyond experimentation towards long-term strategic capability. Colin shares why markets are evolving differently around the world and why experience, trust and adaptability will define the next chapter.
Soundbites to listen out for:
"Creators are the next Warner Bros." (Evan Shapiro)
"Retailers don't have an AI problem—they have an organisational problem." (James Taylor)
"Experience is becoming more valuable than expertise." (Colin Lewis)
About the guests
Evan Shapiro is an internationally recognised media strategist, analyst and creator of the influential Media Universe Cartographer. Through ESHAP, he advises global media, technology and entertainment companies on the future of content, distribution, advertising and commerce.
James Taylor is Founder and CEO of Particular Audience, an AI-powered retail technology company helping retailers deliver intelligent product discovery, personalisation and merchandising experiences that improve customer engagement and commercial outcomes.
Colin Lewis is Director of Retail Media Works and one of Europe's leading retail media strategists. He advises retailers, brands and technology companies on retail media transformation, digital commerce and the evolving relationship between marketing, media and retail.
Connect with the hosts on LinkedIn
Nick Morgan
Paul Blackburn
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