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

Shoppers can use technology to advise them on outfit choices based on their body shape and style preferences

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. Shoppers can also opt to fill out a quiz about their size, body shape and style preferences to receive relevant outfit ideas created by M&S’s AI-driven technology. Launching the retailer’s autumn ranges on Wednesday, Price said M&S had taken the largest share of the womenswear market in nine years this summer, despite what he called a “tough” season amid cool and wet conditions until late July.

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