Inside Mirakl's agentic commerce vision
📰 OpenAI News
Mirakl is making AI a company-wide capability, powering faster workflows and stronger products with an agentic commerce vision
Action Steps
- Identify key workflows that can be improved with AI
- Develop a clear cultural direction for AI adoption
- Provide employees with the tools and training to design and own AI agents
- Focus on scaling value by identifying cross-team and complex workflows
- Use AI to automate tasks and improve efficiency, while keeping humans in control for judgment and nuance
Who Needs to Know This
Product managers, software engineers, and data scientists can benefit from Mirakl's approach to AI adoption, as it enables them to build and own AI agents that improve workflows and customer experience
Key Insight
💡 AI should be a company-wide capability, not just a tool for specialists
Share This
💡 Mirakl's agentic commerce vision: 100% of employees build with AI, not just use it
Key Takeaways
Mirakl is making AI a company-wide capability, powering faster workflows and stronger products with an agentic commerce vision
Full Article
# Inside Mirakl’s agentic commerce vision | OpenAI
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Table of contents
* [Results at a glance](https://openai.com/index/mirakl#results-at-a-glance)
* [Inside Mirakl’s rollout](https://openai.com/index/mirakl#inside-mirakls-rollout)
* [Leadership lessons from Mirakl](https://openai.com/index/mirakl#leadership-lessons-from-mirakl)
* [What’s next: Toward agent-driven commerce](https://openai.com/index/mirakl#whats-next-toward-agent-driven-commerce)
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.
Share
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
* 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
[Skip to main content](https://openai.com/index/mirakl#main)
[](https://openai.com/)
* [Research](https://openai.com/research/index/)
* Products
* [Business](https://openai.com/business/)
* [Developers](https://openai.com/api/)
* [Company](https://openai.com/about/)
* [Foundation(opens in a new window)](https://openaifoundation.org/)
[Try ChatGPT(opens in a new window)](https://chatgpt.com/)
* Research
* Products
* Business
* Developers
* Company
* [Foundation(opens in a new window)](https://openaifoundation.org/)
[Try ChatGPT(opens in a new window)](https://chatgpt.com/)
OpenAI
Table of contents
* [Results at a glance](https://openai.com/index/mirakl#results-at-a-glance)
* [Inside Mirakl’s rollout](https://openai.com/index/mirakl#inside-mirakls-rollout)
* [Leadership lessons from Mirakl](https://openai.com/index/mirakl#leadership-lessons-from-mirakl)
* [What’s next: Toward agent-driven commerce](https://openai.com/index/mirakl#whats-next-toward-agent-driven-commerce)
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.
Share
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
* 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
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