Walmart Launches AI Features for Its Media Network
Walmart enhances Walmart Connect with AI, including the Marty assistant, to simplify advertising and improve advertiser insights.
Walmart has recently introduced new artificial intelligence (AI) features within its media network, Walmart Connect, aimed at making the management of advertising campaigns simpler and more efficient. These updates include a conversational assistant named Marty, designed for sponsored search campaigns.
New Solutions to Optimize Advertising Campaigns
In a post published on January 6 on the official Walmart Connect blog, Khurrum Malik, Vice President of Commercial Marketing and Products at Walmart Connect, explained that these tools are intended to simplify campaign management and provide more accurate performance analytics. "We are building the future of retail media powered by AI - a future that is smarter, more connected, and more accountable than ever, supported by our unmatched omnichannel scale, solutions, and signals," he stated. "For advertisers, this means campaigns that adapt more quickly, operate more intelligently, and prove their results with greater certainty."
With these new technologies, Walmart is also introducing detailed reporting that includes change analytics and various benchmarks on impression shares. These features aim to provide advertisers with personalized recommendations and specific alerts through a conversational interface.
The Marty Assistant in Pilot Phase
The AI assistant named Marty, already known as a "super agent" at Walmart, is currently being tested for sponsored search campaigns. This tool allows advertisers to ask questions in natural language about topics such as bidding, keywords, or billing, while receiving tailored recommendations. According to Malik, "97% of queries so far have been unique," highlighting a highly personalized usage by advertisers.
Marty will be gradually rolled out to all advertisers using sponsored search campaigns throughout this year. Additional features are also planned to enhance its impact in the future.
An Omnichannel Strategy Enhanced by AI
Meanwhile, Walmart is exploring new ways to integrate advertising into its AI-assisted shopping experiences. Its virtual assistant Sparky, tested since fall 2025, plays a key role in this strategy. An internal survey conducted in August 2025 revealed that 81% of Walmart customers used Sparky to check product availability or consult specifications before purchasing. Malik noted, "Search remains the most popular entry point. But as customers adopt these new shopping behaviors - as with all new touchpoints - we are exploring ways to help brands continue to meet customer expectations."
Additionally, Walmart is using generative AI to accelerate the production of creative content dedicated to advertising campaigns. The Automated Creative Generator tool, for example, has reduced content production time by up to 80% between August and October 2025, according to Walmart's internal data.
Growing Competition in Retail Media
As the retail media market continues to grow, Walmart is ramping up its efforts to compete with major players like Amazon. In 2026, U.S. advertisers are expected to spend $69.33 billion on retail media networks, up from $58.79 billion in 2025. Of the additional $10.53 billion in expected spending, $9.42 billion is projected to be split between Amazon Ads and Walmart Connect, with Amazon accounting for over 75% of this expanding market.
Finally, Walmart is also betting on connected television (CTV) to boost its advertising revenue. Since its acquisition of Vizio in December 2024 for $2.2 billion, the company has expanded its advertising footprint in this segment. In the third fiscal quarter of 2026, Walmart reported a 53% increase in its global advertising revenue compared to the previous year, partly due to Vizio. In the U.S., advertising revenue, excluding Vizio, increased by 33%, driven by online ads, mobile app ads, and in-store screens.
With tools like Marty and Sparky, along with its advancements in generative AI, Walmart is positioning itself as a key player in the future of retail media, seeking to meet the needs of advertisers while capturing an increasing share of this booming market.
Geoffrey G.
