Walmart launches ads in Sparky and opens up new beta to Marty

Hosted byKaty Jordan•January 16, 2026

Walmart is officially embedding ads into Sparky, its AI shopping assistant, and launching Marty, a new automation tool for advertisers. Katy Jordan breaks down why these updates signal a massive shift in how Walmart monetizes first-party data and why brands need to treat AI discovery as premium inventory. In this video, we cover:

  • Sparky as Ad Inventory: How sponsored prompts now appear directly in conversational search.

  • The "Marty" Beta: What Walmart’s new AI assistant for advertisers can do for your bid strategies.

  • High-Intent Discovery: Why 81% of Sparky users make it a critical placement for conversion.

  • The Strategic Shift: How AI surfaces and automation are driving Walmart’s 33% YoY retail media growth.

If you are a brand investing in Walmart Connect, this is your roadmap to positioning your products in the new era of AI-driven discovery.

Katy Jordan

VP, Commerce

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