Now imagine walking into a store where every promotional sign you see is tailored just for you, recommending exactly what you need based on your past purchases and preferences. Now picture that level of personalization extending to your online shopping experience. This isn't a distant future scenario, but a present-day reality, thanks to the power of generative AI in retail media networks. Major players like Amazon, Microsoft, and Walmart are leading this transformation, showcasing the monumental shifts in enhancing operations and revolutionizing customer experiences. But what exactly is generative AI, and how is it being applied in retail media networks?