Live from CES 2026 with Walmart Connect's Khurrum Malik

The CPG Guys are joined in this episode by Khurrum Malik, VP of Business and Customer Marketing at Walmart Connect, the retail media arm of Walmart Inc.

The episode was recorded in the Walmart Connect Studio in the Aria Resort.

Follow Khurrum on LinkedIn at: https://www.linkedin.com/in/malik/
Follow Walmart Connect on LinkedIn at: https://www.linkedin.com/company/walmart-connect/
Follow Walmart Connect online at: http://walmartconnect.com

Khurrum answers these questions:

1. You’ve recently taken on an expanded role overseeing business and product communications at Walmart Connect. How has that broader remit shaped the way you think about telling the Walmart Connect story today?
2. WMC has evolved quickly over the last few years. For listeners who still associate retail media mainly with lower-funnel ads, what’s the biggest misconception you’re trying to correct?
3. AI is reshaping nearly every part of the marketing stack. From your perspective, what does AI-powered retail media actually mean—and what does it enable that wasn’t possible even a year or two ago?
4. As WMC makes announcements in this space, what problems are you most focused on solving for advertisers with AI—efficiency, effectiveness, measurement, or something else?
5. Looking ahead, how do you see AI changing the role of the marketer as retail media becomes more central to the media mix?
6. From a marketing leader’s vantage point, what are the biggest challenges CMOs are staring down as we approach 2026?
7. Many CMOs are under pressure to do more with less—fewer partners, tighter budgets, higher accountability. Where does retail media uniquely help address those pressures?
8. How do you think retail media’s role in the media plan will shift over the next 18–24 months—especially relative to traditional digital and linear channels?
9. Since joining, you’ve led a brand refresh and new narrative for Walmart Connect, simplifying the story into two buckets: brand and performance. Why was that distinction so important, and how does it help advertisers better navigate the platform?
10. You’ve compared this moment to a bit of a “Who Knew?” campaign—what are the most surprising capabilities of Walmart Connect that brands still don’t fully appreciate?
11. If you were advising a CMO or media leader today, what’s one thing they should start doing now to be ready for where retail media is headed by 2026?
12. When you think about the next chapter for WMC, what excites you most about what’s coming—and what should our listeners be watching closely?

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