Albertsons Media Collective, the retail media arm for Albertsons Companies and Capgemini has announced a new agreement for media planning, media operations and content creation. As its global business partner, Albertsons Media Collective will leverage Capgemini’s process automation technology, underpinned by robotic process automation (RPA) and generative artificial intelligence (AI), to unlock learning insights for media planning and real-time creative optimizations.
As part of the partnership, Capgemini will implement industry-leading technology to automate and enhance operations for media planning, activation workflows and creative versioning, as well as insights for live campaign optimisations.
Talking about the partnership, Kristi Argyilan, SVP of retail media, Albertsons Media Collective, said, “The advertising industry is ripe with potential to integrate AI, and we see an opportunity to leverage process automation to streamline our workflows, drive enhanced campaign performance and accelerate speed to market. Partnering with a digital transformation pioneer like Capgemini will enable us to empower our employees to focus their time on higher level tasks, while simultaneously providing more flexibility, efficiency and performance for our clients.”
Moreover, Capgemini anticipates that leveraging digital technologies will enable Albertsons Media Collective and its clients to achieve a 20 percent faster speed to market. Additionally, the collaboration with Capgemini enables Albertsons Media Collective to provide its clients with flexibility, efficiencies and campaign performance.
“We’re happy to be partnering with Albertsons Media Collective, to deliver on their priority business outcomes accelerating speed to market and bringing brands and customers together efficiently. By leveraging digital and AI technology to keep a pulse on ever-evolving shifts in consumer behaviour, Albertsons Media Collective can enable brands to pivot their strategies in real-time and adjust to changing consumer preferences,” Ted Levine, managing director of consumer products, retail and services, Capgemini Americas, added.