Mar 3, 2026
Episode
18
Thomas Hill of HyperFinity, on AI Myths & Real Media Shifts & Decision Intelligence
Summary
Transcript
Guest Details
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AI is everywhere in retail, but very few teams are using it in the right way.
In this episode of the Retail is Detail podcast, Jamie Hamer sits down with Tom Hill, Co-Founder and Chief Commercial Officer of Hyperfinity, to unpack the biggest myths around AI, data and customer understanding. Tom explains why AI cannot replace strategy, why most retailers are asking the wrong questions of their data, and how decision intelligence only works when people, frameworks and technology come together.
The conversation goes deep into profit optimisation during inflation, loyalty as a true profit engine, why Google’s grip on retail media may be weakening, and how retailers can regain control through first party data, composable tech and smarter personalisation. A practical, honest discussion for retail leaders navigating AI, media spend and margin pressure right now.
About HyperFinity
HyperFinity is a decision intelligence platform for the retail sector, founded in Leeds in 2019. Its AI-powered tools help retailers make smarter decisions around customer loyalty, pricing, promotions, and retail media. Clients include Asda, Costa Coffee, and Card Factory. It won Customer Loyalty Provider of the Year at the 2025 RetailTech Breakthrough Awards.
Jamie Hamer
Host, Retail is Detail Podcast
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