Chatting with an AI assistant in a shop?
The chat assistant is an AI system, not a person. It can make mistakes, so check important answers on the product page or with the shop. You can ask for a person at any time. Prices, stock and order details come from the shop's own systems, and actions such as cancellations only happen after you confirm them. Read more in your language.
For merchants: Article 50
Article 50(1) requires that people know they are interacting with an AI system. ShopAssist shows this on every surface:
- Launcher: the accessible name says it is an AI shopping assistant, with a visible AI badge.
- Header: the assistant name, the AI badge and the label "AI assistant".
- First message: "I'm the shop's AI assistant", plus how to reach a person when handoff is enabled.
- Each AI message: an AI label.
- Human takeover: "You're now chatting with a person", and a message when the AI takes over again.
- Confirmation cards: state that the AI assistant sends the request.
The widget checks that these elements stay visible and falls back to a plain banner if a theme hides them.
Machine-readable marking
- AI messages carry
data-ai-generated="true"in the widget. - The API and webhooks flag every message with
is_ai_generated. - Transcript emails carry the header
X-ShopAssist-AI-Generated. - The API's AI content verification finds exact matches of AI messages for the retention period.
Managed models
When you use managed AI, the assistant runs on these models:
| Model | Tier | Context window | Images | Processing |
|---|---|---|---|---|
GPT-6 Luna (Azure EU Data Zone) gpt-6-luna | Standard | 1,050,000 tokens | Yes | EU |
GPT-6 Sol (Azure EU Data Zone) gpt-6-sol | Premium | 1,050,000 tokens | Yes | EU |
Claude Sonnet 5 (Amazon Bedrock EU) anthropic.claude-sonnet-5 | Premium | 200,000 tokens | Yes | EU |
Mistral Small 4 (EU) mistral-small-2603 | Standard | 256,000 tokens | No | EU |
Claude Sonnet 5 (Vertex AI EU) claude-sonnet-5 | Premium | 200,000 tokens | Yes | EU |
Gemini 3.1 Flash-Lite (Vertex EU) gemini-3.1-flash-lite | Standard | 1,048,576 tokens | Yes | EU |
With your own key, you choose the provider and model. See BYOK.
Guardrails
- Prices and stock only from store data
- Confirmation before any order action
- It never refuses a withdrawal; it links your withdrawal function and offers a person
- It always answers truthfully that it is an AI
- Topic limits, competitor lists and link rules you configure
Known limitations
The assistant can misunderstand questions, miss information that is not in your catalog or knowledge base, and describe products imprecisely. Structured facts such as prices and stock are shown from your data; free text is generated.
What merchants must not do
Remove, hide or contradict the AI disclosure, give the assistant a human name or a photo of a person, or instruct it to deny being an AI. See the Acceptable Use Policy.
Report a problem
Shoppers report problems to the shop. Anyone can report a problem with the assistant itself to abuse@coec.dk.
AI literacy
Our docs explain how ShopAssist works and how to supervise your assistant.