The launch of The Agentic Retail Media Council by Xnurta marks a significant step toward creating standardized evaluation frameworks for AI agents in the advertising sector. This initiative introduces the EVAL framework, which aims to improve transparency in assessing AI systems, thereby fostering trust and clarity in their application across retail media.
Xnurta's EVAL framework is the first designed specifically for retail media agents. It uses an open methodology to evaluate AI systems based on nearly 100 targeted questions across five key dimensions, including quality, explainability, and operational effectiveness. The council's establishment addresses a critical need in the industry, as noted by Xnurta's CEO, Kashif Zafar. He stated, "AI agents are already influencing optimization, recommendations, and campaign strategy across the retail media advertising ecosystem." Zafar highlighted the necessity of defining effective AI: "We want to take the black box and make it a glass box."
The council is not a solitary effort; it actively seeks participation from retail media operators, agency leaders, and independent commerce experts. This collaborative approach aims to ensure that the standards developed resonate with the broader advertising community's needs and insights. The initiative will produce various resources, including AI audit standards, industry scorecards for agentic advertising systems, and annual benchmark reports on the state of agentic advertising.
Future versions of the EVAL framework will be developed collaboratively, with plans to open-source the methodology for widespread industry adoption. This progressive move underscores Xnurta's commitment to building foundational infrastructure that promotes trust in AI technologies. Zafar expressed the hope that "EVAL frameworks will become foundational infrastructure for trust in AI."
As the advertising sector becomes increasingly shaped by AI, the establishment of such standards could have far-reaching consequences. The Agentic Retail Media Council provides a platform for collective input and innovation, positioning itself as a key player in defining effective and trustworthy AI in advertising. By encouraging collaboration, the initiative aims to create a more transparent and accountable environment for deploying AI agents in the retail media space.
The implications of this initiative extend beyond Xnurta, with the potential to impact the entire advertising industry. A standardized approach to evaluating AI agents could lead to greater consistency in practices and expectations, ultimately benefiting advertisers, agencies, and consumers alike. As the advertising sector evolves rapidly, clear evaluation standards may be essential for navigating the complexities of AI integration in marketing strategies moving forward.
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