Walmart Connect has announced it is to plunge headfirst into agentic support both for its shoppers and advertisers, following trials across 2025. In Sparky, Walmart’s search and discovery agent, advertisers will be able to reach customers during this crucial pre-purchase moment. With Marty, Walmart’s agentic advertising assistant, users can build, optimise and troubleshoot campaigns whatever their level of expertise.
Now in Beta for Sponsored Search campaigns, the assistant can provide clear answers and actionable recommendations via conversational chat, from bigging and keywords to billing, and includes personalised alerts. Advertisers can access four advanced research reports via chat: Change analysis, Account impression share of voice, Account keyword impression share of voice and Account category benchmark opportunity.
The advertising assistant will be available to all Sponsored Search advertisers in the Walmart Connect Ad Center in the later part of H1, with more enhanced capabilities rolling out during this period.
Walmart was also announced its partnership with Omnicom at CES Las Vegas which will help it integrate purchase data into influencer planning on Meta platforms, using real transaction history to identify which creators’ audiences are most likely to buy certain products.
