Salesforce | Beyond the Search Box: How Frontier Models Are Stealing Your Traffic – and Why Commerce Networks Will Win

As generative AI and frontier models become the primary interface for product discovery, high-intent purchasing traffic is shifting away from traditional web properties into conversational AI spaces.
This disintermediation presents an unprecedented challenge for digital publishers facing declining traffic.
However, commerce and retail media networks grounded in physical and operational delivery mechanisms possess a resilient advantage. While digital channels fragment, networks anchored in real-world supply chains, physical stores, and direct customer touchpoints hold an unassailable moat.
This session breaks down how frontier models reshape digital traffic and outlines key operational, diversification, and cross-industry strategies to future-proof media revenues and drive sustainable growth.