UK-based Linnworks has introduced Spotlight AI, a new artificial intelligence (AI) tool designed to help online retailers manage and automate operational processes more effectively.

Spotlight AI is the first release under the company’s Commerce Ops Intelligence portfolio.

It is built to continuously examine e-commerce workflows, pinpointing areas that rely on manual intervention, identifying inefficiencies and suggesting where automation could deliver the greatest impact.

Linnworks CEO Jon Bahl said: “Retailers shouldn’t have to choose between growing fast and operating reliably at scale. Spotlight AI gives our customers visibility into where manual work is still slowing them down and provides clear, actionable guidance on what to automate next. It’s a major step toward helping brands scale with confidence.”

Linnworks said early trials showed that retailers who applied automation rules based on Spotlight AI’s recommendations reduced operational workload by more than 30 hours per month on average.

Unlike traditional process reviews, the system monitors operations on an ongoing basis.

It flags emerging optimisation opportunities and potential risks as they arise, without the need for periodic manual audits.

According to the company, e-commerce businesses often face rising operational complexity as they scale, which can increase manual effort even when automation tools are already in place.

Spotlight AI is intended to address this issue by advising which tasks should be automated and explaining the reasons behind each recommendation.

The tool is aimed at helping retailers maintain accuracy and control as order volumes grow, while reducing the burden of repetitive operational work.

The launch aligns with Linnworks’ wider plans to automate the full order lifecycle and support e-commerce businesses as they expand their operations.