Experro launches AI merchant assistant EMA

Experro has introduced EMA, an AI agent for merchandising teams that reads storefront and shopper data, surfaces opportunities, and can make approved changes to the store. The launch is meant to help retailers move faster on search, collection, and merchandising decisions while improving conversion and the shopping experience.

Why it matters: - Experro is aiming to cut the time merchandising teams spend digging through data and turn that time into faster optimization and more sales. - EMA is designed to help retailers use storefront signals more quickly across search, collections, recommendations, and promotions. - The product matters for teams that have data but lack time to act on it.

What happened: - Experro launched Experro Merchant Assistant, or EMA, an AI agent that works with merchandising teams to optimize storefronts. - EMA is part of the Experro Discovery Suite. - Experro said the tool is available now. - The company positioned EMA as a conversational assistant that can answer merchandising questions in everyday language.

The details: - EMA monitors live store data, catalog changes, and shopper behavior across queries, categories, and collections. - EMA turns those signals into answers, prioritized opportunities, recommended actions, and changes it can make on a retailer's behalf. - Teams can ask questions such as what changed in last week’s top searches, how to improve search conversion rate, or which collections to update before the holidays. - EMA uses a retailer's own catalog and shopper data to provide context and recommendations. - EMA only implements changes after teams approve them. - EMA explains why products rank, surface, and sell the way they do across search, recommendations, and collections. - EMA identifies gaps in product discovery that may be hurting revenue or the shopper experience. - EMA suggests a fix for each issue it finds and ranks fixes by likely impact on revenue and experience. - EMA can apply ranking adjustments, synonym mappings, product pins, promotional boosts, and collection rules. - EMA keeps a record of what changed and why. - EMA is available alongside Gen AI Search, AI Recommendations, Smart Collections, Gen AI Personalization, B2B Discovery, and AI Product Enrichment.

Between the lines: - Experro is betting that merchandising will shift from manual investigation to AI-assisted decision-making. - The product also reflects a broader push to connect analysis and execution in one workflow. - CEO Jayesh Mori said merchandising teams often know something is off, but the reason is buried under rules and rankings. - Mori said EMA is meant to remove the research step and give teams more time for strategy.

What's next: - Experro is inviting prospective customers to book a demo. - EMA will likely be judged on how well it helps teams find high-value fixes and how much approval and change management it can handle in real workflows. - Experro is continuing to sell the Discovery Suite as a broader platform for search, merchandising, recommendations, personalization, and product intelligence.

The bottom line: - Experro is pushing AI beyond search into an assistant that can explain store performance, prioritize fixes, and execute approved merchandising changes.