Affiliates have taken a hit from artificial intelligence over the past couple of years, but more and more are finding use cases for the technology.

ReferOn, an affiliate management platform, has become the latest to integrate AI further into its operations with the launch of Refie, described by the firm as a ‘living interface’.

The company also describes its approach to using AI as ‘lazy intelligence’, with the Refie UX layer doing the thinking for its users. The feature essentially functions as a chatbot but with added functionality.

“Refie isn’t just an add-on or feature — it’s a reflection of how our platform and team think,” said Vlad Bondarenko, ReferOn’s Head of Product. “For years, affiliate platforms have been built for reporting, not for people. We wanted to change that.

“Refie was born to simplify. He embodies how we think about technology: clarity, control, and connection should feel natural, not forced. With Refie, ReferOn has learned how to say hi — not with words, but quietly, through awareness. It’s how the system shows it understands what’s happening.

“He represents the moment ReferOn moved beyond functionality and toward awareness, emotion, and intelligence. The launch goal is to show that the era of faceless B2B tools is ending.”

AI has largely been impacting affiliate platforms due to the proliferation of AI-generated content in recent years. Google’s use of AI, with its AI summaries in search, have also bitten into affiliate search traffic.

Firms are determined to make greater use of the tech for their own purposes, however, whether by leveraging AI generated content themselves or by automating and simplifying day-to-day tasks, whether internally or for customers.

ReferOn, for its part, has not been keeping its AI ambitions a secret. Just last month, Bondarenko talked SBC News through the firm’s long-term predictions for how AI will be integrated further into affiliate marketing.

“In the long run, I believe we will see fully automated affiliate programmes supported by AI agents, not as something that happens overnight, but as a long-term direction the industry will gradually move towards,” he said.