Online builders’ merchant harnesses AI in bid to disrupt market

The online construction materials supplier,, is investing in web developments including cutting-edge AI and machine learning technology in its six digital superstores.

Drawing on the services of AI specialist Peak, the online builders’ merchant will use AI to provide a “hyper personalised” experience for customers on the website.

Peak’s Customer AI solution will provide predictive recommendations by learning from customers’ interactions with the website. The personalised experience helps connect customers with the products they are most likely to need, making navigating the catalogue of products much easier.

Ben Hodson, marketing director of, commented: “We are known as a positive disruptor in what has been a traditional sector, and this latest investment marks our continued commitment to keeping customers at the heart of our business and using exciting new technology to deliver real benefits to them.

“With over 75,000 products across our six superstores, many that are used in conjunction with others in tasks or projects, the introduction of tailored recommendations for all users, based on their usage of the site, will further enhance the customer’s experience on our websites.”

Andy Dunkley, CEO of, added: “We are proud to be the only builders’ merchant adopting AI in this way. Partnering with an AI leader like Peak is ground-breaking for the construction materials sector and will deliver clear benefits both to our customers and to our business."

Richard Potter, CEO of Peak, said: “Online traders have a huge opportunity to build stronger relationships with their customers. The use of data and AI is a key enabler for them in delivering a hyper-personalised service that ensures customers always find the right product at the right time for them. is taking an industry-leading approach to drive forward innovative new marketing methods to engage with customers in the optimal way.” 

Image: Andy Dunkley (left), CEO of, with marketing director Ben Hodson

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