THG Commerce integrates Criteo to monetize AI-driven shopping searches

The system analyzes keywords and filters from individual conversations to generate tailored suggestions. When a Criteo-sponsored item matches a shopper’s specific intent, it appears clearly labeled within the assistant’s response. According to early data, these sponsored products achieve a click-through rate more than five times higher than average, with conversion rates doubling typical benchmarks.

This deployment expands the reach of retail media beyond the traditional search box, targeting high-intent moments where shoppers describe specific needs or problems. The service functions as a plug-and-play SaaS offering via the Google Cloud Marketplace, designed to operate independently of a retailer's underlying storefront infrastructure. Darren Rajanah, Chief Revenue Officer at THG Ingenuity, noted that this capability captures traffic that previously remained outside the retail media ecosystem, ensuring that every advertisement remains contextually relevant to the user's current request.