Commerce solution provider THG Ingenuity has launched a new AI shopping assistant designed to deliver personalised shopping experiences, enhance customer engagement, and drive substantial commercial growth for brands.
Jo Drake, CTO, Platform, THG Ingenuity, said: “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.”
AI shopping assistant
Developed in collaboration with Google Cloud, the THG Ingenuity AI Shopping Assistant has utilised the Gemini Enterprise Agent Platform to provide real-time, context-aware product discovery and answer frequently asked questions. It provides brand-specific AI personas to reflect a unique tone of voice and product logic.
Early pilot data from the brand Myprotein show an eightfold higher conversion rate (CVR) compared to its site average, resulting in a 20.8% uplift in average order value (AOV). Returning buyers also drove a 4.61% increase in CVR and a 9.6% increase in AOV.
The AI shopping assistant also provides brands with insights into customer behaviour, enabling more informed and personalised strategies across all channels.
“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,” Maureen Costello, vice president, UK, Ireland and Sub-Saharan Africa, Google Cloud, said.
