{"id":4430765,"date":"2025-12-31T20:53:41","date_gmt":"2025-12-31T18:53:41","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/building-an-ai-powered-gift-giving-assistant\/"},"modified":"2026-05-15T14:40:34","modified_gmt":"2026-05-15T12:40:34","slug":"building-an-ai-powered-gift-giving-assistant","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-nl\/case\/building-an-ai-powered-gift-giving-assistant\/","title":{"rendered":"Building an AI-powered gift-giving assistant\u00a0"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<h1\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >bol<\/h1><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Building an AI-powered gift-giving assistant\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/01\/bol-ai-gift-assistant.webp\"\n\t\t\t\t\talt=\"bol gift giving app UX\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tAI Transformation\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Every holiday season, millions of people face the same dilemma: what do you get for that one person who \u201cdoesn\u2019t need anything?\u201d<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >That challenge is multiplied for bol, one of Europe\u2019s largest online retailers (often called the Amazon of the Netherlands), whose massive assortment makes it both a treasure trove and a maze for shoppers.<br><br>This year, bol wanted to make the gift-giving season smarter, funnier, and a little more human. The result? An AI-powered assistant that helps users find the perfect gift for everyone on their list. Whether you\u2019re shopping for a niece obsessed with slime or a coworker who collects indoor plants, this AI knows how to help.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"youtube\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"gdAy6qP3pao\"\n\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Turning endless choice into meaningful gifts<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>With thousands of options just a click away, even the best shopping experience can feel overwhelming. So our team asked a simple question:<br><br><em>How can we make finding a gift feel as thoughtful as the act of giving itself?<\/em><br><br>Our answer: give bol\u2019s entire catalogue a human touch by leveraging AI to act like that one friend who <em>always<\/em> knows what to get someone.<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"youtube\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"jW-lLUnDG3g\"\n\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Built with heart\u00a0<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>At its core, bol\u2019s AI Gift Giver is powered by Google\u2019s Agent Development Kit (ADK), making it one of the first large-scale generative AI deployments in European e-commerce.<br><br>Here\u2019s what\u2019s under the hood:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Gemini, Gemini Flash, and Flash Lite models, hosted on bol\u2019s secure Google Cloud Platform (GCP) environment.<\/li><li>A custom-built conversational interface that connects directly to bol\u2019s Search API, enhanced with semantic search. In other words, it understands \u201csomething for a 6-year-old who loves dinosaurs,\u201d not just exact product names.<\/li><li>A stateless, horizontally scalable backend, ensuring it runs smoothly for millions of shoppers at once. <\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>But the real magic comes from how tech and empathy meet: maintaining bol\u2019s trademark humour while making every interaction feel personal, safe, and on-brand.<\/p>\n<\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"youtube\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"0klXAEJropQ\"\n\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Designed to feel human<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Technology alone doesn\u2019t make a good shopping experience \u2014 tone, timing, and emotion do.<br><br>Our UX and creative teams worked closely with bol to design a flow that felt intuitive, friendly, and distinctly bol. The process unfolded in three stages:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li><strong>Discovery<\/strong>: We mapped the emotional highs and lows of gift shopping, including excitement and indecision, through a high-level Figma prototype.<\/li><li><strong>User Testing<\/strong>: Real shoppers tested the prototype, sharing thoughts as they explored. Every hesitation, laugh, and \u201cthat\u2019s clever\u201d moment helped us improve.<\/li><li><strong>Design Sprint<\/strong>: Together with bol\u2019s design stakeholders, we refined the conversational tone and visuals to balance warmth and wit.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>Then came the proof: an internal prototype tested by bol employees. They threw all kinds of gift requests at it (\u201csomething for my brother who only likes snacks and sleeping\u201d), helping us fine-tune pacing, humor, and flow. After several iterations, the assistant rolled out gradually, from 0.5% of users to 6%, before going live for everyone.<br><br>bol\u2019s AI Gift Giver transforms shopping from a transaction into an act of connection, bridging the gap between endless options and that \u201coh wow, that\u2019s perfect\u201d moment.<br><br>It also marks a shift in how major retailers think about e-commerce: blending generative AI, brand personality, and customer empathy into one <a href=\"https:\/\/www.deptagency.com\/solutions\/commerce\/\">cohesive commerce experience<\/a>.<\/p>\n<\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"youtube\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"ODTHjv6OHIg\"\n\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Getting it right matters<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Shoppers everywhere are curious about AI, especially when it promises to make their lives easier (and their gifts better). But curiosity only turns into trust when the experience actually delivers.<br><br>That\u2019s why getting it right from the start is essential. bol\u2019s AI Gift Giver was built with careful brand considerations, fine-tuning, and extensive testing to make sure every interaction felt seamless and safe.\u00a0<\/p><\/div>\n\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":94,"featured_media":4422761,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#8D0821","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4422767,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2026\/01\/bol-ft-vid.mp4"},"footnotes":""},"case-industry":[42388],"client":[90],"award":[],"person":[619],"case-category":[42401,42389],"class_list":["post-4430765","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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