On January 6, 2026, Walmart Connect unveiled a robust AI strategy aimed at reshaping retail media advertising. The initiative features an advertising assistant in beta for Sponsored Search campaigns, leveraging conversational chat to assist brands in building, optimizing, and troubleshooting ads. This move comes amid rising competition from autonomous shopping systems and highlights Walmart’s commitment to compete effectively against giants like Amazon. The AI-powered assistant delivers tailored insights and recommendations based on unique user queries, streamlining campaign management.
Key tools include the Automated Creative Generator, which boasts an 80% reduction in creative production time, enabling brands of all sizes to create effective ads quickly. Walmart’s Sparky AI shopping assistant recorded an 81% adoption rate for product queries, demonstrating its utility in enhancing customer engagement. This strategy positions Walmart Connect as a leading player in the $52.44 billion U.S. retail media landscape, emphasizing the integration of AI to enhance customer relationships and advertising efficiency.
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