Mirakl Ads democratizes retail media expertise by turning every user, advertiser or retailer, into a retail media expert through AI-powered expert advisor
Paris – June 22, 2026 — Mirakl, the operating system for intelligent commerce, today announced the launch of Business Agents, a conversational AI expert advisor embedded directly within the Mirakl Ads platform. Designed to serve both advertisers and retailers, Business Agents bring retail media performance within everyone's reach. Through a simple and guided conversation, every user, regardless of their technical knowledge, can save time, run more precise and effective optimizations, and make faster, better-informed decisions that directly improve operational efficiency and profitability.
Retail media has become one of the fastest-growing segments of digital advertising. Yet for many eCommerce businesses and their advertisers, the promise of performance remains difficult to unlock. For advertisers, managing campaigns, adjusting bids, and identifying growth opportunities requires demanding, day-to-day monitoring. For retailers and marketplace operators, setting the right floor prices for their ad inventory, knowing which new ad formats to prioritize, and spotting where demand can be grown takes time and expertise. On both sides, teams rarely have the time or the in-house resources to do this well, and these tasks remain highly time-consuming. Business Agents are built to bridge that gap, turning every user into a retail media expert through the power of AI, driving greater performance, precision, and profitability while reducing operational burden.
Integrated natively into the Mirakl Ads UI, these experts draw on both the user's own data and broader market trends to deliver personalized, context-aware recommendations at every stage of the workflow. They adapt to each profile and cover the full spectrum of retail media decisions:
For advertisers: budget allocation, product prioritization, and bid management to get the most out of every campaign.
For retailers: floor price optimization, ad inventory expansion, fill rate analysis, and keyword gap identification to maximize the value of their media assets.
Business Agents work in two ways. They answer users' questions on demand, and they proactively surface recommendations to improve performance. In both cases, they follow a “recommend and confirm” model: before taking any action, the agent presents the expected impact and asks for explicit user approval. Once approved, it applies the changes directly in the platform, combining the speed of AI automation with full human oversight.
What sets Business Agents apart is its dual positioning. While some retail media players have begun experimenting with AI-powered assistance for advertisers, we are the first solution to address both sides simultaneously. For advertisers, the agent maximizes sales and return on ad spend. For retailers, it focuses on yield management, surfacing untapped revenue opportunities and helping teams act on them without friction. This dual value is a first in the ad tech industry.
“We're not building a chatbot. We're putting a retail media expert into the hands of every advertiser and retailer. The Mirakl Business Agents analyze, decide, and execute, freeing teams to focus on strategy while performance runs at a speed and scale no human process can match. This is the shift from dashboards to execution,” said Octavie Gosselin, Vice President of Mirakl Ads.
Colin Lewis, Retail Media Works, said: “I believe in democratizing access to knowledge and expertise, helping everyone make more informed decisions without years of technical experience. That's what makes AI so exciting to me. Mirakl Ads' Business Agents are a key step in that direction: instead of requiring specialist knowledge that creates barriers for brands and retailers, they bring expert-level retail media guidance straight into the workflow, for a more accessible AND more effective retail media ecosystem.”
Business Agents will be generally available on Mirakl Ads starting in the second half of 2026. This innovation reflects Mirakl's ongoing commitment to making retail media a high-performance, accessible revenue driver for every operator and brand in its ecosystem.
About Mirakl
Founded in 2012, Mirakl has been at the forefront of marketplace innovation, empowering every business to compete in the platform economy.
Today, Mirakl’s operating system combines an enterprise marketplace solution (Mirakl Platform) that enables retailers and B2B organizations to launch, scale, and operate marketplaces and dropship, AI-powered multichannel selling (Mirakl Connect), retail media (Mirakl Ads) and an agentic commerce infrastructure (Mirakl Nexus).
With dual headquarters in Boston and Paris, Mirakl helps a global ecosystem of 450+ marketplaces (B2C and B2B) and a network of over 100k third-party marketplace sellers. Brands like Macy's, Decathlon, Carrefour, Asos, and Airbus Helicopters use Mirakl to grow their businesses in new and remarkable ways. Contact: press@mirakl.com