# The Shopper is REALLY in Control Now, with Caroline Giegerich, VP, AI and Marketing and Collin Colburn, VP, Commerce and Retail Media at IAB

Page: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/the-shopper-is-really-in-control-now-with-caroline-giegerich-vp-ai-and-marketing-and-collin-colburn-vp-commerce-and-retail-media-at-iab
Text version: https://stenobird.com/podcast/unpacking-the-digital-shelf-256460/the-shopper-is-really-in-control-now-with-caroline-giegerich-vp-ai-and-marketing-and-collin-colburn-vp-commerce-and-retail-media-at-iab.md
Podcast: [Unpacking the Digital Shelf](https://stenobird.com/podcast/unpacking-the-digital-shelf-256460)
Published: 2026-04-13T11:00:00+00:00
Episode link: https://salsify.simplecast.com/episodes/the-shopper-is-really-in-control-now-with-caroline-giegerich-vp-ai-and-marketing-and-collin-colburn-vp-commerce-and-retail-media-at-iab-pRmKw7F_
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Duration seconds: 2283

## Resource

There are lots of consumer polling out there about why and how shoppers are using AI in the buying journeys, but you can’t trust what people say, you have to know what they do. Bring in the IAB. They, along with TalkShoppe, put together research that took direct signals from hundreds of shopping journeys to understand what is really happening out there between shoppers and their agents. And what is not. Caroline Giegerich, VP, AI and Marketing and Collin Colburn, VP, Commerce and Retail Media at IAB, came armed with the facts to help you shape your AI and agentic strategies.

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