Featured · Search ads · AI · Launched
AI-designed search modules
An LLM designs new ad modules for eBay search, and small, fast models run them live. Two are in production worldwide.
+$194M annualized GMB · +$4.9M ads revenue
Michael Friedman · Senior Product Manager at eBay
Hi, I’m Mike. Here’s my work.
14 years in e-commerce, building search, ads and personalization at eBay, Expedia, Capital One and Electronic Arts. Most of my work now is AI: search modules designed by LLMs that are live at eBay, AI-driven personalization, and prototypes I build myself on real marketplace data. I’m also working to bring AI into our product development lifecycle, and into how my org works more broadly.
Selected work
Launched products and prototypes from eBay, with the thinking behind each one.
Search · AI · Prototype
The best listing for every search, explained by AI
A custom reasoning engine reviews the top results for a search, picks the one listing a buyer can trust fastest, and makes the case for it.
Read the case study →
Search · Marketplace · Strategy + prototype
Showing shoppers what theirs is worth
While people browse, eBay already knows what those items sell for. These modules point it out: “these go for about $50. Have one?”
Read the case study →
Seller growth · Ads · Prototype
Bounties for what buyers want most
List an item eBay knows is in high demand, and earn ad credits to boost everything else you sell.
Read the case study →
Personalization · AI · Prototype
A homepage that plans itself
Three ways to build a shopper’s homepage, side by side: fixed, rule-based, and planned by an LLM, with a “why this?” on every module.
Read the case study →
Discovery · AI · Prototype
Interesting eBay
A feed of the weird, rare and suddenly popular things on eBay, for browsing rather than searching.
Read the case study →Impact
Measured results, from search ads at eBay back to storefronts at Electronic Arts.
At eBay
- +$194Mannualized GMB from Quality Pre-Owned, the first AI-generated module (+0.46% total GMB)eBay · AI search modules →
- +$4.9Mannual ads revenue from Complete Value Bundles (+0.57% total direct ads revenue)eBay · AI search modules →
- +0.86%total direct US ads revenue from Power Buyer Picks in testing, confirmed for launcheBay · Search ads
- ~30%of all searches show Top Picks, one of the sponsored modules I owneBay · Search ads
- +16–25%module promoted-listings revenue from redesigned Deals eligibilityeBay · Search ads
Before eBay
- +$11.5Mgross profit from search, recommendations and checkout winsExpedia · 2016
- −$10M/yrsupport costs removed by a self-serve fraud and dispute flowCapital One · 2017–18
- +65%customer retention from Podium's primary automation productPodium · 2021–22
- 0 → 1consumer hardware from prototype through manufacturing to thousands soldWesta · 2018–21
- +$2Mrevenue from targeted offers in The Sims storefrontElectronic Arts · 2012–14
The full story is in the resume.