BRAVE COMMERCE Scotts Miracle-Gro’s Matt Taylor on Navigating AI Search, Retail Media, and Real-Time Data
Nov 18, 2025
Matt Taylor, Vice President of Digital at Scotts Miracle-Gro, dives into how generative search is transforming the lawn and garden industry. He discusses the need for elevated content and digital experiences due to changing consumer expectations. Taylor highlights the strategic consolidation of digital and retail media for more efficient decision-making and explains how a machine-learning model leverages real-time data like weather and sales to optimize marketing investments. He also shares insights on the importance of patience and collaboration in building effective data science capabilities.
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Generative Search Raises The Bar
- Generative search elevates consumer expectations for simple, project-driven answers.
- Brands must rethink content and partnerships to appear in these new search surfaces.
Brands Must Match AI's Elevated Experience
- Branded digital experiences must match the simplified, elevated answers consumers get from AI.
- Brands should prioritize personalized, high-quality content to meet rising expectations.
Plan Brand And Retail Media Together
- Plan brand and retail media together so you can choose the right channel for each objective.
- Consolidating teams speeds full-funnel planning and improves measurement.