Zitcha has appointed Alberto Vergara as its head of data and AI, a newly created position aimed at advancing the company's technological capabilities. Vergara joins Zitcha from Quantium, where he served as an engineering lead for over two years. His appointment marks a significant step in Zitcha's strategy to enhance its retail media platform through advanced data integration and artificial intelligence.

Zitcha, a unified retail media platform, says it is focused on leveraging data and AI to transform the retail media landscape. The company aims to move beyond traditional impression-based models to infrastructures driven by first-party data and specific goals. Vergara's role will involve leading Zitcha's AI innovation program, which will concentrate on predictive analytics, AI-powered recommendation engines, and autonomous optimisation tools.

According to Troy Townsend, CEO of Zitcha, "The retail media landscape is approaching an inflection point. Whilst current platforms focus on displaying ads to consumers, we're rapidly moving toward a world where AI agents are the primary shoppers, making purchasing decisions based on consumer preferences and goals. This shift requires retail media networks to evolve beyond traditional impression-based models to first-party data-driven, goal-oriented infrastructures."

Zitcha recently announced its appointment by Frasers Group to power its ELEVATE retail media network, further solidifying its presence in the global retail media sector. The company is headquartered in Australia and collaborates with major retailers, retail media networks (RMNs), and brands worldwide.

Townsend expressed confidence in Vergara's ability to drive Zitcha's growth in the AI-driven retail ecosystem. "At Zitcha, we're positioning ourselves at the forefront of this revolution, developing the architecture and capabilities that will thrive in an agent-mediated retail ecosystem. Alberto brings a rare combination of technical expertise, strategic vision and commercial understanding that’s critical to this next phase of growth," he said.

Vergara shared his enthusiasm for the new role and the potential of AI in transforming retail media. "Prior to AI integration, retail media was largely about placing the right message in front of consumers and hoping for conversion. It was a world of approximations, broad targeting, and delayed insights. What excites me most about joining Zitcha is the opportunity to transform how retail media operates at its core. The future of retail isn't just about better ads, it's about creating intelligent systems that understand consumer needs and facilitate better matches between products and people," Vergara said.

Zitcha's focus on AI and data-driven strategies reflects a broader trend in the industry, as companies seek to enhance consumer engagement and optimise advertising effectiveness through technological advancements.