THG Ingenuity has launched an AI shopping assistant with Google Cloud to personalise product discovery and improve online customer experiences.
THG Ingenuity, THG’s digital commerce platform, has launched an AI-powered shopping assistant, developed in collaboration with Google Cloud, to enhance online customer experiences through personalised product discovery and real-time support.
Built using Google Cloud’s conversational AI technology, including the Gemini Enterprise Agent Platform, the assistant acts as a dedicated shopping companion that understands customer preferences, product catalogues, and brand-specific information to deliver more relevant recommendations and answers.
The launch highlights growing retailer investment in AI-driven experiences that simplify customer journeys and improve conversion outcomes.
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Personalising Product Discovery
“The introduction of our AI shopping assistant marks a significant leap in personalised ecommerce. By providing an intelligent, bespoke shopping companion, we are not only streamlining the customer journey but also empowering brands to cultivate deeper relationships with their consumers. The impressive metrics from our initial deployments validate our commitment to innovation and highlight the transformative potential of AI in ecommerce,” said Jo Drake, CTO – Platform, THG Ingenuity.
Early pilot results from Myprotein showed an eightfold increase in conversion rates compared with the brand’s site average, alongside a 20.8% increase in average order value.
Improving Customer Engagement Through AI
The assistant also provides brands with customer behaviour insights, helping them create more personalised engagement strategies and identify opportunities for customer education.
“Harnessing the power of AI agents allows brands to deliver a level of personal service that was previously impossible at scale. By utilising our Gemini Enterprise Agent Platform, THG Ingenuity is providing brands with a sophisticated tool that doesn’t just answer questions, but actively guides the consumer journey,” said Maureen Costello, Vice President, UK, Ireland and Sub-Saharan Africa, Google Cloud.
As retailers continue to explore AI-powered personalisation, solutions that combine product discovery, customer support, and behavioural insights are becoming increasingly important in shaping digital customer experiences.
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