Marks & Spencer applies AI to clothing and home segment merchandising
A British apparel and food giant is expanding its use of AI to support a range of enterprise activities in its clothing and home categories.
Marks & Spencer is expanding an implementation of First Insight AI-based solutions across product development, design, pricing, merchandising, and marketing in its lingerie category to encompass its entire clothing and home business.
As a result, Marks & Spencer hopes to further enhance customer engagement and brand perception across all categories. The retailer says it has already enhanced profitability and advanced sustainability goals.
Other benefits Marks & Spencer has achieved include the ability to continually listen to customer feedback and demand indicators, helping ensure that it develops new products based on relevant shopper insights.
According to the retailer, this approach has strengthened customer loyalty, improved product-market fit, and identified growth opportunities.
"Our partnership with First Insight has supported our strategy to reshape for growth, as we maintain and extend our lead on quality and value and continue to drive style perceptions,” said Richard Price, managing director of clothing & home at Marks & Spencer. "First Insight’s AI-driven intelligence has empowered us to get closer to our customers and offer a more compelling fashion-led experience as we seek to become more relevant, to more people, more often."
Along with solutions from AI-based collaborative planning technology provider o9 and product lifecycle management software developer PTC, Marks & Spencer is using First Insight's customer-driven AI intelligence engine to support its data-drive, customer-centric transformation strategy.
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"Working closely with Richard and his team has been an inspiring story of growth," said Greg Petro, CEO of First Insight. "For Marks & Spencer, human-AI collaboration is a strategic advantage, enabling us to harness AI, generative AI, and human computational modeling to bring the voice of the customer into every product decision."
