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Marks & Spencer launches AI-powered photo search on mobile site

Lauretta Roberts
21 January 2019

Marks & Spencer has launched a new "Style Finder" visual search feature on its mobile site allowing customers to find products on its site by uploading a photo.

Initially available across womenswear and menswear, customers can use the service by uploading an existing photo or taking a new one of any outfit to reveal similar-looking products available at M&S.

The new tool, which was developed with Syte, uses artificial intelligence to display results with the closest-match and customers can add additional filters to help them find their ideal product based on personal preferences, such as size, price and colour.

The initiative is part of M&S’s digital-first strategy, which aims for a third of all Clothing & Home sales to be online by 2022.

Marks & Spencer

Style Finder

"We know our customers are busier than ever and are often most inspired when they're out and about. Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products.

"Enhancing the customer experience is central to our digital transformation journey. This is a brilliant example of how we're becoming more relevant, more often, to our customers who are increasingly shopping online and in particular using mobile devices," said M&S head of digital product and UX Jim Cruickshank.

M&S said almost 75% of all traffic to its website came from mobile and tablet devices.

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