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.”
—Anne-Claire Baschet, Chief Data & AI Officer, Mirakl
#### Results at a glance
#### 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 problemsMeaningful 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 seatMeasure success by whether users trust the output as if they created it themselves.
AI success = problem + model + experienceValue depends on all three working together.
Aim beyond incrementalismAI 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.”
—Adrien Nussenbaum, Co-founder & Co-CEO
#### 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:
Mirakl’s role: provide the infrastructure, connections, and operational expertise retailers need to participate in this next wave of commerce—without rebuilding from scratch.
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