Just Eat's big-money plan: synthetic customers and "large commerce model" AI
The owner of OLX and Just Eat says it has distilled data from a billion customers into an AI engine for pinpoint discounts – but the P&L impact will be invisible.
The increasing maturity of large language models and agentic AI is enabling companies with vast datasets to develop highly personalized and autonomous customer interaction systems.
This development indicates a significant push towards integrating advanced AI for revenue optimization in e-commerce, potentially redefining customer engagement and competitive dynamics without transparent cost attribution.
Customer interaction and targeted discounting within large e-commerce platforms can become almost entirely AI-driven, leading to more efficient but less visible profit and loss impacts.
- · E-commerce platforms with large customer datasets
- · AI model developers
- · Consumers (potentially, via tailored discounts)
- · Traditional marketing and sales departments
- · Platforms without extensive data or AI capabilities
- · Companies reliant on broad-stroke advertising
Just Eat will likely see improved customer retention and increased transaction volumes through hyper-personalized offers.
This could trigger an arms race among e-commerce giants to develop their own 'large commerce models' powered by agentic AI, further entrenching market leaders.
The widespread adoption of such 'invisible' AI-driven P&L optimization could lead to new regulatory pressures regarding algorithmic transparency and consumer manipulation.
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