ScottsMiracle-Gro Bringing GenAI Assistants Into Stores
ScottsMiracle-Gro is piloting generative AI assistants with field sales associates in a bid to deepen retail customer experiences.
The consumer products company is expanding its relationship with Google Cloud to launch an AI agent built on Vertex AI that’s available on a mobile device and provides personalized product recommendations and gardening advice.
The agent, which will be made available to 1,000-plus field sales reps in October, is designed to replace a 450-page product information document. Reps can ask questions about growing environments and seasonality using natural language prompts, and then quickly share back the info with in-store retail partners or consumers.
ScottsMiracle-Gro, which does about $3.6 billion in sales each year and has nearly 20 brands, intends to further refine the agent so it can introduce it to consumers across other channels at a later date.
CPG Team Advantage
Emily Wahl, VP of IT at ScottsMiracle-Gro, noted in a statement that they expect the solution will deliver a competitive advantage, letting them reinvent brand engagement and product education.
Indeed, rapidly increasing product expertise is expected by McKinsey & Company to become a key way generative AI will transform B2B seller productivity. While many CPGs remain cautious about unleashing such assistants on consumers, empowering in-store teams can serve as a competitive advantage while doubling as a generative AI testing environment.
Gartner’s 2024 research indicates that they’re right to view the technology as a strategic edge, as B2B sellers who effectively partner with artificial intelligence tools are 3.7 times more likely to meet their quotas than those who don’t, according to the firm.
