Inside Mirakl's agentic commerce vision

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. 

Leadership lessons from Mirakl

Don’t wait for the technology to “mature”
Build at the edge to learn faster than competitors.