Reclaimit blog

Better data for AI

Your AI is only as smart as the data it is trained on.

Despite this, many e-commerce companies still focus on collecting more data, rather than ensuring they are using the right data. One of the most underestimated data sources? Returns and claims.

At Reclaimit, we work with this type of data every day and we clearly see its enormous potential. Every return and every claim contains valuable signals about what actually happens after the purchase. This is where reality meets expectations and where the most business-critical insights are often found.

Traditional data sources show what customers buy. Returns and claims data show why it didn’t work. That difference is crucial when building AI that not only analyzes history, but also understands causality.

When structured and made available in the right way, this data can be used to train AI models that:

Identify root causes behind returns and claims
Detect supplier quality issues at an early stage
Analyze customer feedback, including unstructured text
Reveal patterns in product defects and user behavior
Predict future return flows and risks

Gaining access to these kinds of insights enables you not only to react to problems, but to prevent them.

Context of data

Another important aspect is context. Return data is rich in context: product, customer, reason, timing, channel. When AI has access to contextualized data, analytical accuracy increases significantly. This allows you to act faster and with greater confidence.

For product teams, this means better decision-making for design and assortment. For procurement, clearer signals on supplier performance. For customer service, a deeper understanding of the customer experience. And for leadership, it means AI actually delivers business value—not just insights.

Many organizations already have this data, but it is fragmented, unstructured, or simply deprioritized. It is only when it is collected, structured, and analyzed that it starts to create real impact. This is where the shift happens: from data as a byproduct of operations to data as a strategic asset.

AI needs better data

AI needs better data. Data that reflects real problems, real behavior and real outcomes. Returns and claims are one of the most direct and honest feedback loops a company can have.

Make it easier for your AI to get smarter. Contact us to implement Reclaimit and not only enable smoother processes for your customers, but also better structure, insights and internal efficiency.