THG Ingenuity Debuts Gemini-Powered AI Shopping Assistant
An eight-fold increase in conversion rates for Myprotein marks the launch of a new conversational AI tool from THG Ingenuity. Built on Google Cloud’s Gemini Enterprise Agent Platform, the assistant functions as a bespoke digital expert, shifting the standard ecommerce experience toward highly personalized, real-time consumer interaction.
The tool operates by analyzing product catalogs and brand-specific logic to provide context-aware guidance throughout the shopper’s journey. Unlike generic chatbots, this integration maintains a unique brand voice, answering technical queries while actively assisting with product discovery. Pilot results from Myprotein indicate that the AI drove a 22% uplift in average basket size alongside a 5.5x increase in conversion rates for first-time buyers.
Beyond immediate sales metrics, the agent captures behavioral data, offering brands granular insights into customer needs. Jo Drake, CTO of Platform at THG Ingenuity, noted that the technology streamlines the path to purchase while fostering deeper consumer loyalty. Maureen Costello, Vice President at Google Cloud, emphasized that the Gemini Enterprise Agent Platform allows brands to scale personalized service in ways previously unattainable. The assistant is currently available as part of the broader THG Ingenuity commerce suite.
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