Artificial intelligence: the opportunities and threats

Success in fashion retail was once predicated on having an instinct for the next big thing. But in an omnichannel, social media-saturated consumer environment, human powers of divination alone – even those informed by trend forecasters – are not enough. The best fashion businesses are increasingly combining human with artificial intelligence (AI) to improve customer service, identify consumer trends, offer greater personalisation and to ensure their supply chain is as responsive as it can be. Last month, Marks & Spencer announced it was replacing switchboard staff with AI technology to increase the speed it deals with customer complaints and queries. The system recognises human speech and routes calls to relevant departments, and will be used in all 640 M&S UK stores by the end of this month, as well as its 13 UK call centres.