What is an AI site selection tool?

Most companies still open stores the same way they did fifteen years ago. A consultant spends three weeks pulling data from five different sources, builds a model in Excel, presents a deck, and you make a decision based on information that was already two months old the moment it reached you.

Gini is the answer to that problem. Built by MyTraffic, Gini is an AI platform for location intelligence and site selection, designed to compress that entire process into minutes. Not a simplified version of it. The full thing.

This article covers what Gini is, how it works, why the underlying data makes it different from everything else on the market, and who it is actually built for.

What is Gini?

Born from the combined expertise of MyTraffic and Geoblink, Gini is a conversational AI agent built on top of MyTraffic's proprietary location database. It connects your business questions to verified location data, runs structured analyses automatically, and produces outputs you can act on. It does not replace judgment. It sharpens it, and gives it back to you in minutes instead of weeks.

The critical distinction from a generic AI tool: Gini does not generate plausible-sounding answers from the open internet. Every output is grounded in MyTraffic's audited data. When Gini tells you a location sees 34,000 pedestrians per day on average, that number comes from real world signals, not from a language model's best guess.

Think of it as the analytical capacity of a senior location consultant, available on demand, connected directly to the best dataset in Europe.

How does the chat interface work?

You type a question in natural language. "What is the footfall profile of Rue de Rivoli on weekday afternoons?" "Compare these three candidate sites for a coffee concept." "Where are my top competitors opening in Germany this year?"

Gini processes the query, pulls from MyTraffic's database, and returns a structured, contextual answer, not a wall of raw data. You do not need to know SQL. You do not need to know which metric to look at. You need to know your business question, and Gini handles the rest.

What are Gini Workflows, and why do they matter?

The Chat is fast. Workflows hold your hand.

A Workflow is a guided, end-to-end analytical process embedded into Gini. Think of a site selection workflow as the methodology of an experienced location strategist, made repeatable. You provide the context, your concept, your target market, your constraints, and Gini runs the full analysis.

Once completed, you get a professional-grade report, formatted and ready to share with your whole team. What previously required a ten-day consulting engagement now takes about seven minutes.

Workflows already exist for site selection, territory planning, real-estate scouting, market analysis, and more. The library expands continuously. Discover how to use a Gini Workflow with the guide below.

How do teams collaborate in Gini?

Location intelligence was not built for teams. It lived in siloed spreadsheets and outdated reports, passed around by email, interpreted differently by everyone who touched it. Most tools still work that way.

Gini breaks that pattern. Projects create shared environments where expansion directors, finance teams, network planners, and franchise operators all work from the same data, the same dashboards, and the same logic. Collaboration is not an afterthought in Gini. It is built into the architecture.

No more parallel spreadsheets. No more "which deck is the final one." One source of truth, shared across every stakeholder who needs it.

Every feature in Gini is built with collaboration in mind. Chats are shareable, so an insight you surface in a conversation can be sent directly to a colleague without any copy-pasting or reformatting. Projects let you organise analyses, workflows, and scenarios by team, region, or objective, keeping everything findable and in context. And for larger organisations, Gini supports full organisation management, so you can control access, align teams across departments, and ensure everyone is working from the same approved setup. It is not just a tool you use alone and report from. It is a platform your whole organisation can work inside.

Can I connect my own data?

Yes. Through the Vault, you can connect your internal data, store performance, sales history, customer demographics, portfolio status, directly into Gini. The platform then combines your proprietary signals with MyTraffic's data to produce intelligence that is specific to your business, not just the market.

The practical effect: when Gini evaluates a new site, it does not just benchmark against the market average. It benchmarks against your best-performing locations. The recommendations are calibrated to your business model, not a generic retail archetype.

A concrete use case: want to monitor how your stores are performing against market trends? Connect your store addresses to Gini, and you can compare your footfall trends against your competitors, without requiring a complicated setup. Only a sentence.

Why use an AI site selection tool instead of traditional methods?

Traditional site selection software has three structural problems. First, speed: a thorough analysis takes weeks, which means decisions get made under time pressure with incomplete information, or they get delayed until opportunities close. Second, consistency: when different people in your team run analyses with different tools and assumptions, you end up with incomparable results. Third, coverage: most teams can only analyse the sites they already know about. The best location is often the one you never thought to look at.

