M&S is in trouble again! Desperate attempt to use AI to boost sales

M&S is in trouble again! Desperate attempt to use AI to boost sales

M&S is in trouble again, following a year of boycotts because of the Israeli genocide in Gaza and the lack of creativity on the shelves, the High street retailer is desperate and in a last ditch attempt it will use AI to boost sales in Q4.

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.

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.

Using AI to boost sales

The company will be using AI to boost sales, a service combines ideas from the £7bn company’s in-house stylists with information from the shopper to offer tips on which types of garment may go together.

The automation of product descriptions using AI has risen to 80% from almost nothing in the past year, although Langford added: “We still need a human in the process” to sense-check the output.

The one issue with AI style guru, it will lack the imagination and creativity to create unique outfits, and one passing shopper in Hammersmith said that “this will create robots, London is already miserable enough, we don’t need anymore help.”