AI-driven retail solutions provider First Insight has expanded its partnership with Marks & Spencer (M&S), extending its services across M&S’s entire Clothing & Home business.
Originally focused on the Lingerie category in 2015, this collaboration now aims to enhance customer engagement and drive digital transformation across all segments of M&S Clothing & Home.
“Our partnership with First Insight has supported our strategy to reshape for growth, as we maintain and extend our lead on quality and value and continue to drive style perceptions,” said Richard Price, Managing Director of Clothing & Home at M&S. “First Insight’s AI-driven intelligence has empowered us to get closer to our customers and offer a more compelling fashion-led experience as we seek to become more relevant, to more people, more often.”
Over nearly a decade, First Insight has become a cornerstone of M&S’s technological evolution, working alongside partners like o9 and PTC to position the retailer as a data-driven, customer-focused organisation.
By leveraging First Insight’s proprietary AI tools, including its Value Score, M&S integrates customer insights into every facet of its operations, from product development and pricing to marketing and merchandising.
Greg Petro, CEO of First Insight, said: “For M&S, human-AI collaboration is a strategic advantage, enabling us to harness AI, generative AI, and human computational modeling to bring the Voice of the Customer into every product decision. This blend of technology and human intuition keeps M&S ahead of shifting consumer preferences, reduces risk, and consistently delivers products that resonate. It’s a partnership built on shared values, and we’re proud to support M&S as they continue to reshape for growth and do the right thing for their customers.”
With First Insight’s tools, M&S identifies growth opportunities, ensures product-market alignment, and reinforces customer loyalty by basing product decisions on real shopper feedback and demand indicators.
Read article on Customer Experience Magazine.
