Wilko.com is introducing “AI-driven capabilities” to its website search, product discovery and digital content through a partnership with Google Cloud.
The rollout marked a “significant step beyond standalone feature innovation” for the retailer’s online operation, its owner CDS Superstores said.
CDS said it was “not relying on off-the-shelf tools alone” and had developed a “hybrid AI approach” that combined its own trained models with Google Cloud’s technologies.
By combining large language models with internally developed models and proprietary data, which are “continuously refined through real-time behavioural data and product catalogue inputs”, the e-commerce platform enables “more natural, conversational queries and a more intuitive customer journey to purchase”.
“This isn’t about experimenting with AI, it’s about operationalising it,” said Ben Exall, group chief digital & marketing officer at CDS Superstores.
“Our focus is on building a retail platform that becomes smarter over time. By combining our own data and models with Google Cloud’s AI technologies, we’re able to move faster than traditional approaches and scale innovation in weeks, not months,” Exall added.
AI-led search and discovery capabilities have already been rolled out across other CDS platforms, and “delivered measurable uplifts” in both conversion and revenue.
Google Cloud technologies are being rolled out across the company as part of a multimillion-pound infrastructure project funded by CDS Superstores to modernise its retail brands, including The Range, Homebase and Bathstore.
“By anchoring Wilko.com’s digital transformation in Google Cloud AI, CDS Superstores is moving beyond standalone features to create a more adaptive and resilient business,” said Andrea Williamson, retail director, Google Cloud UK.
“We are proud to provide the technological backbone for an infrastructure project of this scale, helping Wilko stay ahead of evolving customer expectations,” she added.
Wilko made its rapid return to the high street in late 2023, just months after the retailer collapsed into administration, leading to the closure and carve-up of its 400 stores. CDS acquired the Wilko brand and e-commerce assets and began opening new stores.
“At a time when many retailers are still piloting AI, CDS Superstores is already deploying it at scale, positioning wilko.com as a faster-moving, more adaptive digital retail brand built for the future,” the company said.
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