That is according to a snap poll of professionals quizzed during Particular Audience’s AI in Retail Media Town Hall, which reveals a worrying lack of trust is preventing many professionals from using AI to its full potential. The session, led by Particular Audience founder and CEO James Taylor in Amsterdam, attracted 89 participants and generated 953 live contributions, with between 52 and 74 people responding to individual questions. Taylor said: “AI is already doing plenty of work in retail media, but there is a vast gap in using it for the decisions that actually drive performance. “The bigger opportunity is in deciding which products and ads are most relevant to a shopper, how they should be ranked and when an offer makes commercial sense. Trust and control were the most cited barriers, alongside accuracy, transparency and proof of performance.