AI advances at rapid pace as Tesco flags key trends shaping retail media landscape in 2026

Tesco Media has launched We Know the Nation 2026, offering a look at the forces reshaping how Britain shops. Backed by Clubcard insight, this year’s report uncovers the cultural shifts, cognitive triggers and behavioural patterns that will define retail media in the year ahead.

Key here, you probably won’t be surprised to hear, is AI, which continues to advance at a pace none of us can ignore. Its influence on media is already significant, Tesco Media notes, but the focus is not on AI in isolation.

What matters is how companies use it to enhance the customer experience; to make choices clearer, journeys smoother and brand interactions more meaningful. Processes may be evolving, but the overarching goal remains unchanged.

Customers, meanwhile, continue to face a tough economic backdrop. “Value has never been so important. Combine that with the fact that shoppers now have more choice than ever, and you end up in an environment where customers are making far more intentional decisions. As a result, brands and retailers need to protect customers’ confidence just as much as their budgets,” says Tash Whitmey, Managing Director, Tesco Media and Insight Platform.

She adds: ”This is where the next phase of retail media comes in, and the market is maturing rapidly. What once felt experimental is now a core part of the marketing process, and Tesco Media is embracing its leadership role here. Over the past few years, we’ve built a system in which data, creativity, and effectiveness serve as the foundations of a successful media strategy, with our brightest talent leading the charge.”

“We’re also writing the future with clients who are braver, sharper, and asking bigger strategic questions than ever before. Marketers are asking “what’s coming next?”, not just “what’s converting to purchase?”. That’s exactly the question that We Know the Nation is designed to answer.”

Like its predecessors, this report is based on analysis of the behaviours of Clubcard shoppers. In analysing those patterns, Tesco has seen the emergence of two behavioural lenses.

On one side are the emotional, social, and cultural shifts influencing how people want to live, connect and feel. These we’re grouping under the category of culture. On the other is an evolution in how people think, decide, and navigate the growing complexity of choice to discover value. Tesco Media is calling that cognition.

Whitmey says: “Across both culture and cognition, the signals from Clubcard are clear: we live in a nation reshaping its habits and seeking balance, connection, and clarity. Do shoppers still want joy in their basket? Yes, provided it makes sense in their own situation. By bringing data science and creativity together, we can make sense of this unpredictability and help brands show up in ways that feel timely, useful, and human.”

2026 RTIH Innovation Awards

Retail media will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.