Xnurta has announced the general availability of Xnurta MCP, a Model Context Protocol 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 launches MCP server for retail media data with ChatGPT and Claude.
Write capabilities entering closed beta alongside read-only Data Query.
Organizes campaigns into managed groups and product lines for AI context.
Introduces action spaces as configurable boundaries for AI permissions.
Roadmap includes Managed Group Management, Bulk Operations, and Campaign Creation.
Xnurta powers 2M+ bidding decisions daily across Amazon and Walmart.
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 by organizing 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 is performing against its target.
Xnurta's first write capabilities, allowing AI assistants to make changes through Xnurta, enter closed beta alongside its read-only Data Query functionality. 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 includes Phase 2 Managed Group Management (August), Phase 3 Campaign Bulk Operations (September), and Phase 4 Campaign Creation and Recommendation Engine (October).
"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."
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.
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