Category: In the News

This story was first published by Digiday sibling Modern Retail.

Walmart plans to launch several AI tools for Scintilla, its first-party data platform for suppliers and merchants (previously known as Walmart Luminate before rebranding this year).

These announcements come as Walmart Data Ventures — the division of Walmart created about five years ago to capitalize on its customer and inventory data — this week is holding Inspire, a conference in Arkansas for suppliers and merchants with an estimated 1,500 attendees. The platform’s data aims to identify the points of conversion for brands, physically and digitally. They range from store and supply chain data to customer data on shopping behaviors and perception.

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AI platforms like OpenAI’s ChatGPT and Anthropic’s Claude account for a single-digit percentage of Forbes’ monthly referral traffic. That’s nowhere near enough traffic to offset the 40% year-over-year decline in search referral traffic Forbes has seen this year, but the AI platforms are providing something more valuable than simple pageviews. 

Forbes is also able to access data related to the AI referral traffic — such as the prompts that led to a Forbes article being cited in an AI answer — and is using that information to create audience cohorts of the people coming to its site from AI platforms.

“Semrush and Similarweb have introduced pretty good tools that give you information like, what are the prompts that are leading to your content, how much traffic are you getting from them,” said Forbes chief innovation officer Nina Gould on stage at the Digiday Publishing Summit Europe in Lisbon, Portugal, on Oct. 29. She noted that this data isn’t available from all AI platforms, specifically citing Google’s AI Mode as a black box because the referral data from Google’s ChatGPT-style search experience is indistinguishable from traditional search referral data.

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