• by Laurie Sullivan , Staff Writer @lauriesullivan, March 6, 2025

Retail media relies on massive amounts of data -- the perfect food to feed AI agentic models that learn from large language models (LLM).

Jivox, which focuses on generative commerce marketing, built an agentic creative compliance tool to crosscheck ads and released it into the general market this week.

It uses advanced AI automation to reduce delays caused by creative approvals in retail media ads, but the tool could be used in other media as well.

Diaz Nesamoney, Jivox CEO, said the Creative Compliance Checker is trained in general on what the ads should look like, and then considers a brand’s requirements — in terms of specific guidelines.

The technology reads through the guidelines like a human, and then scans the creative, crosschecking the details. It generates a detailed report based on elements of the ad such as logos and fonts, assigns a score and provides input on how to fix the ad.

“We set up a labs team in engineering when we realized how much AI could influence and solve thorny problems,” Nesamoney said, adding that the team experiments with various AI technologies and challenges.

The tool is powered by an agentic AI workflow that incorporates Retrieval-Augmented Generation (RAG). Compliance rules, guidelines and ad specifications can be uploaded to the compliance checker in plain English text.

This capability is a new addition to Jivox IQ DaVinci, a platform that enables retailers and advertisers to generate creatives and activate retail media campaigns using pre-approved templates to ensure creative compliance from the start.

If it can crosscheck creative compliance, it could also verify media buys. Agentic also will emerge as one of the most versatile technologies for consumers to search across marketplaces and companies connected to retail media networks, from Amazon to Walmart.

These companies have created networks that enable consumers to purchase products outside of their immediate marketplace, which gives consumers access to many more brands.