Powering the future of AI commerce: How Mirakl is accelerating the agentic era
A new chapter is unfolding in commerce — one shaped by AI, fueled by innovation and driven by those reimagining how products are bought and sold. At the 2025 Mirakl Summit in New York City, industry leaders convened to explore the next wave of marketplace growth, with AI taking center stage.
In a conversation with Omni Talk Retail, Mirakl Chief Data and AI Officer Anne-Claire Baschet pulled back the curtain on how AI is reshaping the industry and how Mirakl is not only investing in AI innovation, but embedding it where it drives the most value.
Building AI that solves real problems
Baschet emphasized that AI’s value lies in solving everyday challenges, not simply keeping up with trends.
“My role is to help our customers identify where AI creates value and integrate it seamlessly into their workflows, whether for sellers, operators or across 1P and 3P models,” she explained.
That same philosophy is applied internally.
According to Baschet, 91% of Mirakl employees now use AI in their day-to-day work, and nearly one-third have built their own agents.
These tools range from simple automations to solutions that streamline complex tasks. This hands-on adoption helps reduce uncertainty around AI and empowers teams to work more efficiently and creatively.
AI that operates behind the scenes
Mirakl’s AI capabilities are helping remove friction from some of the most complex and time-consuming areas of marketplace operations, particularly product catalog onboarding and enrichment.
To tackle these challenges, Mirakl developed Catalog Transformer, an AI-powered tool that automates key tasks such as product categorization, attribute mapping and taxonomy alignment.
By eliminating manual bottlenecks, Catalog Transformer enables faster, more scalable seller onboarding while ensuring product data remains clean, consistent and optimized for discovery.
“Problems that once felt overwhelming are now being resolved quickly with AI,” Baschet noted. “That’s when the real impact becomes clear.”
Embracing the agentic commerce era
Looking ahead, Baschet sees “agentic commerce” as the most transformative trend on the horizon. In this emerging model, AI agents, rather than consumers, will increasingly interact with digital platforms, search for products and make purchasing decisions.
To support this evolution, Mirakl is investing in commerce-specific AI models, fine-tuned to outperform general-purpose tools on retail-centric tasks. This includes improving the speed and accuracy of product data enrichment and enabling more dynamic search experiences.
A critical part of this strategy is the adoption of multimodal capabilities, which combine both image and text data.
“If a product description says ‘blue dress’ but the shopper is searching for ‘dark blue,’ the AI agent can interpret that through the product image,” she noted. “High-quality visuals are becoming just as important as detailed copy.”
This blend of data sources is improving precision and relevance, especially as search queries grow more context-rich and personalized.
As consumers adopt new ways to express their intent, whether through agents, conversational interfaces or more visual search inputs, the ability to serve relevant, structured and high-quality content will become a key competitive advantage.
Transforming retail media and product discovery
Beyond catalogs, AI is reshaping how retailers approach media and search. With more advanced targeting capabilities, advertising operations are becoming more efficient, allowing retailers to unlock new revenue streams and better integrate third-party sellers into their campaigns.
Simultaneously, the pathways for product discovery are shifting. Search behavior is evolving, and traditional routes to visibility, like brand recognition or paid placement, are no longer guaranteed. Intelligent discovery is now being mediated by new technologies, where product relevance and content quality carry more weight than ever.
“For years, brands have invested heavily in awareness. Now, discovery may happen in environments where visibility isn’t guaranteed,” Baschet said. “But that also opens the door to entirely new strategies for reaching customers.”
Retailers and sellers alike must adapt by ensuring product data is not just complete, but context-aware and optimized for discovery across emerging digital environments.
From innovation to execution
Baschet’s perspective on AI is deeply rooted in execution. She notes that, at Mirakl, innovation isn't just about experimenting with what's possible, but about building scalable tools that address the operational pain points which hold back businesses.
As the industry enters the next era of commerce, success will depend on digital readiness and the ability to integrate intelligent systems that drive measurable value from day one. This shift isn’t theoretical or far off — it’s already reshaping the way businesses operate.
Learn more about agentic commerce and what it means for the future of online buying, here.
