Retail: shops, marketplaces, product pages

An user had his agent compare the five models he had spotted on a merchant site, in a table; Instead of two hours of search, the order was placed in ten minutes.

A Dutch fashion shop built its return process with Sidekick, Shopify's IA assistant, rather than having it developed.

Fnac Darty started its transition to the scale of the AI generative by the catalogue: millions of sheets enriched per year since 2023, with a double-digit increase in the click rate on the better categorised sheets, then a search made more semantic.

At the Hyper Intermarket in Aubenas, the Smartway AI prescribes a discount, donation or withdrawal for each product on a short date: the publisher announces 36% less breakage in the first year, or 60,000 euros, and a preserved value increased from 30% to 65%.

On June 8, 2023, Carrefour launched Hopla, a chatbot based on GPT-4 and connected to the search engine of crossroads.fr: the customer can ask for a basket according to his budget, his food constraints or ideas for menus, including anti-squash.

In June 2023, Carrefour published more than 2,000 product sheets on crossroads.fr using the generic AI, with the stated ambition to extend the process to the entire brand catalogue.

ADEO (Leroy Merlin, Bricoman, Weldom, Saint Maclou) connected Gemini Flash to its PIM: Attribute coverage increased from 27% to 87%, the valid provider before posting.

Brevo salesmen ask a Dust agent: "the top 3 e-commerce customers to name"; The agent questions the CRM mirror (sector, size, usage) instead of 10–15 minutes of manual search.

At Snowleader (mountain sports equipment, 250 employees, more than 90% of online turnover), conversational agents have been responding since November 2025 to technical questions about a product, the status of a delivery or a return, in seconds.

Mathieu Delcourt, International Director of Brand and Media at Carrefour, commissioned by Prodigious the entire TV and digital production of the back-to-school campaign — including human beings, remaining human voices — tested among 450 people.

Mirakl has developed a native IA "Calog Transformer" that greatly accelerates catalogue boarding and reduces categorization errors, a critical point for marketplaces.

Podium has deployed Jerry, an agent who responds in less than a minute, captures requests and makes appointments for local businesses, including evenings and weekends, when no one is available.

Florian Brunet-Lecomte, head of Femat (insulation negotiation, Fematshop shop), had Claude produce the e-commerce quote form — content, icons, CSS, Formspree — in half a day, where a provider would have taken €2,000 and three weeks; The assistant also publishes the product sheets every week, via MCP Shopify.

Sandrine Mercier, head of engineering at Peaksys (Cdiscount's tech subsidiary, about twenty developers), asks Copilot, in Teams, for a summary of the key points of the missed conversations: within minutes, without rereading all the messages.

The same pole manager at Peaksys (Cdiscount) prepares the annual and quarterly interviews of his team with ChatGPT: plan of actions in table, formulation of objectives, based on the criteria and context provided, to focus on the exchange rather than the form.

At the business department of Laitik, employees start from the product sheet (milk, cream) and ask ChatGPT to turn it into benefits and then into user benefits – a more complex passage than the sheet itself.

Carrefour created an agent who learns from the history of his team's conversations "platform engineering" to answer questions already processed on its data platform, before extending it to other teams.

Since the summer of 2025, Leroy Merlin has been equipping its sales advisors with an agentic AI tool that analyses thousands of product sheets in seconds to answer technical questions, facing the customer.

Cdiscount deployed a generative AI chatbot available day and night, a semantic search engine and IA enrichment of 17 million product plugs.

Clarins has installed in 20 points of sale the AI Skin Observer, a mirror combining biophysical sensors and AI that measures up to 22 skin parameters to support the beauty counsellors' advice.

Crédit Mutuel Arkéa built its "Tybot" client chatbot on Tock, an open source conversational toolbox launched by SNCF, looking for answers from the customer knowledge base and product sheets.

The Redoute put into production in the fall of 2024 a conversational agent who deals with the frequent questions in the messaging of its application; the advisers then intervene in escalation.

