British retailer Marks & Spencer (M&S) has expanded its AI data-driven capabilities across its entire clothing and home businesses, as it seeks to expand and strengthen its digital transformation across all divisions.

The multinational retailer said it extended its partnership with e-commerce and retail tech firm First Insight to integrate its bespoke customer- driven AI intelligence engine across product development, design, pricing, merchandising and marketing.

The technology enables M&S to capture real-time feedback from shoppers and use AI to make data-driven decisions to strengthen customer loyalty while identifying opportunities for growth.

Using this technology, M&S said it is able to collect customer data and analyse customer feedback and demand indicators, ensuring that new products are developed based on genuine shopper insights.

Richard Price, managing director of clothing & home at M&S said that the technology expansion has enabled the business to get closer to its customers and offer a “more compelling fashion-led experience” as it looks to become more relevant to a wider customer base.

M&S' partnership with First Insight began in 2015 and initially involved the integration of AI data to increase customer engagement, style perception and sustainable growth in the Lingerie category only.

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