Flow AI Assistant for E-commerce

Flow AI is MerchantFlow's built-in AI assistant that answers questions about your e-commerce business using your actual store data. It operates in four specialized modes -- CMO, Executive, Finance, and Agency -- each with deep knowledge of different aspects of your business performance.

What Is Flow AI?

Flow AI is a conversational analytics tool embedded directly in the MerchantFlow dashboard. Instead of building custom reports or navigating multiple pages, you type a question in plain language and receive a data-backed answer within seconds. Flow AI queries your connected revenue, order, product, ad spend, and profitability data to provide accurate, contextual responses.

How Flow AI Works

When you ask a question, Flow AI:

1. Identifies relevant metrics and data sources for your query
2. Queries your MerchantFlow data including revenue, orders, products, ad spend, and more
3. Analyzes the data in context with historical trends and benchmarks
4. Provides a detailed answer with supporting metrics and visualizations
5. Suggests follow-up questions to help you explore deeper insights

How to Access Flow AI

Click Flow AI in the main navigation. The AI chat panel slides in from the right side of your dashboard.

Four Flow AI Modes

CMO Mode (Marketing)

Best for questions about:

• Channel performance and traffic sources
• Product metrics and top performers
• Marketing campaign effectiveness
• Customer acquisition and ROAS
• Competitive positioning

Example questions:

• "What were my top performing products last month?"
• "Which marketing channel has the best ROAS?"
• "How has my organic traffic changed over the last quarter?"

Executive Mode

Best for questions about:

• Profit and cash position
• Business health overview
• Burn rate and runway
• Revenue trends and forecasting
• Team and operational metrics

Example questions:

• "What's my current burn rate?"
• "How does this month's profit compare to last month?"
• "What's my projected revenue for next quarter?"

Finance Mode

Best for questions about:

• P&L analysis and cost breakdown
• Expense tracking and budgeting
• COGS and margin analysis
• Funding and repayment status
• Tax and financial planning

Example questions:

• "What's my gross margin trend over the last 6 months?"
• "Which expense category is growing the fastest?"
• "How much of my funding have I repaid?"

Agency Mode

Best for questions about:

• Portfolio-level performance across all connected brands
• Cross-brand revenue, profit, and ad spend comparisons
• Client health alerts and attention priorities
• Aggregate ROAS and marketing efficiency

Example questions:

• "Which client has the highest ROAS this month?"
• "Are any brands showing declining revenue?"
• "What's the total ad spend across my portfolio?"

Note: Agency mode is only available in agency workspaces. It queries data across all connected client brands to provide portfolio-level intelligence.

How to Manage Conversations

• Create multiple conversations organized by topic
• Conversations are saved and searchable across sessions
• Switch between conversations in the sidebar
• Clear or delete conversations as needed

What Each AI Response Includes

Each Flow AI response includes:

• Confidence badge -- how confident the AI is in its answer based on data availability
• Metrics used -- which data points were analyzed to form the response
• Data gaps -- any missing data that could affect accuracy (such as unconfigured COGS)
• Suggested follow-ups -- clickable question chips for deeper exploration

Tips for Getting the Best Results

• Be specific with time periods: "last 30 days" works better than "recently"
• Ask follow-up questions to drill deeper into initial insights
• Use the suggested follow-ups for guided exploration of related metrics
• Switch modes when your questions cross domains (marketing to finance, for example)
• Check confidence levels -- low confidence may indicate missing data connections

Frequently Asked Questions

What data does Flow AI have access to?

Flow AI queries all data connected to your MerchantFlow account, including revenue, orders, products, ad spend from connected platforms, expenses, COGS, and bank balance entries.

How accurate are Flow AI answers?

Accuracy depends on data completeness. Check the confidence badge on each response. Connect all relevant integrations and configure COGS to maximize accuracy.

Can I use Flow AI in an agency workspace?

Yes. Flow AI is available in agency workspaces and can answer questions about portfolio-level performance across all connected brands.

Does Flow AI store my conversation history?

Yes. Conversations are saved to your account and can be searched, resumed, or deleted at any time.

Related Guides

• AI Insights -- deeper look at AI-powered analytics capabilities
• Dashboard Overview -- navigate the full MerchantFlow experience
• P&L Overview -- understand the financial data Flow AI references
• KPI Metrics -- learn about the metrics Flow AI reports on

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Last updated: March 14, 2026