Marks & Spencer is harnessing artificial intelligence to enhance personal shopper interactions online, adapting communications and offering tailored product suggestions based on individual preferences.
According to Stephen Langford, 'we're using AI to adapt the language we use with shoppers, tailoring it to six different preferences, from emotional to straightforward prose.'
The service can suggest outfits from an extensive variety by merging insights from M&S's stylists and consumer inputs, exemplified by 450,000 quizzes completed to date.
Richard Price stated, 'We're turbo-charging online sales with a target of achieving half of our fashion sales digitally by 2028, up from one-third currently.'
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