Dunelm has launched a new AI-powered shopping assistant designed to help customers discover products, styles and inspiration through natural conversation.

The homewares chain said it is one of the first retailers in the UK to launch the new generation multi-modal shopping agent, which uses Google Cloud’s Gemini Enterprise for customer experience product suite.

The assistant, which is called “Ask Dunelm”, is now live within the Dunelm App on iOS. It allows customers to describe what they are looking for in their own words, ask questions about products, visualise products in their homes, and receive tailored recommendations.

Dunelm said the tool builds on the company’s existing use of AI across its digital channels and forms part of a broader programme of omnichannel development, designed to create a more seamless, personalised, and inspirational shopping experience for customers.

The company claims the assistant offers shoppers a more intuitive way to browse its homeware products and helms them discover items suited to their individual style, budget, and needs.

The launch of the tool follows the introduction of its app in February which has now been downloaded by over 500,000 customers. Dunelm said the app is now an important part of its omnichannel offering.

John Gahagan, chief technology and information officer at Dunelm, said the agent represents a significant step up in how customers can discover products, allowing them to shop through natural conversation rather than traditional search methods.

"Customers increasingly expect digital experiences that are intuitive and tailored to their needs,” he added. “By combining our deep understanding of home and customer preferences with Google Cloud's industry-leading AI capabilities, we've created a tool that can help customers navigate choices, find inspiration and confidently create homes they love.

"This is an exciting milestone, but it's only the beginning. As we continue to develop our App and broader omnichannel experience, we'll keep introducing new features that bring together the best of digital innovation and our specialist homewares expertise."

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