Bringing emotion and intuition back to online shopping
Transforming purchases into personalised experiences at the moment of need.
The WPP-Google partnership in action: AKQA’s Generative Store, built with Google Gemini, transforming luxury e-commerce into personal experiences.
Generative Store is an AI-powered e‑commerce experience that builds custom-crafted interfaces in real time, turning browsing into personal interactions. It replaces static catalogues with a living platform that listens, curates and designs based on each user’s intent.
By combining Google’s Gemini AI with AKQA’s creative and innovation expertise, Generative Store transforms e-commerce from transaction to relationship. It brings the craft of boutique retail into the speed and scale of digital, restoring the emotional connection once only possible in physical stores.
From rigid to reactive
For decades, e-commerce has prioritised efficiency over emotion. Grids, filters and menus have trained customers to search, not to discover. Luxury experiences, which thrive on curated, human-led storytelling, were constrained by technology. That magic, once impossible to replicate online, is now unlocked by AI. Generative Store reintroduces context, narrative and emotional connection to digital commerce.
“Commerce lost its sense of intimacy. Generative Store restores it by giving digital interfaces a memory, a mood, and a sense of occasion.”
EU Executive Technology Director AKQA Nicolas Le Pallec
Intent-led design
Every Generative Store is built in the moment of need.
Drawing from a brand’s design system, assets and heritage, even the ceremonial techniques of in-store advisors. It crafts a true digital reflection of the boutique experience.
For the first time, copy, imagery and storytelling adapt in real time to each visitor’s needs, personality and intent. Instead of a chat interface, users experience fully interactive, visually rich layouts that replicate the storytelling, cross-selling and personalisation of a luxury boutique at global scale.
The Gemini creative brain
Until now, true personalisation meant choosing between speed and brand control. Gemini eliminates that trade-off, interpreting each visitor’s context to assemble fully designed pages instantly, from trusted assets and design systems. The result is a bespoke experience, crafted for the individual, delivered in real time.
See how AKQA and Google Gemini are transforming luxury e-commerce into humanised interactions.
