Kingfisher has struck a multi-year partnership with Google Cloud to deploy AI-powered shopping tools across its banners, as the DIY giant looks to position itself at the forefront of “agentic commerce”.
The agreement will see the retailer roll out Google Cloud’s Vertex AI across the e-commerce platforms of B&Q, Castorama in France and Poland, and Brico Dépôt France, shifting away from traditional keyword-based search towards more personalised, conversational shopping experiences.
Moving beyond keyword search
At the core of the partnership is the rollout of Vertex AI Search for Commerce, 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.
Entering the era of agentic commerce
The retailer is also investing in agentic AI, or systems capable of proactively supporting customers through more complex purchasing journeys.
These AI-powered assistants will allow shoppers to plan home improvement projects, generate tailored shopping lists and complete purchases more seamlessly.
Thierry Garnier, CEO of Kingfisher, said the move represents a step-change in how customers interact with its digital platforms.
“These investments put Kingfisher at the forefront of AI-powered shopping… helping us to meet rapidly evolving customer needs,” he said.
Industry shifts towards AI-led discovery
Kingfisher’s move comes as retailers increasingly race to embed AI into the customer journey, particularly at the discovery and inspiration stage.
John Lewis is also making a significant push into AI-powered shopping, with plans to serve products directly through platforms such as Google Gemini and ChatGPT later this year.
The ambition is to enable customers to discover and purchase products within these environments in just a few clicks, marking a shift towards embedded, conversational commerce.
The investment forms part of John Lewis’ £800 million transformation programme and builds on its partnership with commercetools to integrate AI-led capabilities into its digital ecosystem.
The retailer has also been expanding into new discovery-led channels, including a recent pilot on TikTok Shop and an upcoming expansion into on-demand delivery with Uber Eats, allowing customers to receive products in under 45 minutes.
Building on existing AI and data foundations
For Kingfisher, the partnership builds on its existing digital infrastructure, including its in-house AI platform Athena, launched in 2023, which powers virtual assistants such as Hello Casto and Hello B&Q.
It also leverages the retailer’s central data platform, Nucleus, which underpins its AI capabilities and supports a more unified view of customer and product data.
Google Cloud president and chief revenue officer Matt Renner said the collaboration demonstrates how retailers can use AI to solve more complex customer challenges.
“By integrating Google Cloud’s Vertex AI and preparing its data for an agentic future, they are creating truly helpful, conversational shopping experiences,” he said.
Digital growth continues
The deal comes as Kingfisher continues to scale its digital operations, with e-commerce accounting for more than 20 per cent of group sales as of the third quarter ending 31 October 2025.
The retailer said the partnership will support its wider omnichannel strategy, enhancing both customer experience and online performance across its European markets.
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