THG Commerce adds Criteo Sponsored Products to AI Shopping Assistant
On 11 October 2026, THG Commerce integrated Criteo Sponsored Products into its AI Shopping Assistant built on Google Cloud’s Gemini Enterprise. Early results show sponsored products surfaced through the AI Shopping Assistant achieved a click‑through rate more than five times the average and a conversion rate more than double the average.
The AI Shopping Assistant extracts keywords and filters from each conversation and turns them into tailored product recommendations, showing sponsored products only when they match the shopper’s query. Sponsored recommendations appear clearly labelled alongside organic suggestions within the same conversational response, using Criteo’s existing relevance models that apply keyword matching, semantic understanding and strict relevance thresholds. The service is delivered as a plug‑and‑play SaaS offering via Google Cloud Marketplace and can operate independently of any underlying storefront, alongside THG Commerce’s AI Stylist and Shopping Assistant Insights.
“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,” Darren Rajanah, Chief Revenue Officer, THG Ingenuity said.
“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,” Andy Stephen, Managing Director Retail Media UK, Criteo said.
The integration builds on THG Ingenuity’s existing partnership with Criteo and its broader collaboration with Google Cloud. THG Commerce has previously launched agentic commerce solutions on Gemini Enterprise, including the AI Stylist for virtual try‑on and Shopping Assistant Insights for shopper analytics.
What we know
THG Commerce says it is the first commerce technology provider in Europe to bring Criteo Sponsored Products into AI powered conversational search.
Early results show sponsored products surfaced through the AI Shopping Assistant reached a click‑through rate more than five times the average.
Early results show sponsored products surfaced through the AI Shopping Assistant reached a conversion rate more than double the average.