Gini solves all three, because it starts from a different premise about what a place actually is. A store is not a pin on a map. A street is not a line on a screen. Every location has a DNA: a personality, a rhythm, an audience, and a role in its commercial ecosystem. Gini makes that DNA visible, and it does so across an entire territory at once, surfacing opportunities that would otherwise never appear on a shortlist.

What data does Gini use?

Gini runs on MyTraffic's proprietary database, the reference dataset for location intelligence across Europe. The data covers pedestrian and vehicle flows, visitor profiling by time of day and day of week, commercial environments, competition mapping, demand signals, and much more.

MyTraffic has been building this dataset since 2016. It is audited and verified, not scraped, not estimated, not purchased from a third party and resold. When location intelligence companies need a benchmark for European foot traffic data, MyTraffic is what they compare against.

For Gini users, this means one thing: the numbers you see are the numbers you can defend in a board meeting.

How can I trust the outputs?

Every Gini output includes its sources, its assumptions, and its confidence level. You are never looking at a black box recommendation. You can see what data informed it, what logic was applied, and where the uncertainty lies.

This matters specifically for AI tools, where the temptation is to present answers with false confidence. Gini does not do that. A site that looks good but has thin data coverage will be flagged as such. A recommendation with strong signal will be presented as such. The goal is better decisions, not impressive-looking outputs.

One more thing worth knowing: Gini is model-agnostic by design. It routes each task to the best intelligence available, whether that means reasoning, spatial analysis, or synthesis, without locking you into a single AI model. No single point of failure. Just the best tool for the job, every time.

What about data security and GDPR?

Gini is built on enterprise-grade, siloed infrastructure. Your internal data, the sales figures, the customer demographics, the portfolio details you connect through the Vault, never touches another client's environment. It is not used to train models. It does not leave your silo.

MyTraffic takes a pragmatic, documented, and risk-proportionate approach to security, built specifically for a B2B activity centred on aggregated data analysis and AI-assisted decision-making. GDPR compliance here is not a policy added after the fact to satisfy a legal requirement. It is a technical architecture decision, audit-ready and aligned with what MyTraffic already does in practice.

Who is Gini built for?

Another way Gini is different from most location intelligence tools, and it matters. Traditional platforms are priced and built for large enterprise teams with dedicated analysts. Gini is not. With a low starting price point and a free trial available, it is designed to be accessible to anyone who needs to make physical location decisions, a coffee shop owner scouting a second site, a franchisee evaluating a new territory, or a multinational planning a continental expansion. The tool scales.

In practice, Gini is used by:

• ‍Retail and F&B expansion teams evaluating new locations or optimising existing networks
• Real estate professionals assessing commercial viability of sites for tenants or investors
• Grocery and convenience operators managing dense, performance-sensitive location portfolios‍
• EV charging network planners identifying high-demand corridors and underserved zones
• Franchise operators aligning on territory strategy with their franchisees
• Independent business owners making their first location decision

The common thread is not industry, it is the problem. Too much time getting to an answer, not enough time acting on it.

Gini is currently trusted by more than 600 European brands, including Spar, KFC, Carrefour, GrandVision, Cushman & Wakefield, and Unibail-Rodamco-Westfield.

How does Gini compare to legacy GIS and location analytics tools?

Legacy tools, traditional GIS platforms, static mapping software, bespoke consulting datasets, were not designed for the pace of modern expansion. They require technical specialists to operate. They produce outputs that need to be interpreted before they can be used. They cannot easily incorporate your internal data alongside market data. And they are expensive to scale, because every new analysis is essentially a new project.

Gini is designed differently. The interface is conversational, not technical. The outputs are decision-ready, not raw. The workflows are reusable, not bespoke. And because Gini connects directly to MyTraffic's live database, the data is always current, not a snapshot from six months ago.

The honest comparison: if your team currently spends four to six weeks on a site selection project, Gini does not make that process faster. It replaces it with a different process that takes seven minutes and produces an equally defensible output.