Debenhams Group has inked a multi-year agreement with Amazon Web Services (AWS) to accelerate AI adoption. The move aims to bolster growth amongst its brands, including Debenhams, PrettyLittleThing and boohoo, while enhancing CX for shoppers, with a focus on AI-powered personalisation, search & discovery and product recommendations.

Debenhams Group already uses AWS across its platform, leveraging the cloud-based tech to power its marketplace, supporting seamless onboarding for third-party brand partners and delivering “effortless purchasing journeys” for customers.

The extended partnership with AWS will see Debenhams deploying advanced technologies, including Generative AI (GenAI) to increase operational efficiencies and further improve its personalisation capabilities.

“Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer,” Dan Finley, CEO of Debenhams Group, said. “We’ve successfully replaced outdated legacy systems with scalable, cloud-first architecture that’s adaptable, resilient and built to support innovation well into the Group’s future.

Debenhams doubles down on AI plays

Debenhams will deploy AI-generated content, powered by Amazon Bedrock, to automate product descriptions and translations across tens of thousands of SKUs. This will improve consistency of product information, as well as enhancing localisation and speed to market.

Debenhams will also use AI for image-based search and product recommendations, using its Interactive AI Room Styler, which was co-developed through the AWS Prototyping investment programme. This allows customers to upload a photo, select a design style and then receive personalised decor suggestions, linking inspiration directly to shoppable listings.

The retailer will also leverage AI to improve search and navigation, making the UX on-site more intuitive and user-friendly, helping customers discover more relevant products, faster and more seamlessly.

“Our strategic investment in AI and emerging technologies will not only future proof the business, but create a faster, smarter and more personalised experience for customers.”

Dan Finley, CEO, Debenhams Group

“Debenhams has already achieved impressive results, developing a highly innovative digital commerce platform on AWS that is a strong example in the retail industry,” Duncan Stewart, Head of Retail & Consumer Packaged Goods UK&I at AWS, commented.

“By leveraging the flexibility and scalability of the cloud, Debenhams Group now has the technology foundations to quickly build and deploy innovative new AI-powered products and services across all of its brands, which will help drive business productivity and growth,” Stewart added.