Frasers Group's new AI assistant boosts conversions by up to 25%

Frasers Group has launched an AI shopping assistant, Ask Frasers, across its Frasers website, with early indicators showing that conversion rates have increased by up to 25%.

The shopping assistant is meant to elevate the British department store's online experience, allowing customers to explore its product catalogue more intuitively and efficiently.

The AI asks questions, refines preferences and provides recommendations, helping shoppers to narrow down options and find more relevant products.

Since implementing the tool, Frasers Group said that early indicators show conversion rates increasing by up to 25% compared to traditional search experiences.

The launch of the AI assistant forms part of the group's continued investment in AI-driven discovery.

Richard Lallo, Group Head of Customer Marketing at Frasers Group, said: "At Frasers Group, we are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience.

"The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail."

In March, the department store formerly known as House of Fraser finalised its rebranding as Frasers, with a 2026 spring campaign featuring television presenter Cat Deeley.

The same month, Frasers Group took a 5.77% stake in footwear brand Puma and increased its financial exposure to the online fashion retailer ASOS.