Author: Sara Guaglione

This year, TechRadar publisher Future wants to win the AI visibility game.

Future — which also owns U.S. titles including Tom’s Guide, Who What Wear, Marie Claire, and Ideal Home in the U.K. — rolled out a proprietary AI visibility tool called Future Optic. So far, the tool, launched in beta in November, has increased the volume of mentions and citations in AI search engines like Google’s AI Overviews and OpenAI’s ChatGPT, improving the brand visibility of its titles, the publisher claims, without providing specific figures.

Future is also selling it as part of branded content packages to brand clients to boost AI summary citations.

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Walmart is going all in on artificial intelligence and agentic technologies for its ad platform. What was a retail media arms race has morphed into an agentic AI race so far this year, and Walmart seems to be taking aim at Amazon’s ad business.

On Tuesday, Walmart execs said they would put ads in Sparky, its AI shopping agent, as well as provide generative AI-powered performance insights and creative. There’s also Marty, Walmart’s agentic advertising assistant, in beta for sponsored search campaigns to help with billing and bidding, with plans to make it available widely later this year. The announcements come on the heels of Walmart’s tests last year with Sparky and Marty.

It’s a play out of Amazon Ad’s playbook with Rufus, which began running ads in 2024, according to commerce execs. At last year’s unBoxed conference, Amazon rolled out agentic AI tools that can generate creative, build campaigns, recommend targeting and write Amazon Marketing Cloud queries using natural language, as Digiday previously reported.

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