Winning the shelf used to mean securing placement in store. Then it meant winning the endless digital shelf. Today, the shelf is much broader: it can be a store aisle, a search result, a product page, a sponsored placement, a streaming ad, or an AI-generated recommendation.

In this episode, Emma talks with Flywheel experts Michael Rogosa and Ythan Pratt about what it takes for brands to win across the physical, digital, and emerging AI shelf. They discuss why in-store and online strategies need to be connected, how physical shelf strategy is being reshaped by retail media, why digital shelf fundamentals still matter, and what changes when AI starts narrowing product discovery into a much smaller set of recommendations.