THG Ingenuity: personalised AI product recommendations now drive 5% of all site revenue for clients

THG Commerce, a solution from THG Ingenuity, reports that personalised AI product recommendations now drive 5% of all site revenue for its clients, including LOOKFANTASTIC.    

Through product attribution modelling and semantic search, THG Commerce has integrated data led AI into the customer experience, driving revenue with its AI tools like the Foundation Finder. 

“AI is actively reshaping commerce. We’re already seeing it used to integrate product listings, create context driven shopping journeys, refine product recommendations, and streamline inventory management,” says Lucy Cooper, Chief Commercial Officer, THG Ingenuity. 

Addressing a need for personalised recommendations to drive increased basket value and customer acquisition and loyalty, THG Commerce launched Foundation Finder. The tool determines customer preference on foundation type while still ensuring perfect shade match, utilising in-house colour algorithms and data taken from LOOKFANTASTIC’s laboratory equipment. THG Commerce’s AI technology then recommends a shade that is a good match for another foundation product that the customer already uses. 

LOOKFANTASTIC, a THG Commerce client, launched the Foundation Finder on its site in 2023. The tool has since seen c.600k visits, resulting in 73% of customers purchasing a new foundation brand, while 96% of customers purchased a new product. 22% made their first foundation purchase using the tool. 

“With AI, we can instantly analyse customer behaviour, enabling highly tailored experiences that drive engagement, loyalty, and increased conversions. The rise of GenAI is pushing these capabilities even further, surfacing highly relevant recommendations that feel intuitive and frictionless for shoppers,” says Cooper. 

“AI isn’t just optimising commerce - it’s transforming it into a smart, interconnected ecosystem where personalisation, efficiency and innovation converge. AI driven strategies can boost customer lifetime value by up to 40% and brands that fully embrace AI will be the ones that scale smarter, operate more effectively, and build lasting relationships with their customers.”

THG Commerce has launched its Concealer Finder on LOOKFANTASTIC with 420 shades across 18 concealer products. This works in conjunction with the Foundation Finder to predict a perfect match for customers shopping online. 

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.