Superdrug's Paul Stafford: AI applications are genuinely mind blowing and game changing

Retailers can’t afford to get left behind in the heavily hyped AI space, according to Paul Stafford, Head of Retail Media at Superdrug.

In a LinkedIn post, discussing his time at Cannes Lions 2025 this week, he said: “AI might be the buzzy mot du jour, but the applications I've seen this week are genuinely mind blowing and game changing – from media planning to creative optimisation, things are moving quickly.”

He added: “There's lots of fear around AI replacing people but Todd Sussman's quote stuck with me: ‘AI can give you the known, humans can give you the unknown’. Whatever you do though in this space, don't get left behind.⁣”

Retail media

Stafford got the chance to meet senior leaders from US retail media networks (Roundel, Walmart, CVS, Kroger, etc.), which he described as “a humbling lesson in scale…Every time I shared a proud retail media stat from our operations, I'd get a quaint, parental smile - hmmm, that’s nice, son”.

“One of the execs I spoke with has a team of 300 planners and ad ops professionals in Bangalore. 300! When they're talking billions of transactions and hundreds of millions of members, it puts things into perspective. The sheer scale of the US market versus Europe is ridiculous.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.