CREDIT: THG INGENUITY
THE TECHNOLOGY INTERVIEW
THG Ingenuity’ s AI Shopping Assistant has delivered
8x
higher conversion rates for Myprotein 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 numbers, the tool has helped Myprotein to understand what customers are interested in at the moment. For example, Jo highlights how most customers in June looked up what sort of protein to have alongside taking GLPs like Manjaro or Zempel, which aim to control appetite and slow digestion.
“ It’ s only when you look at the data on Myprotein’ s Fuelcoach that you see the top categories people are talking to the shopping assistant about,” she explains.“ GLPs were the main focus, closely followed by women’ s hormonal health.”
Fuelcoach doesn’ t require users to have an account but if you have one, the AI uses skills and memory to remember your preferences.
“ We built a goal selector that asks if you’ re doing weight training, bodybuilding, weight loss, or pilates,” Jo says.“ Once it remembers you do pilates, it automatically surfaces pilates outfits and gear, or aligns with your dietary needs, like suggesting vegan products if you are vegan.
“ We’ ve even been testing it with groceries. You can ask,‘ Here’ s my diet plan, what’ s my shopping list?’ and add it to your basket.”
Transforming tech and engineering culture THG Ingenuity partnered with Google Cloud in October 2025, with the plan to harness Google Cloud’ s Vertex AI platform and Gemini models.
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