I skimmed through this, and maybe I missed it... but what really are they trying to prove? Are they trying to show that AI is capable of arbitraging consumer desires vs. market products/services into a successful business? Are they trying to show that once you get to financially managing a business that the ruthlessly efficient demands of the AI can mean points to your margins? Or are they simply trying to get attention in an otherwise arguably overcrowded market for AI service s (maybe the AI suggested something like this)?
The only thing that I saw demonstrated, and again, I skimmed, is what many thousands of software developers using AI tools to write their boilerplate already know: these tools, as of now, are great at going through the motions. A successful retail business, and I spent many years in the retail industry, isn't about putting together a nice store front, hiring clerks, and selecting just any-old-products: it's about being profitable. In traditional retail one of most important things is getting the right real estate for your target market... seems like that choice was made already in this case. Yes, a nice store front and good clerks are important, but I've worked in chains which were immaculately designed and built stores with great clerks that failed... and some that opened little more than fluorescent lighted hellscapes with clerks that barely cared that succeeded. In both cases the overall quality of the decisions and strategies relative to the target markets mattered to the success of the business. Just going through the motions didn't.
So if all is this is to say AI can do the things people generally do in these circumstances then sure, you didn't need this much human effort to prove that.... developer types do that at scale everyday now. If there was something different that this company is trying to learn, I'd be much more interested in that.