Affiliate marketing has outgrown its reputation as a channel built on coupons and cashback. Today, it's a diverse partnership ecosystem that brings together creators, editorial publishers, loyalty, shopping apps, technology partners and AI-driven discovery to help retailers connect with customers throughout the buying journey.

As consumers discover products across more touchpoints and AI reshapes how purchase decisions are made, retailers need growth strategies that are flexible, measurable and built for today's fragmented customer journey. Partnership marketing has evolved to meet that need, helping brands move beyond traditional publisher relationships to build ecosystems that drive acquisition, conversion and long-term growth.

In this session, Adam Weiss, President of North America at Awin, will explore why leading retailers are rethinking affiliate as more than a marketing channel. Through real-world examples and industry insights, he'll show how partnership marketing is evolving into a strategic growth engine, from trusted creators and publishers to technology partners that solve ecommerce challenges and help brands adapt to the future of retail. Attendees will leave with a new perspective on partnership marketing, practical ideas for building a more resilient partnership strategy, and a clearer understanding of why the retailers winning tomorrow are building ecosystems, not just channels.