[August 13, 2026]

Xnurta Launches MCP for Retail Media, With AI-Powered Campaign Management Entering Beta the Same Day

Xnurta, the award-winning agentic AI-powered advertising platform, today announced the general availability of Xnurta MCP, a Model Context Protocol (MCP) server that connects Xnurta retail media data with AI assistants and enterprise AI platforms, including ChatGPT and Claude.

The launch is the first phase of a roadmap to move AI assistants from answering retail media questions to taking governed actions. Xnurta's first write capabilities, allowing AI assistants to make changes through Xnurta, enter closed beta alongside its read-only Data Query functionality.

Differentiations: Objective Context and Permission As Persistent Policy

As MCP becomes a standard interface for advertising platforms, connecting AI to advertising data is becoming table stakes. Most advertising APIs are organized around campaigns, ad groups, targets and keywords. AI can see those pieces, but does not inherently understand how they fit together around broader business goals.

Xnurta adds that context. Its platform organizes campaigns into managed groups, product lines and shared objectives that Xnurta MCP can understand. Instead of identifying every campaign tied to a product launch, an advertiser can ask how the launch s performing against its target. As write capabilities roll out, the AI will be able to make changes across that group as a single operation.

"Marketers are already moving more of their work into general-purpose AI assistants. We don't think they should have to move that work back into another interface to manage retail media," said Kashif Zafar, CEO of Xnurta. "Today, Xnurta MCP starts with answers. Increasingly, it will allow those assistants to take action within boundaries that advertisers control."

For advertisers already using AI for reporting and analysis, Xnurta MCP eliminates manual data exports. Customers can query advertising performance, business metrics, campaign structures, managed groups and product lines, along with a unified log of human and AI-initiated account activity.

As Xnurta expands MCP from analysis to execution, it is introducing action spaces: configurable boundaries that determine what an AI assistant can change. This establishes permissions as persistent policy rather than requiring approval of every AI-generated action.

The Roadmap Ahead

Xnurta has published closed beta and general availability dates for the three phases following Data Query:

• Phase 2, Managed Group Management: Create, update and delete managed groups, configure action spaces and schedule bulk operations. Closed beta August 11; generally available August 25.
• Phase 3, Campaign Bulk Operations: Bulk edits to bids, budgets, campaign states, negative keywords, keywords and targets. Closed beta September 8; generally available September 22.
• Phase 4, Campaign Creation and Recommendation Engine: Campaign creation from templates and AI-powered recommendations with apply. Closed beta October 13; generally available October 27.

Xnurta MCP is available to Xnurta customers now.

About Xnurta

Xnurta is the leading agentic AI-powered ad management platform for brands, sellers, and agencies. Its AI Copilot powers more than 2 million bidding decisions per day across Amazon and Walmart, while its AMC Hub helps brands understand their data through a drag-and-drop interface, no-code pre-built models, and custom audience creation. Xnurta is the only Amazon Advertising technology partner platform to win the Amazon Technology Innovation Award multiple years in a row. Thousands of brands and agencies trust Xnurta to power their eCommerce advertising, including Lenovo, Govee, Orolay, Greenworks, Jackery, Anker, and more.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260813360711/en/

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