Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
Tweakwise Day 2025 Inspiration, innovation & interaction – November 11
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The Future of AI in Commerce: Tweakwise’s Vision and Innovations

Artificial Intelligence (AI) has rapidly evolved from a niche research topic to an essential tool in the world of e-commerce. With the rise of technologies like ChatGPT, AI has become more accessible and user-friendly, transforming how businesses interact with customers and optimize their platforms. At Tweakwise, AI is not just a buzzword—it’s a key driver of innovation across search, merchandising, and insights.
In a recent Tweakwise webinar, our data scientist Mark Selles shared insights into AI’s role in commerce, the advancements we’re making, and how our AI-powered solutions are shaping the future of online shopping.

AI is Becoming More Accessible Than Ever

AI has been in development for over 30 years, but only recently has it become widely accessible. The launch of ChatGPT made AI an everyday tool, sparking a wave of new applications across industries, including e-commerce.
At Tweakwise, we’ve embraced this shift by integrating AI directly into our solutions, making it easier for online platforms to enhance their search experiences, understand customer intent, and improve engagement.

From Keyword Search to AI-Powered Discovery

Search has traditionally relied on keyword-based algorithms. If a user searches for “t-shirt,” conventional search engines return results matching that exact term. While effective for simple queries, this approach struggles with more complex searches like “something to sit on” or “something to cook with.”
To solve this, Tweakwise has introduced AI Vector Search, a revolutionary approach that understands search intent rather than just keywords.

How AI Vector Search Works

  • 1. Understanding Context
    Instead of matching words, AI Vector Search translates search phrases into a numerical format—called vectors—that capture meaning.
  • 2. Creating a Searchable AI Space
    These vectors are placed in a multidimensional space, allowing the AI to recognize relationships between words and concepts.
  • 3. Delivering Smarter Results
    When a user enters a query like "something to sit on," the AI retrieves relevant products, such as chairs or benches, even if those exact words were never used in the search.
“With AI Vector Search, we’re moving from a traditional keyword-based search engine to an intelligent answer machine,” Mark explains. “This makes product discovery more intuitive and improves conversion rates.”

AI models are not only getting smarter but also smaller, nowadays, AI can run locally on devices like smartphones and laptops, making it even more accessible for businesses and consumers alike.

Mark Selles
AI Data Scientist @ Tweakwise

Balancing AI with Traditional Search

Despite the power of AI Vector Search, Tweakwise continues to combine multiple search techniques for optimal results.
“Our AI-powered search is weighted with existing search algorithms,” Mark says. “Keyword search remains fast and reliable, while AI enhances flexibility for complex queries. By blending these approaches, we ensure the best of both worlds.”
This approach allows businesses to configure their search algorithms to match their specific needs, combining exact matches, category-based searches, and AI-driven results in a way that maximizes relevance.

AI-Driven Synonyms: Automating Search Optimization

Manually managing search synonyms is a time-consuming process for e-commerce teams. To simplify this, Tweakwise is introducing AI Synonym Autopilot, an upcoming feature that automatically generates synonyms for search queries.

“AI will analyze search queries that yield no results and generate relevant synonyms,” Mark explains. “This removes the need for manual input, ensuring that users always find what they’re looking for.”
By automating synonym management, online platforms can improve search accuracy, reduce workload, and increase customer satisfaction—all without constant manual adjustments.

AI-Powered Insights: Unlocking Actionable Data

Data is critical in optimizing e-commerce performance, but raw numbers don’t always translate into clear insights. That’s where AI-powered analytics come in.
Tweakwise’s Insights Module, powered by Power BI, helps online platforms understand key metrics, such as:
  • How well their search algorithms perform
  • Which filters are most frequently used
Looking ahead, Tweakwise is expanding its AI-powered reporting to include click-through rate (CTR) insights and deeper user behavior analytics, giving businesses a clearer understanding of their customers’ needs.

The Future of AI at Tweakwise: Expanding Beyond Search

AI’s potential in e-commerce extends far beyond search. One of the most exciting upcoming innovations at Tweakwise is AI-driven product recommendations.
“We’re looking to apply vector search technology to product recommendations as well,” Mark reveals. “This means we can suggest relevant products not just based on simple rules, but by truly understanding user intent and preferences.”
This will allow businesses to offer personalized shopping experiences, increasing engagement and boosting sales.

AI in Commerce: A Continuous Evolution

The rapid advancements in AI show that we’re still at the beginning of a transformative era in e-commerce. As AI becomes more sophisticated and integrated, it will continue to enhance search, merchandising, and personalization across online platforms.
At Tweakwise, we believe AI is not a goal in itself, but a powerful tool that supports our core mission: helping online platforms maximize relevance and conversions.

Want to see AI-powered search and discovery in action? Contact us for a demo and discover how Tweakwise AI can take your e-commerce experience to the next level.

Mark Selles
AI Data Scientist, Tweakwise
Mark Selles leads the development of AI-powered solutions at Tweakwise, leveraging AI innovations to improve productivity, search functionality, and personalization, ultimately enhancing e-commerce experiences. Before joining Tweakwise, he completed a PhD at the University of Amsterdam, where his research focused on improving imaging accuracy in healthcare technologies. With a strong focus on extracting valuable insights from data, Mark continues to drive data-driven solutions that optimize e-commerce performance.
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