AI-Mediation in Retail Markets: Revenue Effects and Assortment Optimization

Omar El Housni, Marouane Ibn Brahim

AI shopping assistants increasingly influence which products consumers consider. We study retail assortment planning under AI mediation, where a retailer chooses a catalog, an AI intermediary forms a customer-facing shortlist, and the customer chooses from that shortlist according to a multinomial logit model. We consider both deterministic mediation, in which the AI follows a fixed segment-specific ranking, and stochastic mediation based on the Plackett-Luce model. Empirically, we construct a dataset of product rankings from leading AI models, estimate Plackett-Luce ranking models, and evaluate their predictive performance on held-out assortments. Combining these estimates with synthetic customer preferences, we find that accounting for AI mediation can materially change optimal assortments and revenue. Across the tested capacity configurations, ignoring mediation yields mean revenue losses between 2.52% and 11.37% relative to the PL optimum. A much simpler deterministic plug-in, based only on the ordering of fitted AI utilities, performs substantially better, with mean losses of at most 0.53%. Motivated by this performance, we study assortment optimization under deterministic…