Last year, Walmart launched Marty, an AI-driven super agent designed for sellers, suppliers, and advertisers, enhancing its Walmart Connect advertising platform. As 2026 unfolds, Walmart highlights Marty as an effective advertising assistant capable of optimizing campaigns for brands of all sizes. According to Walmart Connect’s Jan. 6 blog post, the user-friendly assistant simplifies campaign setup and offers guidance in plain language, facilitating the management of Sponsored Search campaigns. It provides real-time answers on bidding, keywords, and billing via conversational chat, with 97% of user queries being unique, indicating personalized usage. Scheduled to be available to all Sponsored Search advertisers, the assistant aims to evolve with enhanced capabilities. Additionally, Walmart’s Retail Media segment surged 33% year over year, reflecting its resilience amid cautious consumer spending and tightening advertising budgets. With a blend of first-party data and physical purchase behavior, Walmart Connect is well-positioned to lead in retail media.
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