Automatically generated insight cards on the MerchantFlow dashboard surface ad spend, profit, fulfillment, and data quality findings without you asking.

AI Insights Panel on the Dashboard

The AI Insights panel is a card grid on the main MerchantFlow dashboard that surfaces automatically generated findings about your store - things like falling ROAS, profit-leak products, sync issues, and data-quality gaps - without you having to ask. It is a passive, always-on companion to the conversational Flow AI assistant.

What's the difference? AI Insights = cards generated for you, shown on the dashboard. Flow AI = a chat panel where you ask your own questions. They share the same data foundation but serve different workflows.

How AI Insights Work

A pipeline of eight rule-based generators runs against your synced data and produces ranked insights by severity. The most relevant ones are LLM-enhanced for cleaner phrasing and surfaced in the dashboard panel scoped to your selected timeframe.

Each card includes:

A severity indicator (positive, neutral, warning, negative)
A short headline and one or two sentences of context
A deep link into the relevant dashboard page when applicable (e.g. "View ad performance" jumps to the Ads page)

Where the Panel Appears

You'll find the AI Insights panel on the main dashboard at /dashboard. It updates whenever you change the global timeframe selector at the top of the page.

Insight Categories

The panel covers eight categories:

Category	What it surfaces
Ad spend	ROAS drops, sudden spend increases, channels under-performing
Profit	Margin compression, profit-leak products
Revenue	Significant up- or down-trends vs prior period
Fulfillment	Cost spikes, missing 3PL data
Data quality	Missing COGS, low attribution coverage
Product	New best-sellers, stalled products
Sync health	Failed syncs, stale credentials, integration warnings
ROAS	Per-channel ROAS shifts

How to Maximize Insight Quality

Insights only surface what your data supports. To get the most out of the panel:

Connect all relevant integrations - GA4, ad platforms, Search Console, Merchant Center
Configure COGS for at least your top revenue products - see COGS Management
Run an initial sync so historical comparisons have a reference period
Enable tax rules if tax materially affects profit in your business

Low data coverage shows up explicitly as a data_quality insight rather than failing silently.

Frequently Asked Questions

Are AI Insights and Flow AI the same thing?

No. AI Insights is the always-on card panel on the main dashboard. Flow AI is the conversational chat at /dashboard/ai where you type questions and get answers. Both share the same underlying data, but they're different surfaces. Flow AI requires the Pro or Plus tier; AI Insights cards appear on every tier.

How fresh are the insights?

Insights recalculate based on your current sync data and the dashboard timeframe selector. They are not generated continuously - moving the timeframe re-evaluates the panel.

Can I dismiss or hide individual insights?

Insight cards are read-only in the current product. Severity ranking ensures the most important items appear first.

Why is my insights panel sparse or empty?

Most likely your store has just connected and the generators don't have enough history to compare against. Once you have at least a few weeks of synced data, the panel populates with comparison-based findings.

Related Guides

Flow AI Assistant - the conversational counterpart at /dashboard/ai
Daily Email Summary - get a written digest of yesterday's data in your inbox
KPI Metrics - the underlying metrics insights are built from
Sync Status - keep insights accurate with healthy syncs

Last updated: April 30, 2026