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Rufus and Sparky Turn Amazon and Walmart Into Holiday Rivals | PYMNTS.com

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The retail industry is pulling every growth lever it can this holiday season. The question is whether those levers are enough.

Consumers remain contradictory. Retail earnings for the year’s final quarter show a consumer who is still spending but doing so in tighter, more income-constrained ways. They say they are anxious about inflation even as inflation has cooled compared to its peak. They report sensitivity to higher prices but still open their wallets for convenience, faster delivery and premium goods.

Retailers, caught inside this paradox, are responding with a host of artificial intelligence innovations and price-sensitive strategies. Walmart, for example, is reportedly considering an AI-driven shift to the way people shop by piloting advertisements inside its AI-powered shopping assistant, Sparky, a tool that until now has served purely as a convenience feature for customers.

The new ad format, dubbed “Sponsored Prompt,” injects branded content directly into the AI-driven shopping dialog. The move marks Walmart’s transition from viewing AI as a service enhancement to potentially treating it as a new frontier for retail media revenue and discovery-funnel optimization.

Walmart’s largest rival, Amazon, already launched its own AI-powered shopping assistant, Rufus, last year. On Nov. 18, Amazon introduced sponsored prompts of its own for Rufus.

“More than 250 million customers have used Rufus this year, with monthly average users up 149% and interactions up 210% over the past year,” Amazon said at the time of the announcement. “Customers who use it while shopping are over 60% more likely to make a purchase during that shopping trip.”

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Read also: Amazon and Walmart Race to Win Over a Cautious Consumer

From Browsing to AI-Led Commerce

The National Retail Federation expects shoppers to collectively spend more than $1 trillion during November and December, a year-over-year increase between 3.7% and 4.2%. Under normal circumstances, this would read as a comfortably optimistic forecast. But in 2025, normal circumstances feel like a relic.

Data from the October “New Reality Check: The Paycheck-to-Paycheck Report” by PYMNTS Intelligence found that 26% of consumers had difficulties paying their bills in September, the highest share in at least two years.

Walmart’s own third-quarter 2026 earnings results, released Nov. 20, showed that value remains the dominant force shaping consumer behavior, with shoppers increasingly using digital channels to find it.

While the retail landscape hems and haws over the question of whether shoppers will spend enough to rescue a sector that has been wobbling through a year of uneven consumer confidence, persistent supply chain friction and a macroeconomic backdrop that never quite stabilized, category leaders like Walmart and Amazon are increasingly operating under the assumption that the only certainty is the one you build yourself.

Both retailers are leaning on AI to build the future of retail, particularly as consumers continue to flock to where they see value. The technical mechanics of AI-assisted shopping reflect a deeper transformation in how commerce may work soon. In traditional eCommerce, shoppers scroll through product grids, apply filters, read reviews, add products to cart and buy.

With agentic AI, like Sparky and Rufus, the experience becomes conversational and contextual. Users ask natural language questions, and the AI interprets intent, offers personalized advice and executes purchases.

See also: AI Agents Are Moving to the Front of the Checkout Line

Competitive Pressure and the Race for AI-Driven Spend

Data from the “Prompt Economy™: When Bots Are the Customer,” a collaboration between PYMNTS Intelligence and Visa, revealed how the rise of agentic AI is redefining the fundamentals of digital commerce. As bots like Sparky and Rufus become digital concierges, merchants must make their data and policies readable by machines, not just people.

The architecture of retail media, product discovery and customer journey design is being reconfigured by the rise of AI agents. The familiar model of search bars, SEO, category pages, reviews and banners could give way to conversational flows, prompt-based interactions and real-time recommendations.

Brands, agencies and marketers may need to rethink how they target customers. Instead of optimizing for search keywords or display-ad conversions, they’ll need to design for intent-based dialogues, building brand presence not at the moment of visibility, but at the moment of relevance. Advertising budgets may migrate from traditional pay-per-click models toward investing in prompt placements, conversational hooks or sequence-based recommendations through AI agents.

For retailers, that may mean tight integration between product algorithms, inventory data, ad logic and fulfillment systems.

For all PYMNTS AI coverage, subscribe to the daily AI Newsletter.

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Speed Raises $8 Million to Expand Bitcoin and Stablecoin Payment Solutions | PYMNTS.com

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The company will use the new funding to build capacity, expand to new regions, develop more merchant tools, enable cross-border and creator payouts, and maintain reliability and compliance, it said in a Tuesday (Dec. 16) blog post.

Speed’s offerings include a global payment layer called Speed Merchant that is designed for merchants, platforms and payment systems and enables them to accept both Bitcoin and stablecoins, according to the post.

The company also offers a Lightning wallet called Speed Wallet that serves individuals and businesses and enables Bitcoin and stablecoin transfers, supports global payouts, offers local on- and off-ramps, and powers USDT transactions, the post said.

“We’ve always believed that Bitcoin and stablecoins can power everyday payments,” Speed CEO Niraj Patel said in the post. “That requires real infrastructure—fast, compliant and scalable. This investment validates that belief and accelerates our mission.”

Speed co-founder Jayneel Patel said in the post that the company aims to “solve real problems with technology.”

