Dollar General Corp. is expanding its retail media capabilities through a new partnership with QSIC to launch an AI-enabled in-store audio network.
The rollout will cover about 6,000 stores across 48 states, doubling the retailer’s existing audio footprint to 12,000 locations by the second quarter of 2026.
The platform utilizes artificial intelligence to integrate point-of-sale data with curated music and AI-generated advertisements. This allows for localized, real-time messaging tailored to specific store environments, providing brand partners with data-driven advertising and improved performance measurement.
“At DG Media Network, we’re constantly looking for innovative ways to help brands meaningfully connect with our customers, and by introducing an AI-powered in-store audio network, we’re unlocking an entirely new layer of relevancy and accountability in the shopping experience,” said Austin Leonard, VP and general manager of DG Media Network.
“This platform allows us to deliver localized, real-time messaging at scale across the thousands of communities we serve – especially in underserved and often overlooked rural areas.”
The initiative targets the roughly 85 percent of retail transactions that occur in physical stores. By leveraging QSIC technology, the DG Media Network can provide closed-loop reporting and ad verification, connecting marketing investments directly to sales outcomes at the point of purchase.
“Physical locations remain the most valuable media channel,” explained Matt Elsley, co-founder and CEO of QSIC. “Our platform unlocks new value through intelligent automation, verified delivery and performance data that connects marketing investment to real-world results.”
The expansion follows other pilot programs that indicated audio messaging could drive incremental return on ad spend and sales. Dollar General operates more than 20,000 stores nationwide, with roughly 75 percent of the U.S. population living within five miles of a location.
“This is a powerful way to create value for our brand partners while enhancing the in-store experience for the millions of customers who rely on Dollar General every day,” Leonard added. “The messaging is designed to add value, not noise, to the shopping trip.”
Goodlettsville, Tennessee-based Dollar General recently reported 2025 net sales of about $40 billion. The company continues to prioritize digital initiatives and its media network as primary growth levers.
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