M&S using AI as personalised style guru in hopes to boost sales

Marks & Spencer is using artificial intelligence to advise shoppers on their outfit choices based on their body shape and style preferences, as part of efforts to increase online sales. The 130-year-old retailer is using the technology to personalise consumers' online experience, and suggest items to buy. Stephen Langford, the company's director of online, said M&S was using AI to adapt the language used to address shoppers, tailoring to six different preferences such as emotional, descriptive language or more straightforward prose. One of its aims is to personalise online interactions with shoppers, he said, such as prioritising products most relevant for an individual. Male shoppers would be less likely to be offered the latest deals on bras, for example.