Walmart Connect is Walmart's advertising business, and it uses AI to decide which ads to show which shoppers, automatically optimize how much advertisers pay per click, and help brands build and manage their campaigns through a conversational assistant. The platform grew 53% year-over-year in advertising revenue in the third quarter of fiscal year 2026.

Walmart Connect (formerly Walmart Media Group, rebranded in 2021) is one of the fastest-growing retail media networks in the U.S. At CES 2026 in January 2026, Walmart announced an AI advertising assistant called Marty — one of its four enterprise-wide "super agents" — that allows advertisers to build, optimize, and troubleshoot campaigns through a chat interface. Marty was in beta for Sponsored Search campaigns and can provide bidding, keyword, and billing recommendations. Walmart also began testing ads placed directly inside the Sparky shopping assistant in fall 2025. The December 2024 acquisition of Vizio for $2.2 billion extended Walmart Connect's reach to connected TV advertising.