AI Entrepreneur Interview: René Cotton, CEO of WiziShop Group, simplifies e-commerce through AI
Interview conducted by Pascale Caron
To start, what is WiziShop?
WiziShop is an e-commerce platform that allows any merchant to create, manage, and run their online store. We support them with a system that’s easy to set up and carries no financial risk. It’s a monthly subscription, and our “business coaches” answer our clients’ questions about using the solution or offer advice on developing their online sales project.
WiziShop’s two other strengths lie in its origins: before launching the platform 16 years ago, we were a web agency specializing in SEO. As such, search engine optimization has been embedded in our DNA from the beginning. Additionally, for the past two and a half years, we’ve integrated artificial intelligence into WiziShop.
What drove you to integrate AI into WiziShop?
It addressed a common problem among our merchants: the infamous “blank page.” Many know they need to present their products, but not what to write. Some end up leaving the product page empty or copying from their suppliers. This doesn’t help engage visitors. The first AI feature we developed generates product descriptions based on our quality standards.
What new features have you developed since then?
We designed an application called Pizi. It allows a merchant to take a photo of a product at home, and in less than 45 seconds, they get a complete product listing. The software suggests the title, a tagline, a long description, and the image is optimized, background-removed, and placed in context. The idea is to quickly complete 80% of the work for our users. While it typically takes an average of 1 hour and 20 minutes to create a product listing, our solution performs the bulk of this task in seconds. This gives our clients the opportunity to focus on other aspects of their business.
Has AI transformed your internal teams?
Yes, in two and a half years, AI has penetrated our entire organization. Writers benefit from suggestion tools, developers use AI for code and unit testing, and customer support saves time thanks to AI-generated responses. For example, if a customer asks a written question, the AI suggests a solution that the team can validate or adjust. This automation reduces duplication and allows the organization to focus on improving our documentation, available online for greater transparency. Artificial intelligence is helping us evolve from a primarily reactive service to a proactive approach. Teams save approximately 30% of time on responding to requests. Thanks to our database, enriched with 15 years of interactions, we offer semi-automated messages that are extremely precise for common questions. The time saved allows teams to contact merchants more regularly to advise them and anticipate their needs.
You mentioned data security. Where is it hosted?
We use a French provider, primarily OVH. We choose French or European solutions because we know that our clients, some in vulnerable sectors like aerospace, prefer to avoid North American or Chinese hosting. This allows us to guarantee that our customers’ data remains in Europe, on GDPR-compliant servers.
How is AI integrated into your data infrastructure?
We have differentiated approaches depending on the type. For sensitive information, we use open-source models hosted internally, such as Llama and Mistral. For public data, in some cases we use external AI like OpenAI.
Has AI posed cultural challenges for the teams?
Indeed, we had two categories of reactions. Some were very enthusiastic, sometimes too much so, wanting to move too fast. Others were more resistant, especially in support, fearing that AI would harm service quality or threaten their jobs. We then implemented an education phase to explain the benefits of AI, involving employees in the project from the start, which enabled smoother adoption.
What were the technical challenges encountered with AI?
The main one was training our developers, as we built everything in-house. At the beginning, AI wasn’t as popular as it is now, and few partners were capable of supporting us. The other challenge was infrastructure. Today, you can easily find solutions to run AI models in Europe, which wasn’t yet the case more than two years ago.
Have you noticed positive changes in team dynamics thanks to AI?
Yes, AI has freed up time for certain tasks, which has allowed employees to work on more human aspects. For support, we’ve gained fluidity in interactions and personalization. We also use AI in meetings to take notes and create summaries, which simplifies internal communication.
Are customers aware of AI usage in WiziShop?
We make a point of being transparent. They know at all times whether their response was produced by a human or a machine, which builds trust. When a merchant asks a question, they’re aware that they may receive an AI-generated message. They also have the choice to query the AI directly, without team intervention.
Do you allow some flexibility in AI usage within your company?
Education is essential to avoid mistakes. We ensure it’s used consistently to prevent “shadow AI” that could compromise data security. For example, we educate our teams about the risks of copying and pasting confidential data into unsecured services.
Do you have advice for SMEs hesitating to integrate AI?
The first thing is to get support from an expert. Today, many companies specialize in AI consulting. Of course, it’s wise to be selective. I would suggest starting with a specific need. For example, identify a simple application area to test AI before extending it to the rest of the company. This progressive approach allows you to better understand the constraints and optimize results.
You’re also active in sharing your AI knowledge. Where can we follow your updates?
I run a blog at rene-cotton.fr, where I share weekly reflections on AI and e-commerce. I regularly participate in conferences and the podcast “L’Actu Web SEO,” where I discuss AI and SEO.
