Retailers will be able to monetise high-intent, conversational discovery traffic in a European first from THG Commerce.
The company, part of THG Ingenuity has partnered with Criteo to integrate sponsored products directly into its Gemini-powered AI Shopping Assistant.
The integration places sponsored and organic product recommendations side by side within the same conversation. Brands can reach shoppers in “AI-driven discovery moments,” when intent is high and recommendations are shaped by the shopper’s own words.
According to THG’s early results, it led to a click-through rate more than 5 times the average and a conversion rate at more than double the average.
“More and more, customers start their shopping journey with a conversation, describing what they need, the occasion they’re shopping for or the problem they want to solve,” said Darren Rajanah, Chief Revenue Officer, THG Ingenuity.
“That is some of the highest-intent traffic a retailer can have, and until now it has largely sat outside retail media. By bringing Criteo Sponsored Products into our AI Shopping Assistant, we’re helping retailers monetise those moments using the infrastructure they already have, while making sure every sponsored recommendation is relevant to what the shopper asked for. As with all our AI capabilities, this works as a standalone service that can integrate with any commerce platform.”
READ MORE – New CEO incoming as THG Ingenuity shakes things up at the top
The AI Shopping Assistant draws keywords and filters from each conversation and turns them into tailored product recommendations.
Then, when a Criteo sponsored product is eligible and relevant, it appears clearly labelled within the assistant’s response alongside organic recommendations.
“Shopping discovery is moving beyond the search box, and retail media needs to evolve with it,” added Andy Stephen, Managing Director Retail Media UK, Criteo.
“By bringing Criteo Sponsored Products into THG Commerce’s AI Shopping Assistant, brands can engage shoppers in high-intent moments with relevant, clearly labelled recommendations, while retailers retain control of the experience. This integration extends the value of Criteo Sponsored Products into conversational shopping and creates a new opportunity for retailers to monetise AI-led product discovery.”
