A Look at the Rise of Commerce Media Networks: How Nift Helps Brands Own How Their Message Shows Up
This episode of Retail Refined examines how commerce media networks are reshaping brand-consumer relationships as trust in traditional digital advertising erodes. Host Melissa Gonzalez speaks with Nift CEO Elery Pfeffer about how AI-powered, hyper-personalized gifting enables brands to deliver meaningful value rather than intrusive ads. They also explore what the rise of AI-native consumers means for the future of retail engagement.
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Key takeaways
Only 37% of consumers feel brands genuinely act on their stated values, driving demand for more authentic engagement models.
Nift's patented AI platform enables performance-based, personalized gifting that feels like appreciation rather than advertising.
The emergence of AI-native consumers requires brands to rethink how they show up across both digital and physical retail environments.
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As traditional digital advertising struggles to retain consumer trust, brands are exploring new, more authentic ways to connect with shoppers. Platforms like commerce media networks, which weave together commerce, content, and data, are emerging as powerful tools in this shift. Research from MG2 Advisory reveals that only about 37% of consumers feel brands genuinely act on their stated values, underscoring the urgent need for more meaningful brand experiences.
So, how can brands take control of how their message shows up while delivering real value to consumers?
In this episode of Retail Refined, host Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape. They discuss how Nift is enabling brands to own the consumer experience through AI-powered, hyper-personalized rewards that feel less like advertising and more like appreciation.
Here’s what you’ll learn in this episode:
- Why traditional advertising models fall short—and how brands can shift to performance-based gifting that drives loyalty and revenue.
- How Nift’s patented AI creates a personalized, delight-driven experience across digital and physical retail environments.
- What the rise of “AI-native” consumers means for the future of commerce, and how brands must adapt to stay relevant.
Elery Pfeffer is a seasoned technology executive with over two decades of experience leading hypergrowth startups and scaling innovative platforms from inception to large-scale operations. He is the founder and CEO of Nift, a commerce media and gifting platform, and previously founded Pursway, which helped major brands in retail, telecom, and finance expand their consumer reach. Pfeffer also served as a Fellow at Harvard University’s School of Engineering and holds a degree in Math and Computer Science from Tel Aviv University.
Article written by MarketScale.
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About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" -Jeffrey Roseman, Vice Chairman of Retail at Newmark "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." -Nate Frazier, Chief Operating Officer of GNC