In Albi, several shops in the city centre now create their own posts, menus, visuals and videos with the AI, sometimes instead of a community manager or agency.

Nancy A. Coulibaly, founder of Tendre Baiser in Montpellier, shares her drawings by hand and uses the AI to refine the lines and structure her product sheets, alone in her company.

Vincent Huché-Deniset, co-founder of Paradigm (second hand mode, integrated model), treats the plugs produced to stick to the experience of the new. The company relies on the general AI to automate detailed cards via image recognition.

Gaël Demenet, Global VP Data & Analytics at Decathlon, describes cases of GenAI passed to scale: automatic enrichment of product data sheets and taxonomy via LLM and image recognition, with human validation. Gains are first measured in efficiency, then in SEO and conversion.

Vincent Mazzucco, COO and IOC of Drawer.fr (e-shop of furniture and decor), connected the general AI to Akeneo to publish descriptions without recruiting an army of editors. The annual production of plugs increased from 1,500 to 2,500, or about 60% more efficiency.

The same Gaël Demenet lists other GenAI industrialised gestures at Decathlon: generation of SEO e-commerce content (web labels, product sheet footers) and multilingual translation, always with human validation. AI accelerates low-value tasks; it does not replace professional expertise.

Rami Chaari starts from an image exported from Revit, then works atmosphere, materials and textures in mnml.ai / Yanus.ai, without asking too much for his computer. Limit: one cannot yet paste exactly the chosen IKEA or Leroy Merlin cabinet.

Isabelle Serot, Data Manager of Cdiscount, describes about a million product sheets created each week. Since the end of the first half of 2023, pre-entry models (GPT-4 et al.) produce plugs via effective prompts, with human survey to detect hallucinations.

The same Vincent Mazzucco, at Drawer.fr, refuses the crude translation: "we do not describe a product in France as Germans or Spaniards can do". The signboard uses AI tools that generate text, not those that only translate, to internationalize the catalogue.

Mathieu Chapon, founder of Peak Ace, tells a customer who had to rewrite 200,000 product sheets. Training, customer verification, error rate (assisted by Gemini) and production: less than one week. The fine tuning avoids superlatives and capitals that a GPT assistant let pass.

Raphaël Beillevaire, head of digital marketing at Synchro Diffusion (Mobivia group: Norauto, Midas...), tested the AI to identify the anomalies of the sheets, not only generate text. Over a slippery month, all the files created had at least one anomaly, often minor (classification).

Clément Castelli, CEO of Réflex boutique (carrelages, parquet floors, online bathrooms), animates the photos produced by the AI (Synthesia, Opus Clip, Runway): pan, subtitles, CTA. An advisor brings the "why" of tile; The team publishes 30 to 40 videos per month instead of 2 or 3.

Thomas Métivier, CEO of Cdiscount, delivered production figures at the end of 2025: the generative AI recategorizes the records, in addition to the machine learning, and divides the error rate by two. "A product that is well categorized makes 30% more sales. Ten million references have already been retired.

Yoko Fujimoto-Sital, Senior Manager E-Commerce Trading at Karl Lagerfeld, has turned the creation of content produced into a hybrid model: GenAI d'Akeneo produces the text, a single writer fine tunes it. The brand announces +5% organic SEO traffic to product pages and +16% additions to cart.

Also at Cdiscount, automatic field matching by AI generative changes the gesture of the sales partner e-commerce: instead of spending hours integrating 80-90% of its catalogue, it will charge 100% in a few minutes, up to the product records. The brand aimed at one million euro of additional sales thanks to this comprehensiveness.

Ancelin Lacroix, Director of Digital Factory e-commerce and Carrefour customers, launched the Carrefour app in ChatGPT. The insignia remains the guarantor of the research: Ranking, product typology and display of stocks of the chosen drive. Permanent tests measure how LLM reacts to prompts.