As an experiment and marketing stunt, three Belgian companies have developed an online web shop that is run entirely by artificial intelligence. ‘An absolute first in Belgium,’ write NXTGN, Studio Fledge and Markomatic in a press release. The profits will go to Awel, the helpline for children and young people.
In the ‘Is This Real?’ online web shop, AI takes on all tasks: from product design to communication and sales. “This is our way of exploring the technological and strategic boundaries of AI automation,” says initiator Pieter De Buysser. “At the same time, we want to spark debate about these boundaries.”
Visitors to the web shop can mainly buy T-shirts, developed entirely by AI and inspired by a topical theme. A new design is released every day, complete with a social media marketing strategy and automated newsletters. Designs remain available for just 24 hours.
All proceeds from the project go to Awel, the Belgian helpline for children and young people. According to De Buysser, there is a clear symbolism here. “In a world where more and more is generated by AI, human connection becomes all the more valuable. We sell T-shirts, but ultimately, we mainly want to spark conversations. That’s why the proceeds go to Awel, so that they can have more genuine conversations with young people who need a listening ear.”
What role do people play in business?
‘There isn’t a single human decision behind the process,’ explains De Buysser. ‘But if AI can run an entire business, what does that mean for the role of people in companies? As a business leader, how do you decide what to automate and what not to?’
According to the developers, human connection will only become more valuable. Certainly in a world where more and more content is generated by AI. Finally, they point out that the development of the shop did require a great deal of human decision-making. ‘So humans are not entirely replaceable.’