Inside Mirakl's agentic commerce vision

December 1, 2025

Inside Mirakl’s agentic commerce vision

Mirakl is making AI a company-wide capability—powering faster workflows, stronger products, and the next wave of agent-driven commerce.

Mirakl powers marketplaces and retail media for leading retailers and brands globally. As AI capabilities advance, Mirakl has taken a distinct approach: AI isn’t just a tool for specialists—it’s a capability every employee is expected to build with.

We sat down with Adrien Nussenbaum, Co-founder & Co-CEO, and Anne-Claire Baschet, Chief Data & AI Officer, to hear how Mirakl is making AI core to both its products and the way its teams work.

“The initial vision was 100% of Mirakl workers use AI. We shifted a few months ago to 100% of Mirakl workers being builders of agents—for their individual purpose or to redefine workflows in their teams to bring more value to the user.”

Results at a glance

70% faster creation of internal technical documentation using ChatGPT Enterprise
37% efficiency improvement in customer support, while maintaining 96% customer satisfaction
91% faster catalog onboarding with Mirakl’s AI-native Catalog Transformer
~50% fewer categorisation errors, improving data quality and conversion
AI agents now operate 24/7 and in multiple languages, meeting global support expectations

Inside Mirakl’s rollout

Mirakl’s AI approach starts with a clear cultural direction: the company didn’t stop at “everyone uses AI.” Their vision evolved to “everyone builds with AI.” Employees aren’t just consuming outputs—they’re designing and owning the agents that change how work gets done in their teams. As Baschet puts it, “we are now about scaling value—identifying workflows that are cross-team or complex, and focusing leadership energy to make those happen.”

The product strategy mirrors this evolution. Mirakl moved from AI as assistance to AI acting on behalf of the user in clear, structured workflows—while keeping humans in control for judgment and nuance.This shows up across key workflows.

In internal documentation, Mirakl’s technical writers used ChatGPT Enterprise to dramatically accelerate the production of product documentation—reducing writing time by around 70% and improving consistency across teams.

In customer support, Mirakl built an agent that answers support questions using Mirakl’s documentation, improving efficiency by 37% while maintaining 96% satisfaction, and providing instant, multi-language support so staff can focus on higher-value issues.

And in catalog onboarding—the major breakthrough—the AI-native Catalog Transformer cut onboarding time by 91% and reduced categorisation errors by ~50%, enabling faster time-to-revenue and a higher-quality experience.

Leadership lessons from Mirakl

Start with your hardest, highest-value customer problems Meaningful value shows up fastest where the problem is big and widely felt.

Don’t wait for the technology to “mature” Build at the edge to learn faster than competitors.

Keep users in the driver’s seat Measure success by whether users trust the output as if they created it themselves.

AI success = problem + model + experience Value depends on all three working together.

Aim beyond incrementalism AI isn’t just an optimization play—set ambition at system-level, not feature-level.

“When you embrace AI, think about objectives—scale, timing, reach, impact—that are far greater than what you’re used to planning for.”

What’s next: Toward agent-driven commerce

Mirakl believes the next phase of commerce will involve agents acting on behalf of shoppers and merchants—spanning discovery, comparison, purchasing, delivery tracking, and after-sales workflows.

To enable this, Mirakl is developing Mirakl Nexus—infrastructure designed for agent-native commerce:

Supports multi-merchant baskets
Handles complex transaction flows
Integrates with retailer systems
Provides a scalable foundation for agent-driven shopping and service experiences

Mirakl’s role: provide the infrastructure, connections, and operational expertise retailers need to participate in this next wave of commerce—without rebuilding from scratch.