By injecting AI-powered attributes into its product feeds, M&S reports a measurable increase in click-through rates and revenue across its digital channels. The technology streamlines the workflow for product categorization, effectively reducing the reliance on multiple external partners previously needed to prepare items for market.
Stephen Orford, Head of Online Experience at Marks & Spencer, described the platform as a core component of the company’s current content strategy. According to Orford, the shift has already yielded tangible improvements in both operational efficiency and commercial output. Purva Gupta, CEO of Lily AI, emphasized that in an environment where search engines and AI tools function as the primary storefront, the precision of product data serves as a definitive competitive advantage for major retailers.
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