Margly
AI Advisor & tasks

AI Advisor limits and accuracy

What the Advisor cannot do, when not to trust it, and how to use it responsibly.

5 min read

What the Advisor cannot do#

Forecast the future exactly#

The AI Advisor cannot tell you how much you will earn next month. It can tell you what happened and why.

In the Trends and seasonality topic, the Advisor describes the expected development based on historical data (monthly and weekly trends, seasonal patterns, year-over-year comparison) — always in your store's currency. But it is a textual estimate based on past behavior, not a statistically valid forecast with a confidence interval.

See the competition#

The Advisor only sees your data. It does not use public price comparison sites, doesn't compare you with the competition in your industry, can't say "there's an X trend in the market".

For such analyses you need external tools (Mergado, Heureka analytics, …).

Respond to your own questions#

The Margly AI Advisor doesn't have a chat box. It can't respond to text you write in your own words. Communication happens exclusively via prepared analyses (tiles with topics) — see Using the AI Advisor.

The reason for this limitation: each prepared analysis has verified response quality. A chat box with arbitrary questions could generate inaccurate or unverified conclusions. When Margly recommends a concrete action, you can trust it because it relies on a pre-tested analytical procedure.

Change data#

The Advisor never intervenes in your data. It can't delete an order, change a price, launch a campaign. It only reads and recommends.

Accuracy of numbers#

All numbers in the Advisor's responses come from your database — Margly pre-computes them and passes them to the AI as context. The AI formulates the text from them.

Anti-hallucination guarantee: the AI never generates financial numbers itself. If you see a specific amount in a response, it is a number from the database. If it doesn't match reality, the problem is in the data (missing costs, badly loaded data), not in the AI.

What the Advisor must not do#

  • Generate costs, margins, ROAS without a basis in the database.
  • Claim "this will definitely work" — it always speaks of an impact estimate, not certainty.
  • Recommend something that contradicts Margly's rules (e.g., "turn off data sync so the platform can keep up").

If you see the AI Advisor behaving contrary to this, contact support — it's probably a bug.

When the Advisor doesn't run or a topic is unavailable#

Margly distinguishes two situations in the UI:

1) A required data source isn't connected — the topic tile stays gray with a "Connect source →" link (no error text shows). This typically happens for:

  • Google Analytics — if you don't have GA4 connected
  • Online advertising — if you don't have Google Ads / Meta / Sklik / Heureka connected

Click the link and Margly redirects you to the Integrations section to configure the given platform.

2) Analysis runs but doesn't finish — Margly returns one of these messages (exact texts from the UI):

  • "You have reached the Advisor monthly limit. Upgrade your plan for a higher limit." — monthly limit exhausted. Reset on the 1st day of the next month, or move to a higher plan.
  • "The AI service is currently overloaded. Please try again in a few minutes." — temporary outage of the AI provider.
  • "The AI analysis took too long. Please try again." — time limit exceeded.
  • "The AI analysis failed. Please try again." — generic error.

Detail in Using the AI Advisor → Common messages and what to do.

What the Advisor knows about your e-shop#

So the Advisor can speak concretely ("Your e-shop has…"), Margly sends it in every prompt basic context about the e-shop:

  • Name of the e-shop — either the billing company name from the Billing section, or a working name entered during registration. Used so the Advisor speaks concretely ("Your e-shop XY…").
  • E-shop URL (if connected)
  • Platform (Shoptet / Shopify / Upgates)
  • Offered payment methods (e.g., cash on delivery, payment gateway)
  • Offered shipping methods (e.g., Zásilkovna, PPL)
  • Currency and price display mode (incl./excl. VAT)

What the Advisor DOES NOT GET: your personal email, name, phone, or customer PII (only aggregated numbers from the database go into the AI prompt — order counts, revenue, margins, top products).

Where the Advisor runs and what happens with the data#

  • The AI Advisor calls OpenRouter (a provider with multiple AI models). Specifically it currently uses the model google/gemini-3-flash-preview (from Google).
  • Communication with the AI is end-to-end over HTTPS. Margly doesn't attach any user identifiers to the query, only aggregated numbers and the mentioned context about the e-shop.
  • Privacy mode follows the privacy policy of OpenRouter and the model provider (Google). Margly doesn't set its own opt-in/out headers in queries — if you have a question about this as a customer, write to support@margly.io and we'll provide details.
  • Margly stores the analysis history in its own database, separated per e-shop (so you can return to old conclusions). This data is not released to the AI provider for training.

What's next#

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