Chat Directly with Your Own Data

06.07.2026

You can ask Refox's AI assistant almost anything: Which products should we feature in a campaign? Where did our sales growth actually come from? Are there products in the warehouse tying up capital unnecessarily? Why did one customer buy regularly last year but hardly at all this year?

With Refox's AI assistant, you no longer need to hunt for the right report. It's enough to know the right question to ask. The assistant answers your questions based on your existing data and offers concrete suggestions for what to do next.

Petter Lillhonga, the entrepreneur behind Refox, had long dreamed of a world where a business owner could have a conversation with their own company's data instead of digging for answers across different reports.

"Now we finally have the tools for it, and some of our customers have already put the AI assistant to use with great results," Lillhonga says.

Part 1: Overview

AI helps you make better decisions

Thanks to the new AI capability, you can type in your question and get back an analysis, a report, or even concrete recommendations for action.

Behind the scenes, it draws on all the information a company has accumulated over the years: sales, customers, products, inventory, pricing, and order history. When needed, sources such as Google Analytics, Google Ads, Meta advertising, or accounting data can also be connected. That way the business owner no longer has to piece together information from several different systems by hand.

Before launching a campaign, for example, you can use AI to work out which products are worth featuring, whether there's enough stock, how a discount affects your margin, and how much sales would need to grow for the campaign to pay off.

"It doesn't just report numbers – it challenges you to think. If you're considering a 20% discount, for instance, you can immediately ask the AI whether it actually makes sense. You get a calculation of how many more units you'd need to sell to keep your margin intact," Lillhonga explains.

Decisions are based on data rather than guesswork. At its best, the AI assistant acts as a sparring partner that surfaces observations from your data and highlights things that would be easy to miss in a busy day.

Customers have built themselves things like daily dashboards – views that show the most important business metrics at a glance.

Customers are praising Refox's AI assistant

The first customers have found new ways to use AI. Some have built themselves a daily dashboard – a view showing the most important business metrics at a glance. Others use AI to develop their online store, analyzing product SEO or finding out why a particular product isn't selling as expected.

Some even use AI as a strategic sounding board.

"Customers have asked, for example, whether it would be worth opening a new store, whether they should start using an external warehouse, or how they should develop their product range. It's become a bit like a Swiss Army knife for the entrepreneur," Petter Lillhonga says.

Part 2: Technical demo

Your data stays in your own hands

When people talk about AI, security concerns often come up. According to Lillhonga, particular attention has been paid to this.

"A company's data is not fed into the AI as training material. The AI builds the tools that fetch the information from the company's own environment. That way the company's data stays where it belongs."

The goal of the solution is to make using your data easier without compromising on security.

Companies already hold an enormous amount of valuable information. The biggest change is no longer the technology, but the fact that the business owner can finally make use of all of it with ease.

"Once you learn to make use of AI, you start coming up with new questions all the time," Lillhonga sums up.