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The Guardian - UK

Business

Sarah Butler

M&S using AI as personal style guru in effort to boost online sales

Richard Price TikTok

A model wear s an M&S electric blue velvet suit and off-kilter tie in a Georgian square — Marks and Spencer, which launched its autumn ranges on Wednesday, said it had taken the largest share of the womenswear market in nine years this summer. Photograph: M&S

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.

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