AI without fear: transparently better shopping online

New technology may seem distant or even scary, but don't worry - we've thought carefully and responsibly about how to use AI. Legislation is constantly evolving, and with new regulation comes more precise labelling obligations. We've already taken it as a starting point: AI-generated content on our website that directly influences your purchasing decision will be clearly labelled so you can see which content it is. This transparency helps you distinguish between material that's traditionally done and material where AI has been a tool - and nothing has been hidden or attempted to be disguised.

The texts and translations on the site use AI to improve efficiency and readability, but under human supervision. For example, in the design phase of product texts, AI can suggest structure ideas, list key content elements or check for common ambiguities. AI can also help detect grammar and spelling mistakes to make the reading experience smoother and the content clearer, whether you are reading in Finnish, Swedish, English or another language. Translation into different languages is done entirely by AI - speeding up the process and ensuring that much of the content is available in multiple languages quickly. All final Finnish texts are human-edited before publication, so we retain nuance, customer focus and a human voice, even with the help of AI.

For images and videos, AI is used as a back-up to reinforce the quality and visual message. Editing product images, such as removing backgrounds or fine-tuning contrast, uses AI-based tools that speed up workflows but do not replace visual judgement: poor quality or misleading images are discarded. We also use AI to create atmospheric "mood" images of products - where the visual tone of voice is designed to support the brand and inspiration. In these images, you'll see a clear AI icon in the bottom right-hand corner so you know what has been produced or edited with the help of AI. Elements used in promotional videos may also contain AI-generated components, but the final result is always reviewed by a human before publication. We stress that genuine photos of the products, taken by us, are always available and all products have a right of return under the Consumer Protection Act (CPC), so you have a safeguard if the product doesn't meet your expectations - it wouldn't make business sense to add return costs because of ambiguity.

The technical side of e-commerce uses AI in many ways to improve the user experience. When developing features, such as search functionality, user interface suggestions or other back-end process optimisation, AI can provide quick solutions and suggestions to aid development. Product recommendations to customers are based on intelligent analytics, where AI takes into account past choices, browsing behaviour and trends - the aim is not to "perfectly read your mind", but to make shopping easier and find options that are actually better suited to you.

In summary: AI is not a replacement for human service or doing, but a way to achieve efficiency and better quality without increasing costs for the customer. By using intelligent tools, we can keep product prices competitive and offer more varied content, faster service and clearer visual presentations. Ultimately, you as a customer benefit from processes that are tuned to work more accurately, faster and more customer-focused - and you can always rely on a human being to make the final decision and publish.

P.S. This text was also written, checked and corrected by an AI, and the image was created using AI.