My role is focused on technologies that will allow us to reduce costs, drive sales, and improve customer experience. I am running several transformative development programmes in alignment with the M&S digital first strategy, one of which is the implementation of a natural language solution driven by machine learning and BOT technologies for our store estate. Another is to modernise our contact centres with natural language call steering and voice automated self-service. These projects have been great examples of driving innovation in an established company with great heritage. How and why are M&S using natural language processing?