Marks and Spencer is rolling out online photo search technology which enables shoppers to upload or take a photo of any outfit via their smart phone to search for similar products on the M&S website.

The new artificial intelligence (AI) powered tool, available on mobile devices, marks the latest stage in the High Street retailer’s digital transformation strategy, aimed at adapting to changing consumer trends for online shopping.

Customers can add additional filters to help them find their desired product based on personal preferences, such as size, price and colour.

M&S said that 75 per cent of all its online traffic now comes from mobile devices, while its £25 million digital strategy is aimed at securing a third of total clothing and home sales online by 2022.

The Style Finder feature is inspired by trends on social media apps such as Instagram and Pinterest, which enable consumers to tap on ‘shoppable’ images of individuals items which link to e-commerce sites.

The initial roll-out will be available across womenswear and menswear products, with suitable styles found in under 10 seconds.

Jim Cruickshank, head of digital product and user experience at M&S, said: "We know our customers are busier than ever and are often most inspired when they're out and about. Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products.”

Share Story: