End-to-end e-commerce platform THG Ingenuity has announced a new collaboration with Google Cloud with the bold aim being “to power the future of digital commerce”.

While Google owner Alphabet is a very much larger company than THG Ingenuity, it appears to be a very big deal for both of the partners with them saying the “far-reaching collaboration [is] designed to transform the scale, innovation, and future growth of THG Ingenuity and its digital commerce platform”.

Reports also suggested it could eventually lead to Google holding a small stake in THG Ingenuity valued at $1 billion (£749 million) or more.

We’re told that by combining Google Cloud’s “cutting-edge generative AI and data analytics products” with THG Ingenuity’s “end-to-end commerce and fulfilment capabilities, the agreement

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