THG Ingenuity takes wraps off new AI shopping assistant in collaboration with Google Cloud
THG Ingenuity has launched a new AI shopping assistant, developed in collaboration with Google Cloud. This acts as a dedicated expert for online shoppers, understanding individual needs, product catalogues, and brand nuances.
Utilising Google Cloud’s conversational AI technology, including the Gemini Enterprise Agent Platform, the assistant provides real-time, context aware product discovery and answers frequently asked questions.
Early pilot data from Myprotein shows delivery of an eight-times higher conversion rate (CVR) compared to Myprotein’s site average, leading to an average order value (AOV) uplift of 20.8%. Returning buyers also drove a 4.61% increase in CVR and a 9.6% AOV uplift. Beyond direct sales metrics, those involved claim that the solution also provides brands with valuable insights into customer behaviour, enabling more informed and personalised strategies across all channels, and identifying key areas for customer education.
Jo Drake, CTO - Platform, THG Ingenuity, says: “The introduction of our AI shopping assistant marks a significant leap in personalised e-commerce. 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 e-commerce.”
Maureen Costello, Vice President, UK, Ireland and Sub-Saharan Africa, Google Cloud, comments: "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. These early results with Myprotein demonstrate that when AI is context aware and brand specific, it drives both deep customer loyalty and significant bottom-line growth."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
