Throughout the week at The Penn District, Rokt participated in eight high-profile panel discussions, bridging the gap between retail, finance, and media. The central theme across these events was the necessity of relevance in customer relationships. As AI agents increasingly influence purchasing decisions, companies are looking for ways to move beyond traditional attribution models toward systems that prioritize incrementality and experimentation.

During a featured session on the Great Minds Stage, Jon Humphrey of Rokt and Tucker Kain of Fanatics sat down with Wayne Gretzky to discuss leadership and the adoption of AI-powered relevance in sports retail. This conversation underscored a broader industry push, with executives from Citi, American Airlines, and e.l.f. Beauty exploring how non-retail entities can successfully build their own commerce media businesses. These discussions highlighted a consensus: the traditional path to discovery is fragmenting, requiring brands to capture customer attention long before the formal search process begins.