Marks & Spencer partners with Microsoft to place AI at the heart of its operations

Marks & Spencer has announced a partnership with technology giant Microsoft that will place AI (artificial intelligence) at the heart of its stores and operations as it moves to become a "Digital First" retailer.

The partnership will see the two organisations work together to explore how technologies such as artificial intelligence can be employed within the retail environment to improve customer experience and optimise operations. A team of "world-class AI engineers and product personnel from Microsoft" will partner with the M&S Retail Labs team "to accelerate M&S’ digital transformation".

M&S CEO Steve Rowe, said M&S was making the transformation to a Digital First retailer "at a time when the sector is undergoing a customer-led revolution. We want to be at the forefront of driving value into the customer experience using the power of technology.

“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," Rowe said,

“We firmly believe that AI has the power to amplify human ingenuity,” says Cindy Rose, CEO, Microsoft UK. “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.”