Marks & Spencer has now turned to artificial intelligence in order to recover its appeal to the customers after it formed a “game-changing” partnership with Microsoft.
The strategic partnership between the two firms will concentrate on testing the integration of the artificial intelligence (AI) technology of Microsoft into the stores and wider operations of M&S.
The retailer is now working with AI experts from the tech giant to study on how the technology could help in improving the shopping experience on the high street.
The announcement was released today. It comes a day after a former digital boss of M&S stated that the retailer should look at a partnership with Amazon in order to improve its digital infrastructure.
During the most recent results announcement of the company, Steve Rowe, the chief executive of M&S, said that the performance of the company in the digital sphere had not been good enough.
Today, he stated that the partnership with Microsoft would help in making M&S a “digital first” retailer.
Rowe stated: “Working together with Microsoft to understand the full potential of how technology and artificial intelligence can improve the in-store experience for our customers and the efficiencies of our wider operations could be a game changer for M&S – and for retail.”
M&S was tight-lipped regarding the ways that the AI might be applied. However, Rowe stated that it may be a “game changer” for the retail industry in the United Kingdom.
The chief executive of Microsoft UK, Cindy Rose, stated: “The retail sector is one of the most challenging landscapes in the UK right now and we are thrilled to be working with M&S to explore how AI can help such an iconic brand transform the customer experience and improve wider operations.”
Reportedly, Microsoft is working on a technology that would eliminate the need for cashiers and checkout lines from stores in a challenge to the automated shop of Amazon.