The company that owns the “DIY.com” domain is taking a DIY approach to building generative AI solutions.
Kingfisher is the parent company behind U.K. retailers B&Q, Screwfix and French brand Castorama. Back in November, it created an AI chatbot assistant in-house on the Castorama’s website, in a trial use of the technology. Seven months later, the company’s digital team believes it’s been enough of a success that they plan to roll out the application to its other businesses.
It’s an example of a brand launching an AI feature without the assistance of the agency world, which has been hard at work to prove its relevancy in this area. WPP and Publicis Groupe, for example, kicked off this year touting their own expertise with generative AI. In particular, they took pains to stress the idea that brand marketers would need to rely on their developers, their engineers and their links to companies such as OpenAI and Anthropic, to make sense of this brave new world. But some marketers are finding that agency partners aren’t necessarily necessary.
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