Myprotein Pilots AI Shopping Assistant

Myprotein, a global sports nutrition brand with a DTC presence and retailer relationships with Walmart, GNC, The Vitamin Shoppe, Dick's Sporting Goods and Amazon, is piloting a conversational AI tool.

The company is leveraging THG Ingenuity's AI Shopping Assistant, which was developed with help from Google Cloud and its Gemini tool, to drive consumer engagement through personalized shopping experiences.

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The assistant uses real-time data and conversational context to help consumers discover products and answer their frequently asked questions in a chat setting. Additionally, it maintains a cohesive experience by communicating with a brand-specific tone of voice.

The shopping assistant has driven an 8x higher conversion rate (CRV) compared to Myprotein's site average, and an average order value increase of 20.8% (AOV), according to data from THG. The company has also experienced a 4.61% increase and 9.6% increase in CRV and AOV, respectively, for returning buyers. 

Myprotein is the latest company aiming to get ahead of shopper behavior shifts driven by AI. Forty-two percent of consumers now use AI tools to shop and 17% have used AI for product recommendations, according to Nielsen IQ. 

Kate Spade, a Tapestry brand, recently launched a shopping assistant as well, using an AI chat-style tool that allows consumers to get product recommendations for their gift-giving occasions, taking into account the recipient, the type of event and shopper intent.