“Agentic AI” might still be in its infancy but DIY giant Kingfisher is aiming to steel a march on its rivals through a multi-year partnership with Google Cloud to deploy AI-powered shopping tools across its ecommerce platforms.
The agreement will see the retailer roll out Google Cloud’s Vertex AI on the B&Q website as well as its sister brands, Castorama in France and Poland, and Brico Dépôt France, shifting away from traditional keyword-based search towards more personalised, conversational shopping experiences.
The tool is designed to replace rigid search functionality with more intuitive, AI-led discovery.
Kingfisher said the technology will better reflect how customers actually shop online, enabling faster and more accurate product discovery. Early trials at B&Q have already delivered “meaningful results”, according to the group.
Agentic AI assistants will also allow shoppers to plan home improvement projects, generate tailored shopping lists and complete purchases more seamlessly.
The agreement builds on a long-standing relationship with Kingfisher using Google Cloud to enhance its digital capabilities and fuel omnichannel growth. Ecommerce already accounts for more than 20% of Kingfisher’s Group sales.
It also expands on the success of Kingfisher’s in-house AI platform, Athena, which launched in 2023 to power virtual assistants like Hello Casto and Hello B&Q.
Beyond these customer tools, Kingfisher works closely with Google’s Ads and Shopping teams to improve online performance.
Kingfisher chief executive Thierry Garnier said: “Through this partnership, we are enabling our customers to search for and buy home improvement products with AI; delivering a fully personalised and easy shopping experience. These investments put Kingfisher at the forefront of AI-powered shopping, delivering meaningful innovation as part of our expanding digital ecosystem, and helping us to meet rapidly evolving customer needs.”
Google Cloud president and chief revenue officer Matt Renner added: “Kingfisher is setting a new standard for how retailers can use innovative cloud solutions to solve complex customer problems. By integrating Google Cloud’s Vertex AI and preparing its data for an agentic future, they are creating truly helpful, conversational shopping experiences. We are proud to be a part of Kingfisher’s digital transformation across the UK and Europe.”
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