In this paper, we reflect on the use of Artificial Intelligence (AI) in Bulgaria's online retail sector. As a proposal, it is suggested that AI is an essential tool to contemporary business management because it increases and complements the competitive advantages of the company. The main objective of this paper is to analyze the case of online supermarkets to propose models of innovation and optimization on the performance in the market. Regarding the methodological frame of this paper, we use a mixed methodology due to the use of statistical data and structured and semi-structured interviews conducted with the managers in charge of the application of artificial intelligence. It also uses Big Data statistical techniques (Biplot). The research results are focused on transforming the business models due to AI. We include recommendations addressed to the impact of AI and Big Data on business performance.