TLDR: Gill Capital Group has successfully piloted generative AI-powered search agents and virtual shopping assistants for H&M’s e-commerce platforms in Indonesia and Thailand. Early trials have demonstrated significant improvements in customer engagement and sales, leading to plans for a full rollout across the region and expansion to other brands.
Singapore-based retail brand development and distribution company, Gill Capital Group, is making significant strides in retail innovation with the successful piloting of advanced AI shopping agents for H&M in Southeast Asia. The initiative, focused on H&M’s e-commerce platforms in Indonesia and Thailand, has yielded promising results in early trials, showing a notable increase in customer engagement and sales.
The pilot program introduces two key AI-powered tools: a generative AI-powered search agent and a virtual shopping assistant. These solutions are built on Google Cloud’s Vertex AI Search for Commerce, highlighting a strategic collaboration with Google Cloud and the Digital Industry Singapore (DISG) through its AI Cloud Takeoff (AI CTO) program.
The generative AI search agent is designed to tackle a persistent challenge in retail: inefficient search functionalities. Unlike traditional keyword-based systems, this AI agent comprehends the true intent behind natural language search queries, even accommodating local languages, English, and common typos. For instance, it can accurately interpret requests such as ‘blouse for hot weather’ in Thai or ‘elegant tunic for Eid’ in Bahasa, delivering contextually relevant product results. On the operational side, the agent also automates the analysis and organization of extensive product catalogues, thereby reducing the manual effort required from staff for keyword research and product tagging.
Complementing the search agent, the virtual shopping assistant offers a more interactive and personalized shopping experience. Developed also with Vertex AI Search for Commerce, this conversational agent provides tailored product recommendations and can handle complex customer inquiries, such as checking item availability in nearby physical stores. It also streamlines customer service by answering questions related to return policies, effectively bridging the gap between online and in-store shopping experiences.
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Following the successful pilot, Gill Capital Group plans a comprehensive rollout of these AI agents for H&M in Indonesia and Thailand later this year. The company also intends to extend the use of these AI technologies to other brands within its portfolio. A representative from Gill Capital, Siow, stated, ‘As part of the AI strategy, the company is bringing horizontal search and conversation use cases to other brands while pursuing new applications in key areas like supply chain optimisation.’ This indicates a broader vision for AI integration beyond customer-facing applications, aiming for holistic operational improvements.
