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H&M integrates chat offerings with Google messaging platform

A fast-fashion giant is opening access to its artificial intelligence (AI)-based virtual and live chat agents via Google Business Messages.

H&M customers can now engage with its virtual and live chat agents directly from Google services like Google Maps or Google Search. The retailer is integrating its Nuance Intelligent Engagement Platform, first deployed in 2018, with the Google Business Messages solution. Intelligent Engagement Platform assists H&M customers through their shopping experience and provides real-time answers to inquiries such as item availability, online order tracking status, and store locations and hours.

Meanwhile, Google Business Messages is a mobile conversational channel that combines app- and call-based entry points on Google Maps, Search, and brand websites. As a result, H&M hopes to enable more seamless cross-channel customer experiences while reducing contact center call volumes and increasing digital interactions. 

Online shoppers can engage with H&M through Google’s Business Messages initially in the U.S. market. H&M leverages the Intelligent Engagement Platform to provide customers self-service options 24 hours a day across 13 major online countries, including the U.S., U.K., Sweden, and Germany.

“We are delighted to work with H&M and Nuance to help H&M customers get answers to their questions, directly from Google Search using Business Messages,” said Rob Lawson, head of partnerships, business messaging at Google.
H & M Hennes & Mauritz AB was founded in Sweden in 1947 and has 51 online markets and more than 5,000 stores in 74 markets, including franchisees.

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