THG Ingenuity has unveiled a new AI Shopping Assistant designed to enhance online shopping experiences through conversational artificial intelligence. Developed alongside Google Cloud, the solution is intended to help brands offer more tailored interactions while improving commercial performance. The company said the assistant has already generated measurable gains, including a 5.5-fold increase in conversion rates among first-time buyers and a 22% rise in average basket size.

The platform functions as a digital shopping expert that can interpret customer requirements while understanding product catalogs and brand-specific characteristics. Built on Google Cloud technologies that include the Gemini Enterprise Agent Platform, the assistant supports product discovery and responds to common customer questions in real time. The system also aligns with individual brand identities, allowing interactions to reflect specific messaging styles and product frameworks across online storefronts.

Initial deployment data from Myprotein provides an early indication of the technology’s performance. According to the pilot results, shoppers engaging with the AI Shopping Assistant converted at a rate eight times higher than the brand’s overall site average. The same implementation produced a 20.8% increase in average order value, indicating stronger purchasing outcomes among customers interacting with the assistant.

The impact extended beyond first-time shoppers. Returning customers generated a 4.61% increase in conversion rates alongside a 9.6% improvement in average order value. In addition to supporting sales activity, the platform gathers information about customer interactions and preferences. These insights can help brands refine personalization efforts across channels while highlighting topics where consumers may require additional guidance or education.

Executives from both companies emphasized the role of conversational AI in strengthening customer engagement. THG Ingenuity described the assistant as a way to simplify shopping journeys while helping brands build stronger consumer relationships. Google Cloud highlighted the value of context-aware and brand-tailored AI experiences, pointing to the Myprotein results as evidence that customized AI interactions can support both customer retention and business growth.

📊 What This Means (Our Analysis)

The launch stands out because it links conversational AI directly to measurable ecommerce outcomes rather than focusing solely on automation. The reported improvements in conversion rates and order values suggest that personalized digital assistance can influence purchasing decisions while helping shoppers find products more efficiently.

Equally important is the combination of sales performance and customer intelligence within a single system. By delivering brand-specific interactions and generating insights from customer behavior, the technology gives companies a clearer view of consumer needs while creating opportunities to improve engagement across multiple touchpoints.

📌 Our Take: As brands seek more personalized digital experiences, AI assistants that combine guidance, discovery, and customer insight may become a central part of online commerce strategies.