How Instacart Combines Video and AI to Boost Customer Engagement and Conversions
CANNES — Instacart has unveiled a suite of new advertising products at the Cannes Lions festival, expanding its retail media offering beyond search and display into full‑funnel marketing, including short‑form video and branded content collaboration.
The grocery delivery platform, which works with more than 2,200 retailers, introduced an “Ads Studio” that invites brands to collaborate on campaigns tied to specific cultural moments. The offering builds on Instacart’s Super Bowl push last year, which featured appearances from CPG mascots. Ideation, execution and measurement will be supported by Instacart’s first‑party data, bringing its retail media operation closer to its in‑house agency.
“We’re really hoping to get in conversations with brands before they even have fully arrived at a concept,” said Ali Miller, general manager of advertising at Instacart. “Let us ideate and come up with great concepts together.”
Short‑Form Video Feed
The platform also launched an “Immersive Feed” for short‑form vertical video within the Instacart app — similar to what one would find on TikTok, but with brands supplying videos lasting five to 30 seconds. Hellmann’s, Kettle & Fire, Rachael Ray Nutrish, and Siete Foods are piloting the format, which aims to drive discovery and transactions through recipe and product recommendation videos featuring add‑to‑cart capabilities.
“When you think about recipe content, product demonstrations, personal care content, beauty content — vertical video is the perfect format for this,” Miller said.
Instacart plans to expand the feed into organic content through partnerships and sponsored creator integrations.
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