Salling Group is set to deploy Google's Gemini artificial intelligence assistant across its major online retail platforms, including BR, Bilka, and Salling.
The initiative aims to streamline the digital shopping experience by providing customers with AI-driven assistance for product discovery and decision-making.
The integration marks a significant step in the retailer's digital transformation strategy, leveraging large language models to enhance user engagement.
By embedding Gemini into its e-commerce infrastructure, Salling Group seeks to reduce friction in the online purchasing journey, allowing shoppers to find products more efficiently through conversational interfaces.
This development aligns with a wider industry shift toward generative AI in retail.
Recent analysis indicates that AI-led purchasing tools are reshaping consumer decision-making processes, moving beyond simple search functions to active shopping assistance.