Xnurta, one of the premier agentic AI-powered retail media platforms serving brands, sellers, and agencies, has newly launched The Agentic Retail Media Council an industry new initiative to drive standardized evaluation setups for AI agents operating within the retail media and digital advertising space. The timing of this new tool couldn’t be better, as AI automations are emerging quickly and each decision made throughout retail media operations, campaign optimization and media buying is increasingly determined by a machine.
Yet, as adoption continues to grow, so too will new developments in transparency, accountability and system assessment.
Launching alongside the council is the Xnurta EVAL Framework, introduced as the first customer-facing evaluation model specifically designed for retail media AI agents. The framework leverages an open evaluation methodology to assess the performance and reliability of agentic AI systems using nearly 100 real-world retail media scenarios across five critical dimensions:
- Instruction Following
- Analysis Coverage
- Data Accuracy
- Reasoning Quality
- Recommendation Quality
The newly formed council is inviting participation from retail media professionals, agency executives, commerce media specialists, and advertising technology stakeholders to help shape industry-wide standards for evaluating AI-driven advertising systems.
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“AI agents are already influencing optimization, recommendations, and campaign strategy across the retail media advertising ecosystem,” said Kashif Zafar, CEO of Xnurta. “But the industry still lacks a shared definition of what ‘good AI’ actually means. We want to take the black box and make it a glass box. The Agentic Retail Media Council exists to help create that shared definition, one built by advertisers, agencies, operators, and the broader ecosystem together.”
Through collaborative development, the council plans to establish:
- Shared benchmark methodologies
- Open evaluation frameworks
- AI audit and evidence standards
- Industry scorecards for agentic advertising systems
- Annual State of Agentic Advertising benchmark reports
Xnurta also stated that future versions of its EVAL framework will be developed collaboratively with industry stakeholders and ultimately open-sourced to encourage broader adoption and transparency across the retail media ecosystem.
“We believe EVAL frameworks will become foundational infrastructure for trust in AI,” said Matt Yu, Product Manager at Xnurta. “The goal is not for one company to define the future of advertising AI. The goal is to create standards the entire industry can use to evaluate these systems consistently and transparently.”
In addition to the council launch, Xnurta unveiled significant upgrades to its retail media agent capabilities. The enhancements include advanced analytical workflows, AI optimization review systems, improved recommendation tooling, and deeper retail media diagnostic features designed to help advertisers make more informed campaign decisions.
The move reinforces the growing importance of explainable and measurable AI in retail media, as brands and agencies increasingly seek greater visibility into how automated advertising decisions are generated and executed.