In France, online shoppers who need help with purchases or product information often chat with experts or salespeople through major brand websites. Behind these chats are independent workers like Yannick, François, Aurélie, or Thibault, who were employed by iAdvize, a French e-commerce company that provides online chat services to major brands via a platform called Ibbü. These workers, who were paid per conversation or a small commission if a purchase was made, were gradually replaced by an AI assistant known as "Assistant Shopping IA." iAdvize plans to fully replace all human workers with AI by the end of 2026. These workers, however, are not protected by traditional employment rights, as they are classified as independent contractors, meaning they are not eligible for unemployment benefits or severance pay.
The transition to AI has left many workers suddenly without work. On June 30, Yannick lost all his assignments, describing the experience as "violent." François, who worked on the platform full-time for several years, says he was "fired from one day to the next." The sudden loss of income has left many of these workers in financial distress. Some were even involved in training the AI systems they were later replaced by. Despite being labeled as "experts" by iAdvize, these workers describe a system that imposes strict working hours, monitors performance, and threatens sanctions for not meeting targets. This has led to concerns that, despite their independent status, they may be considered employees under labor law.
iAdvize, which was founded in 2010 and now claims over 350 clients including major French brands like Leroy Merlin and Sephora, initially positioned Ibbü as a "community of on-demand experts." However, workers say they were treated more like employees, with little control over their pay or working conditions. Some describe an income that fluctuated unpredictably, with no guarantee of work or compensation. These issues have led to growing frustration among the workers, many of whom have no other employment options. Some have even resorted to working seven days a week to make ends meet.
In response to these concerns, nearly 78 former and current Ibbü workers have formed a collective to fight for their rights in court. They are gathering evidence, including personal data and messages from the platform, to argue that they should be reclassified as employees rather than independent contractors. Their lawyer says the case is strong, drawing parallels to past legal battles against companies like Uber. The workers are demanding better protections and fair treatment. Many, like Aurélie, are angry about the system that allows companies to exploit vulnerable workers for low pay and no job security. As the transition to AI continues, these workers are left to navigate a future without the income they once relied on.
French E-Commerce Workers Fight Against AI Transition and Precarious Employment
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