New Way Now: Dunelm transforms product discovery with Gemini for customer experience
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New Way Now: Dunelm transforms product discovery with Gemini for customer experience
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*Featured in this video:* Patrick Say, Principal Product Manager at Dunelm
*Executive summary:* Dunelm, the UK's leading home furnishing retailer, partnered with Google Cloud to reimagine how customers discover, style, and shop for their living spaces. Using AI Commerce Search on Gemini for customer experience, Dunelm modernized its online search capabilities to better understand natural language queries and customer intent, cutting searches returning zero results down to less than 1%. Building on this success, Dunelm became one of the first UK retailers to launch the Shopping Agent on Gemini customer experience, utilizing Google’s Knowledge Graph to fast-track development by rapidly connecting its products and domain expertise to real-world context. The new “Ask Dunelm” agent evolves traditional search methods into multimodal, conversational experiences, allowing shoppers to describe what they are looking for in their own words, visualize products, and receive recommendations tailored to their individual style, budget, and needs.
*Challenge:* With digital channels accounting for nearly half of its total sales, a key part of Dunelm’s strategy is improving the ways customers connect to its products. In particular, its website search sometimes struggled to map the descriptive phrases people use when shopping to relevant product inventory, returning irrelevant recommendations or even no results at all.
*Solution:* Partnering with Google Cloud, Dunelm transitioned to AI Commerce Search on Gemini for customer experience, which harnesses commerce-tuned large language models to deeply understand the underlying context and shopper intent of natural language queries to surface more relevant results. After building this core search experience, Dunelm decided to continue enhancing its product discovery, becoming one of the first UK retailers to launch the Shopping Agent, powered by Gemini for customer experience. The “Ask Dunelm” agent helps customers discover products, styles, and inspiration, using multimodal capabilities to enable them to chat about products, receive personalized recommendations, and even visualize items directly in real living spaces. Google’s Knowledge Graph enabled Dunelm to quickly connect its product catalog and domain expertise with real-world context, delivering a custom agent trained on its unique ranges and the way its shoppers curate their homes in just one month.
*Results:* With Gemini for customer experience, Dunelm is redefining the traditional search through more natural, conversational experiences. Transitioning to AI Commerce Search significantly reduced search friction, with terms returning zero results dropping to less than 1%. The “Ask Dunelm” agent builds on this foundation, providing shoppers with an intuitive tool to help navigate choices, find inspiration, and confidently create homes they love.
*Key takeaways and highlights from our interview with Patrick Say, Principal Product Manager at Dunelm:*
→ “With Google's AI Commerce Search, we've been able to much better understand customer search intent. Customers are able to use much more natural language. Since we deployed it two years ago, we've seen our zero search results drop to below 1%.”
→ “Shopping Agent is a super exciting new tool, powered by Gemini. Essentially, it’s your personal shopping assistant in your pocket. Imagine you've gone to your friend's house and you really like the style of their living room. You can take a photo, upload it, and Shopping Agent will be able to advise you on what that style is, and then serve you the products as a result.”
→ “Shopping Agent is built in Gemini for customer experience. It's powered by the core Gemini model and trained in a retail-specific context. So, it intimately understands Dunelm’s product range.”
→ “Google Cloud and its knowledge graph capabilities mean we are able to stitch together those data points to create really relevant experiences for our customers. Google has billions of shopping queries a month, and we are able to harness that by being part of the Google ecosystem.”
*Google Cloud products used:* Gemini for customer experience.
*Learn more:*
→ Dunelm Launches 'Ask Dunelm' AI Shopping Agent https://corporate.dunelm.com/news/2026/dunelm-launches-ask-dunelm-ai-shopping-agent/
→ Dunelm Enhances Product Discovery with Google Cloud's Advanced Generative AI Technology https://www.googlecloudpresscorner.com/2024-10-09-Dunelm-Enhances-Product-Discovery-with-Google-Clouds-Advanced-Generative-AI-Technology
*Executive summary:* Dunelm, the UK's leading home furnishing retailer, partnered with Google Cloud to reimagine how customers discover, style, and shop for their living spaces. Using AI Commerce Search on Gemini for customer experience, Dunelm modernized its online search capabilities to better understand natural language queries and customer intent, cutting searches returning zero results down to less than 1%. Building on this success, Dunelm became one of the first UK retailers to launch the Shopping Agent on Gemini customer experience, utilizing Google’s Knowledge Graph to fast-track development by rapidly connecting its products and domain expertise to real-world context. The new “Ask Dunelm” agent evolves traditional search methods into multimodal, conversational experiences, allowing shoppers to describe what they are looking for in their own words, visualize products, and receive recommendations tailored to their individual style, budget, and needs.
*Challenge:* With digital channels accounting for nearly half of its total sales, a key part of Dunelm’s strategy is improving the ways customers connect to its products. In particular, its website search sometimes struggled to map the descriptive phrases people use when shopping to relevant product inventory, returning irrelevant recommendations or even no results at all.
*Solution:* Partnering with Google Cloud, Dunelm transitioned to AI Commerce Search on Gemini for customer experience, which harnesses commerce-tuned large language models to deeply understand the underlying context and shopper intent of natural language queries to surface more relevant results. After building this core search experience, Dunelm decided to continue enhancing its product discovery, becoming one of the first UK retailers to launch the Shopping Agent, powered by Gemini for customer experience. The “Ask Dunelm” agent helps customers discover products, styles, and inspiration, using multimodal capabilities to enable them to chat about products, receive personalized recommendations, and even visualize items directly in real living spaces. Google’s Knowledge Graph enabled Dunelm to quickly connect its product catalog and domain expertise with real-world context, delivering a custom agent trained on its unique ranges and the way its shoppers curate their homes in just one month.
*Results:* With Gemini for customer experience, Dunelm is redefining the traditional search through more natural, conversational experiences. Transitioning to AI Commerce Search significantly reduced search friction, with terms returning zero results dropping to less than 1%. The “Ask Dunelm” agent builds on this foundation, providing shoppers with an intuitive tool to help navigate choices, find inspiration, and confidently create homes they love.
*Key takeaways and highlights from our interview with Patrick Say, Principal Product Manager at Dunelm:*
→ “With Google's AI Commerce Search, we've been able to much better understand customer search intent. Customers are able to use much more natural language. Since we deployed it two years ago, we've seen our zero search results drop to below 1%.”
→ “Shopping Agent is a super exciting new tool, powered by Gemini. Essentially, it’s your personal shopping assistant in your pocket. Imagine you've gone to your friend's house and you really like the style of their living room. You can take a photo, upload it, and Shopping Agent will be able to advise you on what that style is, and then serve you the products as a result.”
→ “Shopping Agent is built in Gemini for customer experience. It's powered by the core Gemini model and trained in a retail-specific context. So, it intimately understands Dunelm’s product range.”
→ “Google Cloud and its knowledge graph capabilities mean we are able to stitch together those data points to create really relevant experiences for our customers. Google has billions of shopping queries a month, and we are able to harness that by being part of the Google ecosystem.”
*Google Cloud products used:* Gemini for customer experience.
*Learn more:*
→ Dunelm Launches 'Ask Dunelm' AI Shopping Agent https://corporate.dunelm.com/news/2026/dunelm-launches-ask-dunelm-ai-shopping-agent/
→ Dunelm Enhances Product Discovery with Google Cloud's Advanced Generative AI Technology https://www.googlecloudpresscorner.com/2024-10-09-Dunelm-Enhances-Product-Discovery-with-Google-Clouds-Advanced-Generative-AI-Technology
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