Prosus has announced the launch of Large Commerce Models (LCMs), a new artificial intelligence system designed to replace traditional search and recommendation engines in ecommerce. The company describes LCM as an integrated operating system for ecommerce, trained on Prosus’s global database of commercial transactions, which includes data from over 500 million users and more than 10 trillion tokens.
According to Prosus, LCM is significantly more cost-effective than current AI models, being 60 times cheaper to operate while providing higher performance in ecommerce tasks. The model is already being used to generate immediate savings in marketing and operational costs. LCM aims to transform the consumer experience by offering hyper-personalized interactions that understand consumer intent, moving away from manual, list-based product searches.
LCM’s long-term memory enables it to learn from outcomes and refine strategies over time. This allows for personalized experiences across various platforms, including voice assistants, augmented reality devices, social video channels, and in-car commerce systems.
For nearly three decades, ecommerce has depended on keyword search and recommendation engines. Prosus claims that LCM marks a significant change by offering a system that learns from every interaction and understands consumer motivations. Fabricio Bloisi, CEO at Prosus, said: “LCM is to ecommerce what a personal shopper is to a department store – only it costs consumers nothing extra, stays with you over time, and improves every time you use it. This is a whole new operating system for ecommerce. This will be available to our global network of companies we have invested in – adding immediate value to their tech stack, way beyond what they could develop on their own.”
Euro Beinat, Global Head of AI at Prosus, added: “We have built an intelligent AI system which learns constantly by more than 200 billion data tokens every day. Traditional ecommerce has been good at cataloguing products and enabling transactions. We are now making it good at understanding consumer intent and reasoning.”
The LCM was initially developed with iFood, a major food delivery platform in Latin America, and has since been trained with data from other Prosus Group companies such as OLX, eMag, and Despegar. This approach allows the model to adapt quickly and share insights across different businesses.
The model includes several capabilities: specialized knowledge of ecommerce based on billions of real transactions; integration of search and recommendation functions within a single system; deeper understanding of why consumers shop; sharing insights among group companies; and taking direct actions like adjusting marketing campaigns in real time.
In practical applications already underway, LCM has increased push notification click-through rates—quadrupling order numbers for iFood—and boosted conversion rates for personalized recommendations by 66%. In specific categories like pharmaceuticals, search-driven orders increased by 4.6%. The system currently serves 20 million users daily and processes more than 200 billion tokens each day. According to OpenRouter’s listings, this places it among the top ten largest deployments globally.
Zülküf Genç, Director of AI at Prosus who leads the LCM team, said: “Restaurant owners actually called to thank iFood because the notifications felt so personal and human – some notifications even went viral. People who had turned off push notifications started turning them back on. That’s when we knew LCM wasn’t just another recommendation engine – it’s creating real connections that drive value at every touchpoint.”
