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This story was first published by Digiday sibling Modern Retail.

Walmart’s first-party data platform for merchants and suppliers, Scintilla, is getting a big upgrade next year.

As part of first-party data and analytics division Walmart Data Ventures’ Inspire conference this week, the company announced several new Scintilla features coming next year, including access to marketplace data, customizable dashboards, custom alerts, a deeper version of its Marty agent for Scintilla, and a closer link between the Scintilla data platform and both the Scintilla In-Store supplier app and Walmart’s replenishment systems.

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This State of the Industry report, sponsored by Braze, explores how publishers are adapting their subscription, engagement and revenue strategies as AI reshapes how audiences discover and consume content.

Shifts in AI-driven search behavior are forcing publishers to rethink one of the foundations of their digital businesses: how they turn audience discovery into direct relationships and recurring revenue.

As AI-generated answers increasingly keep users on search platforms and within answer engines, publishers are already seeing fewer readers click through to their sites. Google traffic from organic search to more than 2,500 sites was down by a third globally last year, according to Chartbeat data cited in the Journalism and Technology Trends and Predictions 2026 report by the Reuters Institute for the Study of Journalism. Fewer opportunities to reach new audiences make it harder to acquire subscribers — and make the value of existing subscribers soar.

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