eMAG Unveils iZi: Romania’s First AI-Powered Conversational Shopping Agent
Romanian online retail giant eMAG has officially launched iZi, a pioneering conversational shopping agent developed entirely within Romania. This innovative artificial intelligence tool is designed to revolutionize the online shopping experience by assisting users in discovering products and receiving tailored recommendations based on their expressed preferences and needs during a natural language conversation.
The core of iZi’s functionality lies in its advanced AI engine. This agent meticulously analyzes a user’s intent, meticulously compares available options, and then generates well-reasoned recommendations. To achieve this, iZi leverages not only the extensive product catalog offered by eMAG but also draws upon contextual information gleaned from the wider internet. This includes valuable insights from independent reviews, enabling users to make more informed purchasing decisions.
A Successful Pilot Phase and User Engagement
Before its public debut, iZi underwent a comprehensive testing phase, engaging approximately 50,000 users. The data collected during this period provided encouraging insights into user interaction patterns. On average, users engaged in 2-3 conversational turns per session, leading to the exploration of 5-6 product pages. Significantly, a notable 5% of these pilot users proceeded to complete their orders directly within the chat interface, highlighting the agent’s effectiveness in driving conversions.
Targeted Application Across Product Categories
The company has observed that iZi is particularly impactful in complex product categories where detailed specifications and comparative analysis are crucial. This includes sectors such as electronics and automotive, where technical jargon and feature comparisons often present challenges for consumers. Furthermore, iZi is seeing increasing adoption in the personal care products market. In this segment, purchase decisions are frequently driven by highly individual needs and preferences, making personalized recommendations a significant value-add.
24/7 Availability and Real-Time Integration
A key advantage of iZi is its constant availability. The AI assistant operates 24/7 on the eMAG platform, ensuring that customers can seek assistance and product guidance at any time that suits them. Crucially, iZi is integrated with real-time information regarding product availability, stock levels, and pricing, providing users with the most current and accurate data to support their shopping journey.
A Vision for the Future of Retail Assistance
The development of iZi represents a significant investment and a forward-looking strategy for eMAG. The AI assistant was first announced in November 2025, with Tudor Manea, CEO of eMAG Group, articulating a bold vision that the tool would “replace the in-store salesperson.” The entire development process for iZi spanned over a year, underscoring the commitment to creating a sophisticated and effective retail assistant.
Founded in 2001, eMAG has established itself as a dominant force in Romania’s online commerce landscape. The company’s reach extends beyond its home market, with active operations also in Hungary and Bulgaria, demonstrating its significant regional presence and influence in e-commerce. iZi’s introduction signifies eMAG’s continued dedication to innovation and enhancing the customer experience through cutting-edge technology.
