THE TECHNOLOGY INTERVIEW
CREDIT: THG INGENUITY
“ In a matter of a few minutes, we were building customised personal shopping apps for customers through the AI Shopping Assistant.”
The tool does this quickly by scraping a retailer’ s website to get product details from their catalogue and replicating the tone of their brands.“ At its core, shopping has always been conversational,” Jo says.“ In a store, you tell staff you have a wedding coming up and they guide you. Online shopping hasn’ t worked that way – until now. The AI helps shoppers navigate thousands of products through natural conversation. For first-time buyers, we’ re seeing massive jumps in conversion and order value because they find exactly what they need.
“ AI Shopping Assistant is built on Google’ s secure platform, but inside our dashboard, retailers have total control over tone, testing and product data. For sensitive categories like lingerie, brands can easily toggle the agent or virtual try-on features off whenever they choose.”
From a catwalk concept to measurable commercial impact THG Ingenuity’ s AI Shopping Assistant has already demonstrated strong results. Early pilot data from Myprotein’ s Fuelcoach – a customised version of the AI Shopping Assistant – underscores the impact of the agent. The AI Shopping Assistant has delivered an eighttimes higher conversion rate( CVR) compared to Myprotein’ s site average,
30 September 2026