Currys Launches AI Tool Action AI Across UK Stores to Boost Sales and Customer Experience

On Saturday, August 7, 2025, Currys PLC — the UK’s largest omnichannel technology retailer — quietly flipped the switch on something that could redefine how high-street electronics stores operate. In 16 physical locations across England and Scotland, a new AI tool called Action AI began guiding store managers not with guesses, but with pinpointed, real-time instructions on what to fix, what to push, and what to ignore. The rollout, led by Quorso, a London-based software firm, isn’t just a tech demo. It’s a quiet revolution in retail, one that turns mountains of sales data into single, actionable steps for frontline staff. And it’s coming to every Currys store by September 2025.

Why This Matters More Than You Think

For years, store managers at big-box retailers have been drowning in dashboards. Sales reports. Footfall counts. Survey scores. Promotional lift metrics. All of it, scattered across systems that don’t talk to each other. The result? Managers spend hours trying to figure out why a £300 soundbar is sitting unsold while a £99 phone charger flies off the shelf — and then they guess what to do next. Currys PLC didn’t want guesses anymore. They wanted clarity. That’s where Quorso came in. The software doesn’t just show trends — it tells you why they’re happening. And it tells you exactly what to do about it.

The Mechanics of Action AI

Here’s how it works: every hour, Action AI pulls data from Currys’ entire UK store network — over 300 locations — analyzing millions of transactions, customer feedback scores, and promotional performance metrics. It doesn’t just highlight underperforming products. It drills down. If a particular model of smart TV is selling poorly in Manchester but thriving in Bristol, the system doesn’t just say “sales down.” It shows you that Manchester’s staff aren’t demoing the TV’s voice control feature, while Bristol’s team are running live comparisons with competitors’ models. The tool then suggests: “Show customers how to ask Alexa to change channels using the TV remote — it increases perceived value by 37%.”

Store managers get a simple, clean dashboard. No jargon. No charts that need a PhD to read. Just: “Do this. Here’s why. Here’s what it did elsewhere.” Lindsay Haselhurst, Chief Operating Officer at Currys PLC, put it bluntly: “It cuts through the mountain of data... freeing up time to focus on what they do best — helping our customers.” That’s the real win. Not automation. Augmentation.

More Than Just Sales — A Cultural Shift

Martin Raper, Head of Operational Excellence at Currys PLC, noted that this isn’t just about moving units. “It’s about aligning every level of store operations,” he said. “We’ve seen stores with identical layouts and inventory perform wildly differently. Action AI finds those hidden best practices and makes them contagious.”

That’s the magic. It’s not about replacing humans. It’s about making every store manager feel like a top performer — even if they’re new, understaffed, or working in a location with fewer footfall numbers. The system learns from the best, then shares those lessons like a coach handing out game film. And it’s working. Early trials showed a 14% increase in conversion rates for targeted product categories within two weeks.

Quorso’s Bigger Play

Quorso isn’t some startup with a shiny app. It’s a serious player. Just weeks before the Currys launch, on July 7, 2025, the company secured a major growth investment from Summit Partners — a U.S.-based private equity firm known for backing scaling tech businesses. The funding was explicitly tied to international expansion and product innovation. Quorso already powers operations for giants like Dollar General and Walmart Mexico. But Currys? That’s their first major European partnership. And it’s a statement. If this works in the UK — where customers expect both premium tech and high-touch service — it could be the blueprint for retailers worldwide.

Part of a Bigger AI Strategy

This isn’t Currys’ first AI move. In July 2025, they rolled out an agentic AI video tool in partnership with Vyntelligence at one of Europe’s largest tech repair centers. That system analyzes video feeds from repair bays to flag inefficiencies — like technicians waiting too long for parts — and suggests workflow tweaks. Then came an internal AI platform that lets employees submit operational ideas. Now, Action AI completes the trifecta: frontline staff get smarter, repair teams get faster, and everyone gets heard. It’s not just tech for tech’s sake. It’s a holistic effort to make Currys’ physical stores not just survive, but thrive.

What’s Next? The September Rollout

By September 2025, every Currys store in the UK — from the high street in Glasgow to the shopping center in Bournemouth — will have Action AI live. The company says the goal isn’t just to increase sales. It’s to reduce stress. To cut down on guesswork. To make the job of store staff less overwhelming and more rewarding. And, ultimately, to make customers feel like they’re getting expert advice, not just a sales pitch.

Why This Could Change Retail

Think about it: for decades, retailers have chased online sales, assuming brick-and-mortar was doomed. But Currys is proving something else: physical stores aren’t dead. They’re just waiting for better tools. Action AI doesn’t replace the human touch — it enhances it. It gives staff the confidence to advise, the data to back it up, and the time to actually listen. In a world of algorithm-driven e-commerce, that’s a rare advantage.