AI is changing how consumers discover products. But as automation accelerates, trust has never been more valuable.
Recorded live from the Vudoo Podcast Van at Cannes Lions 2026, Nick Morgan and Paul Blackburn are joined by Lou Barrett and Jess Gilby from News Corp Australia, Anna Checa Molins from McKinsey & Company, and Nick Titmus from SeenThis.
Together they explore why trusted brands are becoming more valuable in the age of AI, how creators are reshaping media planning, why commerce media continues to mature beyond retail, and how creativity remains one of the biggest untapped opportunities in performance marketing.
From AI agents and commerce journeys to premium publishing, retail media and trusted content, this episode explores what comes next as technology and human influence increasingly work together.
What you’ll learn from this episode:
Why trusted brands become even more valuable in an AI-driven world (Lou Barrett & Jess Gilby)
As AI changes how people discover information, News Corp explains why trusted journalism, premium brands and authentic storytelling become even more important—not less.
Why AI agents will automate routine decisions, but not human judgement (Anna Checa Molins)
McKinsey explores where AI will fundamentally reshape marketing workflows, while arguing that creativity, strategy and major purchasing decisions will remain distinctly human.
Why creativity is becoming the missing layer in commerce media (Nick Titmus)
SeenThis explains why retail media has become highly data-driven, but still lacks compelling creative experiences that move consumers through the consideration phase.
Soundbites to listen out for:
"The brands are the original influencers." (Jess Gilby)
"AI will manage the repeatable decisions—but humans will make the meaningful ones." (Anna Checa Molins)
"The biggest opportunity in commerce media is creativity." (Nick Titmus)
About the guests
Jessica Gilby is the General Manager of Digital at News Corp Australia, where she leads digital commercial strategy, audience growth and advertising innovation across the company's portfolio of premium media brands. With extensive experience in digital publishing, audience engagement and media monetisation, Jessica works closely with advertisers and agency partners to develop data-led solutions that drive measurable business outcomes. She is passionate about the future of premium publishing and the role of trusted media environments in delivering advertising effectiveness.
Lou Barrett is the Managing Director of Client Partnerships at News Corp Australia, overseeing strategic relationships with the company's largest advertising and agency partners. One of Australia's most respected media executives, Lou has built a career spanning leadership roles across television, publishing and digital media. She is recognised for her expertise in commercial strategy, client engagement and media innovation, helping brands unlock growth through integrated marketing and audience solutions.
Anna Checa Molins is a Partner at McKinsey & Company, advising global organisations on growth strategy, AI transformation, commerce media and marketing operating models. She specialises in helping businesses redesign the way marketing and technology work together.
Nick Titmus is the Vice President of Commerce & Retail Media Partnerships at SeenThis, where he works with retailers, publishers and brands to develop more effective and sustainable digital advertising solutions. With extensive experience across adtech, retail media and commercial partnerships, Nick focuses on helping organisations maximise performance while improving consumer experiences. He is a recognised industry advocate for innovation in commerce media and the evolving role of technology in advertising effectiveness.
Connect with the hosts on LinkedIn
Nick Morgan
Paul Blackburn
Subscribe and leave a review!
If you enjoyed this episode, please subscribe to Commerce Media Matters and leave us a review on your favourite podcast platform!
