Currys Puts AI Front and Center with Creator-Led Marketing Push
Tech jargon can be tough to crack, but UK retailer Currys wants to make sure everyone gets what artificial intelligence can do for them. That’s why they’ve just handed native@AMV—the creator-focused wing of the AMV Group—the reins on their fresh AI marketing strategy. After a competitive pitch, Currys decided to double down on a simple idea: Strip away the confusion, show real-life AI uses, and make it stick in people’s minds. Sounds easy, right? Not so much, unless you speak to consumers in a language they actually use.
The new plan revolves around a creator-led platform. No boring whitepapers or robot-sounding explainers here. Instead, native@AMV will tap a mix of relatable creators—think TikTokers, YouTubers, and everyday tech enthusiasts—who can break down complex AI concepts. Everything is in plain English, with a dash of humor and plenty of concrete, day-to-day examples. There’s even a dedicated AI social channel on the way, so you won’t need to dig through endless tech blogs if you’re curious.
Making AI Feel Human and Accessible
Currys isn’t just chasing likes though. They want people to see their stores and website as the actual home of AI. The campaign is packed with demo-rich, fast-paced videos, all designed to show how stuff like smart home gadgets, AI-powered appliances, and new tech launches work in the real world. The upcoming social feed won’t just show off futuristic inventions—it’ll explain how to use them and why they matter. Expect quick how-tos, myth-busting reels, and stories straight from creators’ real lives.
But Currys is also having some fun with their tech catalog. Alongside the straight-talking AI content, native@AMV is rolling out the cheeky ‘Currys Sells What Now?’ campaign. Think of it as a spotlight on tech you’d never expect—maybe a smart toaster that helps with breakfast or wearables with secret features. The first batch of these quirky ads hit social channels in May 2025 and is already getting people talking and laughing online.
The whole effort sits within Currys’ hybrid agency model, so their in-house talent and other partners like Fabric and iSite are dialing in, too. Dan Rubel, the retailer’s Brand and Marketing Director, says the partnership is all about blending sharp strategy with the fresh ideas you get when creators lead the way. Sam Regan Asante from native@AMV adds that this is a shot to keep Currys’ voice punchy and direct, especially as more shoppers want real, no-nonsense advice about fast-changing tech.
This campaign also builds on a long relationship between Currys and AMV BBDO. Past work together includes the 'Sigh of Relief' campaign, which snagged Channel 4’s Diversity in Advertising Award last year. Now, the focus shifts to showing that AI tech isn’t out of reach—or out of touch. With familiar faces leading the charge and real talk about what AI can and can’t do, Currys seems set on making tech approachable for everyone, from gadget geeks to first-timers just looking for the right coffee machine.
