M&S using AI as personalised style guru in hopes to boost sales

Shoppers can use technology to advise them on outfit choices based on their body shape and style preferences

Marks & Spencer is using artificial intelligence to advise shoppers on their outfit choices based on their body shape and style preferences, as part of efforts to increase online sales.

The 130-year-old retailer is using the technology to personalise consumers’ online experience, and suggest items to buy.