Zitcha has appointed Alberto Vergara to the newly created role of head of data and AI.
Vergara will drive the unified retail media platform’s AI innovation program by implementing predictive analytics to anticipate consumer needs, developing AI-powered recommendation engines to better match brands with high-intent audiences, and creating autonomous optimisation tools that elevate campaign performance.
With more than 25 years of software engineering computer science and AI experience, Vergara joins Zitcha from Quantium, a global leader in data science and artificial intelligence, where he served as an engineering lead for over two years.
Troy Townsend, Zitcha CEO, said: “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.
“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.”
Vergara said: “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.”
Zitcha partners with Frasers Group’s ELEVATE
This comes after Zitcha announced its appointment by Frasers Group, behind major UK retailers such as Sports Direct, FLANNELS and FRASERS, to power its newly launched ELEVATE retail media network.
In line with Frasers vision of building the planet’s most admired and compelling brand ecosystem, ELEVATE empowers brand partners to reach shoppers at key moments across the Group’s physical and digital touchpoints, including in-store, online and off-site locations.
Michael Murray, Chief Executive Officer of Frasers Group, said: “ELEVATE marks a major step in achieving Frasers Group’s vision of building the planet’s most admired and compelling brand ecosystem, offering a significantly enhanced media proposition for brand partners – and this is just the beginning.
“We’re launching ELEVATE full scale, across Sports Direct, FLANNELS and FRASERS, and have big aspirations to expand this offering into further markets. This underscores our commitment to delivering unparalleled, personalised services to our global brand partners and our customers.”
Townsend, CEO at Zitcha, added: “Frasers Group is redefining what’s possible in omnichannel retail media, and we’re proud that Zitcha is powering this transformation. ELEVATE combines Frasers’ large physical and digital footprint with our platform’s adaptive, full-funnel capability, unlocking unparalleled opportunities for brand partners to connect with customers in meaningful, measurable ways.
“This launch also reflects Zitcha’s growing presence in the UK retail media market and follows our partnership with Ocado Retail, the UK’s fastest growing grocer, to launch Ocado Ads.”