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Dive Brief:
Walmart is accelerating its Adaptive Retail strategy, aiming to combine generative AI, augmented reality and personalization to create immersive experiences in Walmart and Sam’s Club stores, apps and websites, the company said Wednesday.

The retailer has developed a series of LLMs called Wallaby and plans to use the technology to support customer-facing assistants and experiences. Walmart has trained Wallaby on decades of internal data, which lets it work with other LLMs to create responses that are highly tailored to the Walmart environment.

Walmart also created an AI-powered Content Decision Platform that tries to predict what customers want to see on its website to create unique homepages for every customer based on their interests. The updated website is expected to launch in the United States by the end of 2025.