Case Study: Data, AI, and the Evolution of Marks & Spencer


Marks & Spencer (M&S), a major British multinational retailer specializing in clothing, beauty, home, and food products, has been proactive in leveraging Artificial Intelligence (AI) and machine learning technologies to transform its business. With roots dating back to the late 19th century, M&S has recently undergone a significant shift to incorporate data-driven and AI-led practices into its business strategy. Partnering with technology companies like SymphonyAI and acquiring intellectual property from platforms like Thread, M&S aims to create a seamless, efficient, and personalized shopping experience for its customers both in-store and online.

Key Takeaways

  • M&S has partnered with SymphonyAI to implement computer vision and AI-based store intelligence across 500+ stores.
  • M&S acquired the intellectual property of Thread, a personalized fashion app, to improve its online platform.
  • The retailer has launched a data and AI strategy focused on understanding customer behavior, increasing efficiency, and reducing waste.
  • M&S is also exploring generative AI for e-commerce personalization, aiming for a sustainable transformation.

Deep Dive: Data, AI, and the Evolution of Marks & Spencer


M&S has adopted a multifaceted approach to integrating AI into its operations. Initially launched in 2019, their data and AI strategy focuses on collecting and analyzing data to provide valuable insights into customer behavior. Additionally, their ‘buy not build’ strategy is evident through partnerships and acquisitions aimed at quickly integrating effective technologies.


In-store, M&S implemented SymphonyAI’s computer vision technology to improve shelf compliance and task prioritization for store associates. These handheld devices scan products and compare them to store-specific planograms, facilitating real-time insights. Online, M&S acquired the technology from Thread to offer personalized fashion suggestions. They appointed 30 of Thread’s former data scientists to form a new ‘personalized discovery team’ within their data and digital function.


The implementation of SymphonyAI technology has allowed M&S to create a more connected in-store experience, with actionable tasks for store associates. Their AI strategy as a whole has been transformative, driving business growth and reducing waste. Online, the acquisition of Thread’s technology aims to significantly personalize the customer experience on the M& platform.

Challenges and Barriers

While the adoption of AI technologies promises multiple benefits, it’s not without challenges. There are potential hurdles in ensuring data privacy, especially with personalized online experiences. Also, the constant need for updates and adaptability poses a challenge for a smooth, ongoing transition into a more tech-driven environment.

Future Outlook

Marks & Spencer appears to be in the initial stages of a significant transformation. By leveraging AI in its e-commerce strategies—similar to what Tapestry has done with generative AI—M&S is looking to sustain this transformation for years to come. There is a strong focus on not just implementing AI but doing so in a manner that is sustainable and can evolve with emerging trends and technologies.


Marks & Spencer has been assertive in adopting AI and data strategies to drive its business growth and customer engagement. Through its partnerships, acquisitions, and internal strategies, M&S is well on its path to becoming a more efficient and data-driven organization. Despite challenges, the retailer is steadfast in its mission to evolve sustainably, indicating that AI will remain a crucial part of its business strategy for the foreseeable future.

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