Super-Pharm’s Michael Mitrani provides insight on tapping AI to improve and generate value to a business

Michael Mitrani, VP E-commerce, Innovation and Marketing at Super-Pharm, has taken to social media to discuss recent AI related work.

This has included catalogue enrichment. In a LinkedIn post, he said: “Every new product uploaded by a seller to our marketplace is automatically processed to improve the styling of the product description (never changing the content, just fixing typos and styling).”

“Also, every empty attribute is automatically populated if the AI identifies the right content within the product description. This already makes our products look much better on the site and I'll get back to you later on the conversion rate uplift. Hundreds of new products are processed every day at the funny cost of five to ten cents per day.”

Elsewhere, to simplify integration for sellers, he wrote (well, Cursor+Claude did) in about 20 minutes an integration between woocommerce (that many sellers use) and Mirakl (Super-Pharm’s marketplace platform). “A few minutes with AI that will save hours upon hours to our sellers and my CSM team,” he said.

Mitrani added: “Obsessed about the real-time sales of our marketplace, I developed (again, more AI than me really) an Apple Watch app to show me real-time sales data. It took one Friday afternoon and it's my first Apple Watch app ever.”

He concluded: “These are just a few examples for things that would have taken a full time service (for constant catalogue enrichment) or expensive external development services and long cycles to complete and now cost almost nothing and all together took me less than a day to build and deploy.”

“To those who are interested about the tech - simple Python coding (mostly with the help of AI) and deployment on the Google Cloud platform (all three projects mentioned cost together less than $1 per month for the GCP).”

“I'm constantly looking for inspiration on other quick wins I can generate like that, would be happy to hear your stories, and hopefully mine gave you some ideas on how to quickly improve and generate value to your business.”

2024 RTIH INNOVATION AWARDS

Super-Pharm was among the winners at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last month’s gathering.