The AI Content Playbook: How High-Performing Supplier Teams Are Rebuilding Their Creative Engine

Everyone in that room had prompted an AI. Almost nobody had changed the process the prompt sits inside. That gap is the whole AI content conversation right now.

Josh Bruns, VP of Digital Business Development at GenesisX, moderates a Winning With Walmart panel at the Supplier Community EXCHANGE! with three people looking at AI content from three different chairs: Caylee Kitterman (Omnichannel Marketing Manager, Dreyer’s Grand Ice Cream), Jeff Griffin (VP of Strategic Accounts, Nfinite), and Charles Greathouse (former Walmart buyer, Greathouse Retail).

One of them says he hits “not interested” the second he realizes a video was made by AI.

One of them shipped an AI video into Sam’s Club anyway and watched it carry a launch through the off-season.

Both are right, and the reason why is the useful part.

In this conversation, you’ll learn:

• Why merchants are now vibe-coding the dashboards they run their business on, and what that pace means for the supplier on the other side of the desk
• The three metrics your merchant is measured on, and why not knowing them turns every good idea into friction
• How an ice cream brand got AI-animated characters past legal and brand without losing shopper trust, and the order those two conversations should happen in
• Which driver of digital sales lift marketers underrate the most, and how far off the industry’s guess actually is
• What happens the Monday a category changes its image requirements and nobody tells you
• Why manual visual QA stopped being possible somewhere north of a hundred items, and what replaces it
• The document Walmart already published that will make your internal AI case for you
• Why SEO, AEO, and GEO are three different jobs, and which one decides whether an agent recommends you at all

Rather than treating AI as a way to make your existing content process faster, this conversation reframes it as a reason to rebuild that process: what a high-performing supplier team decides to build, what it buys, and what it stops doing altogether.

Winning With Walmart

Winning With Walmart is an independent platform for suppliers, sellers, solution providers, and industry experts.

Articles are developed by staff editors, contributing experts, and trusted partners.

Some are researched and drafted with the assistance of AI tools and are reviewed, fact-checked, and edited by Winning With Walmart editors before publication.

Editorial judgment, sourcing decisions, and final approval rest with the publication's human editors in every case.

We are committed to accuracy and fairness. If you believe this article contains an error, we welcome your feedback.