Decision Marketing Mentions First Insight | M&S Rolls Out AI Intelligence to Clothing & Home Unit
Marks & Spencer is ramping up its digital transformation strategy by boosting its adoption of AI-driven intelligence through the expansion of its near decade-long relationship with US retail tech specialist First Insight.
Initially launched in 2015 with a focus on the lingerie category, the partnership has now been expanded to encompass M&S’s entire Clothing & Home business, allowing the retailer to further enhance customer engagement and brand perception across all categories.
Over the past decade, First Insight has become one of M&S’ core technology partners, alongside o9 and PTC.
Together, these collaborations have enabled the company to evolve from a traditional retailer into a data-driven, customer-centric organisation. By integrating First Insight’s customer-driven AI intelligence engine across product development, design, pricing, merchandising, and marketing, M&S has enhanced profitability while advancing sustainability goals.
Through First Insight’s technology, including the Value Score, M&S continually listens to customer feedback and demand indicators, ensuring new products are developed based on genuine shopper insights. This approach has strengthened customer loyalty, improved product-market fit, and identified growth opportunities.
The two companies insist the expanded partnership exemplifies their dedication to retail innovation and excellence in product development. They maintain that the deal ensures M&S remains at the forefront of the industry while delivering on its promise of an unbeatable mix of style, quality, and value, when and how its customers want it.
M&S managing director of Clothing & Home Richard Price said: “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.
“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.”
First Insight chief executive Greg Petro added: “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.
“M&S consistently anticipates and meets shopper needs, launching products and strategies that truly excite and inspire. 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.”
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