“For years, the focus in retail has been on accessing more — and better — data,” Walmart Data Ventures said in the release. “While quality data remains critical, more data alone isn’t enough. The opportunity now is to make that data work harder.”
Upcoming additions to Scintilla include personalized experiences and custom alerts that will surface changes and opportunities that are important to the user, and conversational AI that will help users uncover drivers of performance, explore business questions and create customer dashboards to monitor their choice of insights, according to the release.
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In addition, next year, Scintilla will bring together in one place insights from both first-party and Marketplace operations, giving brands that operate across both models a more complete view of their Walmart.com business, the release said.
In Scintilla In-Store, AI-powered recommendations will help supplier field representatives see what needs attention and take action, per the release.
“By bringing together quality data, powerful technology and human expertise, Scintilla can help Walmart and its suppliers unlock new opportunities for growth and create better experiences for customers,” Walmart Data Ventures said in the release.
The integrated insights ecosystem now known as Scintilla was named Walmart Luminate before its rebranding in 2025. When announcing the planned name change in October 2024, Walmart Data Ventures said it would be expanding to new markets and banners across Walmart’s global enterprise.
Walmart Data Ventures introduced Scintilla In-Store in February, describing it as a new data insights platform for Walmart’s retail suppliers and an offshoot of the Scintilla platform. Scintilla In-Store was formerly known as Volt, before being acquired by Walmart in 2022, and it is designed to give retailers’ field representatives greater in-store visibility.
Other companies are also rolling out AI tools for merchants.
Google said Wednesday that it added AI “performance insights“ to its Merchant Center to give retailers a clearer picture of how their brands and products are being discovered on surfaces like AI Mode and AI Overviews and to help them increase discoverability.
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