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This story was originally published on sister site, Modern Retail.

As every brand and retailer grapples with the implications of artificial intelligence, they’re having to ask themselves tough questions about where they will and won’t use AI, and what their guiding principles are as they experiment with seemingly endless use cases.

E.l.f. Beauty’s guiding principle is simple, according to its chief digital officer, Ekta Chopra. People are its purpose and, therefore, even as it uses AI for more and more tasks, it will always keep humans in the loop. 

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It’s been more than a year since the ink dried on Walmart’s Vizio acquisition. At the IAB NewFronts last week, the retailer finally lifted the veil on what the deal means for advertisers — though marketers say its measurement and attribution capabilities remain a sticking point.

Walmart and Vizio are slated to roll out a unified account login enabling customers to use their Walmart accounts to access smart TV features. Though the timeline for the rollout is unclear. For marketers, it would mean the very thing they’ve wanted across the retail media landscape: closed-loop measurement.

Walmart provided potential advertisers some case examples: execs reported CTV campaigns running though Walmart Connect, its ad business, have already proven successful for advertisers with a median viewing rate of 44%, per a company news release. The retailer also pointed to coffee brand Café Bustelo’s campaign driving incremental household reach beyond linear TV and a new product placement integration with L’Oréal.

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