In this episode of Brave Commerce, hosts Rachel Tipograph and Sarah Hofstetter speak with Matt Taylor, vice president of digital at Scotts Miracle-Gro.

Matt shares how generative search is reshaping the Lawn & Garden category, raising expectations for content, partnerships, and digital experiences.

He explains why Scotts brought digital and retail media together under one leader and how his team built a machine-learning model that uses weather, point of sale, macroeconomic signals, and media data to guide in-season investment.

He also breaks down what it takes to align brand, sales, and media teams and why patience and iteration are essential when building data science capabilities.

Key takeaways:

Generative search is raising the bar for content, consumer experience, and measurement.

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