Help shoppers.
Respect their privacy.
AI agents for online retailers: shopping assistants, customer service, product content and returns, built for European privacy and consumer law.
The rules you work under.
The regulations that shape an AI system in e-commerce. A summary for orientation, not legal advice.
| Regulation | What it means for an AI system |
|---|---|
| GDPRRegulation (EU) 2016/679 | Personalisation and profiling need a lawful basis, and customers can object to direct marketing, including profiling for it, at any time. |
| ePrivacy DirectiveDirective 2002/58/EC, Article 5(3) | Storing or reading information on a customer’s device, such as tracking cookies, needs consent unless it is strictly necessary for the service they asked for. |
| Unfair Commercial Practices DirectiveDirective 2005/29/EC | Commercial communication must not mislead or pressure people. A shopping assistant has to be accurate on price, availability and features, and must not use aggressive sales tactics. |
| Digital Services ActRegulation (EU) 2022/2065 | Marketplaces and other online platforms must explain the main parameters of their recommender systems in their terms. |
| European Accessibility ActDirective (EU) 2019/882 | E-commerce services must be accessible since 28 June 2025, including the interfaces customers use to shop and get support. |
| EU AI Act, Article 50Regulation (EU) 2024/1689 | Since 2 August 2026, a shopping or service assistant must tell customers they are talking to an AI. |
Agents we’d build for you.
ExamplesIllustrative starting points. Each one keeps a person in charge of the decisions that matter.
Shopping assistant
Answers product questions from your catalogue, compares options and checks stock, and says plainly that it is an AI.
Customer service agent
Handles order status, delivery and returns questions, and hands over to your team for complaints or anything unusual.
Product content
Drafts and translates product descriptions from your specifications for a person to review before anything is published.
Returns triage
Checks a return against your policy and the order, prepares the outcome, and leaves refunds above a threshold to a person.
Catalogue clean-up
Normalises attributes, fills gaps from supplier sheets and flags conflicts across your product data.
Shopping assistants must say they are AI.
Article 50 has applied since 2 August 2026: customers must be told when they are talking to an AI system. Product recommendations and search are not on the Annex III high-risk list.
Check where your system fallsCommon questions.
Can we personalise without tracking cookies?
Yes. Personalisation can use what a customer does on your site during the visit, their account history where you have a lawful basis, and what they tell an assistant directly. Cross-site tracking is not needed.
Will an AI assistant make promises we cannot keep?
Not if it is built properly. It answers only from your catalogue, policies and live data, and hands over to a person when it is unsure. Prices and stock come from your systems, never from the model.
Tell us about one store workflow.
Service, returns or product data. One workflow is enough to start. We reply within 24 hours on working days.