New industry initiative releases industry-first EVAL framework and invites brands, agencies, and platforms to help further build a transparent evaluation systems for advertising AI
Xnurta, the leading agentic AI-powered retail media management platform for brands, sellers and agencies, announced the launch of The Agentic Retail Media Council, a new industry initiative designed to establish standardized frameworks for evaluating AI agents used across retail media and advertising.
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 council launches alongside the Xnurta EVAL Framework. It is the first customer-facing evaluation framework for retail media agents. It uses an open evaluation methodology designed to measure the quality, explainability, transparency, and operational effectiveness of agentic AI systems against nearly 100 real retail-media questions across five dimensions:
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- Instruction Following
- Analysis Coverage
- Data Accuracy
- Reasoning Quality
- Recommendation Quality
The initiative launches with a call for participation from retail media operators, agency leaders, and independent commerce media experts.
“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.”
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The council plans to collaboratively develop:
- Shared benchmark methodologies
- Open evaluation frameworks
- AI audit and evidence standards
- Industry scorecards for agentic advertising systems
- Annual State of Agentic Advertising benchmark reports
Future iterations of Xnurta’s EVAL framework will be developed collaboratively and ultimately open-sourced for industry-wide use.
“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.”
As part of the launch, Xnurta also announced a major update to its retail media agent capabilities, including enhanced analytical workflows, AI optimization review systems, recommendation tooling, and advanced retail media diagnostics.
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