Elisabetta Borghi
Practice Lead Retail, Fashion and Wellness at Amati & Associates
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 31 | Founded | 2 years ago | Last Issue | a month ago |
| Active | |||||
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elisabetta612654.substack.comLatest Issues
Retail Media and AEO Aren't the Same Lever: Why Boards Need to Tell Them Apart Before They Try to Combine Them
🛒 Real question: if a shopper asks an AI “what’s best for me” instead of Googling it... is your product even in the room? 👀
Most boards think they’ve got this covered. They’ve got half of it covered.
📊 Retail media = the lever you BUY....
The "K" that's convenient: why CPG boards are misreading Gen Z (and Amex figured it out first)
Your CFO calls it a K-shaped economy.
Your Gen Z customer calls it Tuesday.
Boards keep explaining flat revenue with a letter of the alphabet: rich consumers spending, everyone else cutting back. Neat story. Wrong diagnosis.
What’s actua...
🛍️ From recommendation algorithms to AI co-creation: Amazon’s quiet revolution in how we shop for style.
Here’s the journey:
📸 It started with seeing, not typing
• Amazon Lens visual search to shopping: point your camera at something you like, get instant matches. No words needed.
• Lens Live: your camera scans in real time, surfacin...
Beyond the Monolith, Part 2: Mapping the Sharp Fragmentation of U.S. Generation Alpha
Are you still optimizing your 5-year marketing plan for “Generation Z”?
I have some bad news: you might already be looking in the rearview mirror.
⚠️While the industry was busy debating whether Gen Z prefers TikTok or physical retail st...
Traditional marketing is dead.
Traditional marketing is dead. Gen Z didn’t just change the rules, they threw out the rulebook entirely.
If your organization is still relying on generic, nationwide demographic models or macro-level consumer profiles, you are misallocatin...
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Practice Lead Retail, Fashion and Wellness at Amati & Associates
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