Tesco unveils AI creative tool in retail media upgrade

Tesco Media has launched a new AI-powered digital tool designed to simplify and speed up creative production, that automatically generates compliant ads in all the formats brands need, across both onsite and offsite.

The Tesco Media Creative Studio, which is one of a series of updates to its network, can customise creative for current shoppers, lapsed buyers, and new customers, to ensure campaigns feel personalised and relevant. This approach not only drives immediate results but also builds long-term brand equity, the supermarket giant claims.

There are also new opportunities to reach audiences creatively across Tesco’s retail media network, from online brand zones to turning the Tesco stores into brand-building opportunities, including till takeovers, digital screen rollouts, special builds and working with Influencers.

In addition, Tesco Media has revealed the next phase of Sphere platform, a self-optimising, AI-powered retail media ecosystem that unifies planning, activation and measurement.

It enables self-serve multi-channel campaign management, allowing brands to activate across in-store, onsite, CRM and off-site media from a single dashboard.

There is also live optimisation and reporting through enhanced measurement tools such as multi-channel incrementality and multi-touch attribution.

Tesco Media’s investment in AI technology represents the next phase of its growth, one connected platform, creating a seamless, frictionless experience for advertisers while unlocking smarter, faster, and more measurable campaigns.

Tesco Media managing director Tash Whitmey said: “Retail media’s strength is that it is where the interests of the advertiser and the retailer are aligned in driving the right outcome for the customer.

“Our mission is to build media solutions that work for customers, advertisers and Tesco, in that order, by enhancing the shopping experience in store, bringing some everyday magic and making it easier to discover your products existing and new.

“The media landscape feels like it is shifting all the time – new channels, new technologies. More choices to make at a faster pace. Retail media is right at the heart of this movement.”