Electrical retailer Currys has appointed Native@AMV to lead its influencer marketing push into the AI era, at conclusion of a competitive pitch process.

Founded by AMV Group, the agency will now be tasked with developing a “creator-led platform to demystify AI for everyday consumers”, in a bid to make AI feel more accessible, useful and culturally relevant.

The move will also see Native@AMV create a series of humorous product-led spots under the banner “Currys Sells What Now?”, spotlight some of the retailer’s more unexpected or misunderstood tech.

“The Native@AMV team really impressed us with their ability to think differently: combining big strategic thinking with platform-native creativity in a way that felt fresh, relevant and right for our next chapter,” said Dan Rubel, brand and marketing director at Currys.

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“All combined with a fast, efficient weekly content cycle. We’ve always had a great relationship with AMV, and Native is an exciting new way to build on that.”

Native@AMV will now joins Currys’ broader hybrid model, which combines an in-house team with a roster of specialist agency partners including Fabric and iSite.

Sam Regan Asante, head of Native@AMV added: “This is a chance to evolve the kind of work Currys is already known for – funny, culturally sharp, always product-first – while also helping the brand shape a credible, consistent presence in one of tech’s most important spaces.”