Walmart Data Ventures adds AI features to Scintilla

Walmart Data Ventures is positioning Scintilla as more than a data-access tool. The release notes that while quality data remains critical, more data alone isn't enough, and the new features aim to make data work harder for suppliers. This builds on Scintilla's history: it was known as Walmart Luminate until a rebranding in 2025, and Scintilla In-Store launched in February as an offshoot focused on in-store visibility for supplier field representatives. Scintilla In-Store was formerly Volt, which Walmart acquired in 2022.

The broader context includes other companies rolling out AI tools for merchants. Google said Wednesday it added AI "performance insights" to its Merchant Center to help retailers see how brands and products are discovered on surfaces like AI Mode and AI Overviews. That suggests suppliers may soon face a choice among platforms offering AI-driven recommendations. For Walmart's suppliers, the value of Scintilla's new features will likely hinge on whether the alerts and conversational AI translate into actions they can take, and on how well the planned integration of first-party and Marketplace insights works when it arrives next year.