How Kingfisher Powers Agentic Commerce with Google Cloud AI

AI agents are everywhere. And now they can help you shop.   

Embracing this phenomenon, Kingfisher is stepping up its digital ambitions with a major new partnership with Google Cloud, aiming to transform how customers browse and buy DIY products online.

The multi-year agreement signals a clear shift away from traditional e-commerce tools towards a more intelligent, conversational shopping experience powered by agentic AI.

For a retailer behind well-known brands such as B&Q and Castorama, the move reflects changing consumer expectations, where speed, relevance and personalisation are no longer optional.

At its core, the partnership is about rethinking how people shop for home improvement. 

Instead of relying on basic keyword searches, customers will increasingly interact with AI systems that understand context, intent and even project-level needs.

“Through this partnership with Google Cloud, we are enabling our customers to search for and buy home improvement products with AI – delivering a fully personalised and easy shopping experience,” says Thierry Garnier, CEO of Kingfisher.

“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.”

From keyword search to conversational discovery

A central part of the strategy is the rollout of more advanced search capabilities using Google Cloud’s AI technology. 

Kingfisher is adopting Vertex AI Search for Commerce to replace rigid search functions with a more natural, intuitive approach.

This means shoppers will be able to describe what they are looking for in everyday language and receive tailored results that better match their needs. 

Whether planning a bathroom renovation or searching for specific tools, the experience is designed to feel less like a database query and more like talking to a person.

Early testing at B&Q has already delivered promising results, suggesting that customers are responding well to this fluid way of finding products.

Agentic AI brings project planning to life

Beyond search, the partnership introduces a more ambitious concept: agentic commerce. 

This next generation of AI goes further than responding to queries. It actively helps customers plan and execute projects from start to finish.

Using Kingfisher’s extensive catalogue of products and data, these AI agents will be able to suggest materials, create detailed shopping lists and guide users through complex home improvement tasks.

The goal is to remove friction from the entire process, from inspiration to checkout.

In practical terms, a customer renovating a kitchen could receive step-by-step recommendations, cost estimates and a ready-to-buy basket without needing to jump between multiple pages or tools. 

This kind of proactive support could prove especially valuable for less experienced DIY customers who may find large projects overwhelming.

Matt Renner, President and Chief Revenue Officer at Google Cloud, adds: “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."

Building on a growing digital ecosystem

Kingfisher has been investing heavily in its digital infrastructure for several years, with e-commerce already accounting for more than a fifth of its total sales.

The company’s in-house AI platform, Athena, launched in 2023, laid the groundwork for many of these innovations.

Tools such as Hello Casto and Hello B&Q have already introduced customers to AI-driven assistance.

Behind the scenes, the company is also strengthening its data foundations.

The modernisation of its central data platform, known as Nucleus, is ensuring that the business can securely manage and utilise vast amounts of information to support future AI developments.

At the same time, closer collaboration with Google’s advertising and shopping teams is helping Kingfisher refine how it reaches customers online, improving both visibility and performance.

Taken together, these efforts point to a retailer positioning itself for the next phase of digital commerce.