Currys hires AMV agency to demystify AI for the masses

UK tech retailer Currys has strengthened its relationship with the AMV Group to realise its ambition to become “the home of AI”, offering consumers advice, access and expertise on the technology.

Native@AMV has been appointed following a competitive pitch process, and will lead Currys’ next chapter in AI marketing, spanning both product campaigns and always-on creator content.

It was launched in April 2024 and is led by Sam Regan Asante, former CEO of Joe Media and founding team member at Unilad, alongside AMV head of innovation Matt Henry.

At the heart of the activity will be a creator-led platform which will aim to demystify AI for everyday consumers. A new creator voice will front the content, with a brief to make AI feel accessible, useful and culturally relevant.

A dedicated AI-focused social channel is being launched, where fast-paced, amusing and educational content will explain what emerging tech can actually do for people – in plain English.

In parallel, the agency will also create a series of product-led spots under the banner ‘Currys Sells What Now?’. The campaign will spotlight some of the retailer’s more unexpected or misunderstood tech with the first wave of content going live this month across Currys’ social paid advertising.

Native@AMV joins Currys’ broader agency model, which combines an in-house team with a roster of specialist partners including the main AMV agency, as well as Fabric and iSite.

The appointment strengthens a long-standing relationship with AMV, which dates back to 2014, when the company was known as Dixons Retail. M&C Saatchi had been the previous incumbent.

Currys brand and marketing director Dan Rubel said: “The Native@AMV team really impressed us with their ability to think differently: combining big strategic thinking with platform-native creativity in a way that felt fresh, relevant and right for our next chapter. All combined with a fast, efficient weekly content cycle. We’ve always had a great relationship with AMV, and Native is an exciting new way to build on that.”

Native@AMV’s Sam Regan Asante added: “This is a chance to evolve the kind of work Currys is already known for – funny, culturally sharp, always product-first – while also helping the brand shape a credible, consistent presence in one of tech’s most important spaces.”