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“Speed started as a merchant solution and has grown into a global payment network,” Jayneel Patel said, adding the company is “ready to take the next leap.”

Stablecoin issuer Tether and venture fund ego death capital co-led the funding round, per the post.

Tether said in a Tuesday press release that its investment supports its strategy to support Bitcoin-aligned financial infrastructure and expand the utility of its USDT stablecoin in real-world payment environments.

“We support teams building practical infrastructure that reduces friction in payments and expands access to reliable settlement rails,” Tether CEO Paolo Ardoino said in the release.

Tether’s USDT stablecoin is the most traded cryptocurrency by volume around the world.

Adam Gebner, associate at ego death capital, said in a Tuesday blog post that Speed processed over $1.5 billion in payment volume over the past 12 months and serves more than 1.2 million users.

“By bridging Lightning and stablecoins in a single, compliant platform, Speed is positioning itself as foundational infrastructure for the Bitcoin and stablecoin economy, serving merchants, platforms and users across both developed and emerging markets,” Gebner said in the post.

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Databricks Targets $134 Billion Valuation in New Funding Round | PYMNTS.com

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Data analytics/artificial intelligence (AI) firm Databricks is reportedly raising $4 billion in a new funding round.

This Series L round would value the company at $134 billion, up 34% from its last session of funding during the summer, the Wall Street Journal (WSJ) reported Tuesday (Dec. 16).

Ali Ghodsi, Databricks’ co-founder and CEO, told the WSJ the company plans to use the new funding to invest in its core data-analytics products and AI software, while also letting its workers engage in secondary share sales.

The company, among the most valuable private firms in Silicon Valley, also plans to hire around 600 fresh college graduates in 2026, the CEO added, in addition to adding thousands of new jobs worldwide in Asia, Latin America and Europe. It also plans to hire AI researchers, who are typically paid top salaries, the WSJ added.

The report noted that Databricks has benefited from the AI boom, which relies partially on private corporate data to customize AI models. Databricks told the WSJ that its data-warehousing product, which can serve as an underlying data platform for AI services, surpassed a $1 billion revenue run rate at the end of October.

This year has seen Databricks ink deals with OpenAI and Anthropic to help sell AI services to business customers. Each of these partnerships are designed to push clients to develop AI agents, or independent bots that can carry out tasks on behalf of humans.

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The company’s new funding round comes three months after Databricks’ Series K round, which valued it more than $100 billion, up from $62 billion at the start of the year.

In other AI news, PYMNTS wrote earlier this week about The General Intelligence Company of New York, a start up developing agent-based systems designed to take over large portions of company operations.

“The company’s name deliberately evokes Gilded Age ambition, and founder Andrew Pignanelli told PYMNTS that the reference was intentional,” that report said. “He said he views AI as foundational infrastructure for the next era of company-building, much as railroads and industrial capital reshaped the United States economy more than a century ago.”

The company started by working backward from “the one-person billion-dollar business,” as Pignanelli termed it.

“We started at the end, the actual one-person billion-dollar company, and worked our way back and we were like, ‘What can we do today?’” he said.

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Apple App Store Fees Face Pressure From EU Developers | PYMNTS.com

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A collection of app developers and consumer groups want Europe to enforce laws against Apple.

The Coalition of App Fairness (CAF) on Monday (Dec. 15) issued an open letter to the European Commission (EC) accusing the tech giant of “persistent” non-compliance with Europe’s Digital Markets Act (DMA).

The letter follows findings from the EC that Apple had violated the DMA by keeping developers from directing users to alternative payment methods, fining the tech giant $588 million.

Apple in turn revised its terms for its app store to impose fees that ranged from from 13% for smaller businesses to up to 20% for App Store purchases. However, the CAF says Apple has not addressed what it calls a core issue: the company’s fees are preventing fair competition.

“The law says that gatekeepers like Apple must allow developers to offer and conduct transactions outside of the App Store free of charge,” the letter said. “However, Apple is now charging developers commission, fees of up to 20% for such transactions. This is a blatant disregard for the law with the potential to vanquish years of meaningful work by the Commission.”

The CAF also notes that Apple plans to introduce new terms and conditions for the App Store next month, and says it suspects the new terms will include fees that violate the DMA.

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“Apple cannot be permitted to exploit its gatekeeper position by holding the entire industry hostage,” the letter added.

PYMNTS has contacted Apple for comment but has not yet gotten a reply. The company had in September called on the commission to rethink the DMA, which was created to prevent market abuse by tech giants doing business in Europe.

“Over that time, it’s become clear that the DMA is leading to a worse experience for Apple users in the EU,” Apple wrote in a blog post. “It’s exposing them to new risks, and disrupting the simple, seamless way their Apple products work together. And as new technologies come out, our European users’ Apple products will only fall further behind.”

In its blog post, Apple argued the DMA requirements for allowing other app marketplaces and alternative payment systems don’t take into account the privacy and security standards of the App Store, putting customers at risk for being overcharged or scammed.

“The DMA also lets other companies request access to user data and core technologies of Apple products,” the company wrote. “Apple is required to meet almost every request, even if they create serious risks for our users.”

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