Shopping had changed, and Amazon owned most of the online loyalty—even though 170 million people already shopped Walmart every month. To shift that behavior, we needed to prove that Walmart was the easier choice across channels, one shopper at a time. We built a data-driven storytelling system that tailored each ad to an individual: modular scenes snapped together based on signals like family status, proximity to a store, current shopping needs, and past behavior, ultimately generating over a million personalized stories that felt human, not “programmatic.”