How Havas Media Network Is Redefining Retail Media by Integrating Skai into Converged.AI

Retail media has never been more complex. With the increase of channels to manage, data to interpret, and pressure to prove that every dollar spent is driving real growth, marketers are searching for a smarter way to work. Havas Media Network has answered that challenge with a landmark integration, bringing Skai’s leading AI-powered omnichannel platform for commerce media  directly into Converged.AI, the agency’s proprietary AI-powered operating system. 

The result is a first-of-its-kind, fully connected retail media workflow that takes clients from audience intelligence and media planning all the way through campaign activation and measurement, without ever leaving a single unified environment. 

CPG and retail brands are under enormous pressure right now. Margin compression, shifting consumer behavior driven by generative AI, and the growing complexity of omnichannel execution have made the old way of working unsustainable. Teams have historically been forced to toggle between disconnected platforms, stitch together data manually, and make critical decisions based on incomplete information. As a result, many marketers struggle to gain a unified view of performance, making it more difficult to optimize investments, measure impact, and drive ROI across channels. 

Skai was built to solve exactly that problem. As the leading AI-powered and omnichannel platform for commerce media, Skai unifies planning, activation, measurement, and retail operations in a single integrated system. Trusted by more than 8,000 brands and agencies globally, including PepsiCo, Estée Lauder, and Publicis, Skai connects with more than 300 publishers and retail media networks, including Amazon Ads, Walmart Connect, Google, and Meta. 

Now, that power is embedded directly inside Converged.AI 

The Havas and Skai partnership is a deep, technical integration that changes how Havas clients plan and execute retail media at every stage. 

Media plans built inside Converged.AI now automatically trigger forecasts and campaign setups in Skai, eliminating manual handoffs and duplicate data entry. Teams move from strategy to live campaigns faster than ever before. Skai’s proprietary data signals, including share of voice, shelf analytics, audience behavior, and category performance, flow directly into Converged.AI dashboards, giving planners a complete picture without switching between tools. The entire experience is delivered through a co-branded environment where clients work inside a familiar Havas interface backed by Skai’s retail media intelligence and execution engine. 

Critically, the integration also expands the inputs feeding the Havas Market Forecast model. By incorporating paid media metrics from Skai, the forecast now offers a more comprehensive view of growth potential, enabling better identification of real-time optimization opportunities and long-term visibility across all key marketplaces. 

“Retail media success today requires moving beyond siloed data and disconnected workflows,” said Molly Hop, Managing Partner at Havas Market North America. “By weaving Skai’s intelligence directly into Converged.AI, we are giving our clients a truly end-to-end view of their retail media performance. The integration streamlines the path from insight to execution, enabling teams to make faster, more informed decisions and drive stronger business outcomes.” 

The Intelligence Layer  

At the core of Skai’s platform is Celeste AI, a generative AI-powered marketing agent trained on Skai’s unique commerce data foundation. Celeste AI analyzes performance across publishers and channels, surfaces hidden growth opportunities, and guides decisions that drive measurable results. Clients using Celeste AI have seen efficiency gains of 30-50 percent alongside performance improvements of 10-20 percent. 

What makes this possible is Skai’s data architecture. Unlike platforms that rely on manual stitching across disconnected schemas, Skai normalizes data once and makes it available everywhere, from reporting and business intelligence to API connections and generative AI applications. Every publisher follows the same format, rules, and structure, so data speaks one language across channels, regions, and accounts. 

“Commerce media is entering a new era, and brands need solutions that can keep pace with its increasing complexity,” said David Sequeira, EVP for Global Holding Companies at Skai. “Our integration with Havas Media Network and Converged.AI delivers the connected, intelligent infrastructure modern retail media requires. By bringing together data, planning, and activation, we are helping brands make more informed decisions, unlock greater efficiency, and drive measurable growth.” 

Built for the Agentic Era 

The timing of this integration reflects a larger shift in how media is being planned and bought. Generative AI is transforming consumer journeys and reshaping how marketing teams operate internally. Brands that rely on fragmented point solutions will find themselves unable to keep pace. Platforms that unify data, automate routine decisions, and surface insights in real time will define competitive advantage going forward. 

Havas Media Network’s mission is to create desire, convert demand, and drive transformation for clients. Converged.AI is the operating system through which that mission is delivered, combining human ingenuity with machine precision to help brands grow. Skai’s integration deepens that capability significantly, adding one of the most connected retail media intelligence layers in the industry to an already powerful ecosystem. 

“What excites me most about this partnership is what it means for our clients at the planning stage,” said Hop. “We are no longer working with partial data or waiting for reports to come through from separate systems. The insight is right there when and where the team needs it, and that changes the quality of every decision that follows.” 

To learn more about the Havas and Skai integration and how Converged.AI is powering smarter retail media for brands, connect with Amanda Dyke, Managing Partner of Marketing & Communications, Havas Media Network North America, [email protected] .