Ask natural language questions about revenue, ad spend, and profitability. Get instant AI-powered insights with confidence ratings in MerchantFlow.

AI-Powered E-commerce Insights

AI Insights is a MerchantFlow feature that lets you ask natural language questions about your business data and receive instant, data-driven answers with confidence ratings. Instead of manually building reports, you type a question and the AI query planner pulls relevant metrics from your connected integrations to generate an actionable response.

What Are AI Insights?

The AI Insights feature is available at Dashboard > AI. It provides a conversational interface where you ask business questions and receive answers grounded in your actual MerchantFlow data -- including revenue, product performance, ad spend, and profitability metrics.

Example questions you can ask:

"What's my burn rate this month?"
"Which products have the best profit margins?"
"How is my ad spend trending?"
"What's my revenue breakdown by traffic source?"
"Which products should I stop advertising?"

How AI Insights Work

Query Planning

When you submit a question, MerchantFlow's AI query planner:

Analyzes your question to identify relevant metrics
Determines the appropriate time window
Pulls data from your connected integrations
Generates an answer with supporting data and context

Understanding Confidence Levels

Each response includes a confidence rating that reflects data completeness:

Level	Meaning
High	Complete data available for the query
Medium	Most data available, some gaps noted
Low	Limited data -- results may be incomplete

Data Coverage Indicators

The AI shows coverage indicators for key data areas:

Products -- percentage of products with complete data
Attribution -- how much revenue has source attribution
COGS -- percentage of products with cost data configured

Low coverage in any area is flagged so you know where to improve your data quality.

What Metrics Can AI Insights Analyze?

The AI assistant can analyze these metric categories:

Revenue -- total, by product, by channel, trends over time
Profit margins -- gross, contribution, and net margins
Ad spend -- by platform, by campaign, ROAS calculations
Burn rate -- monthly cash burn and runway (see Bank Balance)
Orders -- volume, AOV, refund rates
Traffic sources -- revenue by attribution channel
Product performance -- best and worst performers, viability scoring

How to Manage AI Conversations

Starting and Resuming Conversations

Start a new conversation with the "+" button
Previous conversations are saved and can be resumed
Search through past conversations by keyword
Delete conversations you no longer need

Follow-Up Questions

The AI suggests relevant follow-up questions after each answer, helping you dig deeper into your data without formulating queries from scratch.

Response Formatting

Responses are formatted with markdown, including:

Tables for data comparisons
Bold and italic for emphasis
Lists for recommendations
Numbers formatted for readability

Tips for Getting the Best AI Insights

Be specific -- "What's my ROAS for Google Ads last 30 days?" works better than "How are my ads doing?"
Specify time ranges -- include "this month", "last 7 days", or "Q1" for clearer results
Ask about metrics -- the AI works best with quantifiable business questions
Check confidence -- low confidence answers may need more data sources connected
Set up COGS -- profit-related questions require COGS to be configured in your P&L settings

Frequently Asked Questions

What is the difference between AI Insights and Flow AI?

AI Insights and Flow AI share the same underlying engine. AI Insights focuses on the data analysis capabilities, while Flow AI describes the three specialized modes (CMO, Executive, Finance) and conversational interface.

Can AI Insights analyze data across multiple stores?

In agency workspaces, AI Insights can analyze data across all connected brands in your portfolio.

Why does the AI say my data coverage is low?

Low coverage means some products or orders are missing key data fields like COGS, attribution source, or complete sync data. Connect all relevant integrations and configure COGS to improve coverage.

How far back can AI Insights analyze my data?

AI Insights can query all historical data available in your MerchantFlow account, going back to when you first connected your integrations.

Related Guides

AI Assistant (Flow AI) -- AI chat feature overview with mode details
KPI Metrics -- dashboard metrics explained
P&L Overview -- profit and loss analysis
Dashboard Overview -- navigate the full MerchantFlow experience

Last updated: March 14, 2026