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Self-service agentic solution transforms existing product detail pages into compliant rich media modules, helping brands reduce content development time and improve conversion opportunities.
AdFury, an AI-native content and managed services partner for retail media and digital shelf operations, has launched a self-service, AI-powered rich media tool designed to help brands create enhanced product content for Walmart. The solution generates rich media directly from existing product detail pages (PDPs), enabling brands to expand product storytelling without extensive creative production or manual content development.
According to AdFury, the tool can reduce enhanced content development time by up to 75% and potentially increase product page conversions by up to 40%.
The solution addresses a common challenge for retail brands: creating engaging, below-the-fold content that helps shoppers evaluate products while managing the time, cost and technical requirements associated with retailer-specific content formats.
Automating Rich Media Content Creation
AdFury’s agentic tool retrieves existing imagery, product descriptions and attributes from a brand’s live product detail page and uses them to generate enhanced content. This reduces the need for additional creative production, development resources and manual file management.
The platform offers 10 pre-designed modules, including:
- Feature sets: Highlight key product benefits and specifications.
- Before-and-after content: Illustrate product results or differences.
- Frequently asked questions: Address common shopper queries.
- Comparison tables: Help consumers compare product features.
- Image carousels: Present multiple product images in a single interactive format.
- Interactive product tours and hotspots: Highlight specific product features through guided visual experiences.
The modules are designed to help brands communicate product information more effectively and support shoppers as they move toward a purchase decision.
Built for Walmart Content Requirements
Before submission, each module is validated against Walmart’s OmniSpec APIs and Item Spec 5.0 requirements. This validation process is intended to help brands meet retailer content specifications while reducing the manual work involved in preparing and reviewing rich media assets.
“Every retail brand knows it needs rich media to increase conversions from any PDP, especially Walmart, but it takes time and budget they don’t have,” said Eric Howerton, co-founder and chief growth officer of AdFury. He added that the tool gives brands a way to create and adapt product storytelling across seasons and channels in approximately 90 seconds, at a substantially lower cost than traditional production.
Helping Brands Scale Product Storytelling
The tool is designed to help brands, retailers and agency partners develop bottom-of-the-funnel content using existing creative assets. By extending hero imagery and product information into additional modules, teams can build more comprehensive product pages without commissioning entirely new content packages.
Toby Willse, chief media officer at AdFury, said the process previously could take clients weeks and require a separate budget. The new workflow allows teams to create and publish a set of compliant modules in a single afternoon, freeing resources for campaign planning and strategy.
Expansion to Additional Retailers
AdFury’s rich media tool is available for Walmart, with integrations for Amazon and other retailers in development. The company plans to extend the self-service workflow to additional retail platforms where brands and sellers manage their online product listings.
The launch expands AdFury’s retail media and digital shelf capabilities, using AI-driven automation to simplify content production and help brands deliver richer product experiences at scale.
