Debenhams Group has announced the implementation of artificial intelligence technology at scale across its product pricing and promotions operations, marking a significant shift away from manual processes towards automated decision-making.

The retail group, which owns brands including PrettyLittleThing, Boohoo, BoohooMAN, Karen Millen, and Debenhams, is rolling out intelligent automation across its entire brand portfolio. The AI system enables real-time, automated pricing for thousands of stock keeping units, replacing traditional spreadsheet-based methods with faster, more precise, and data-driven approaches.

The technology allows Debenhams Group to respond more effectively to changing demand, seasonal trends, and inventory levels. The AI-driven approach aims to protect margins, minimise excess stock, and deliver more competitive pricing to customers.

The new system ensures pricing and promotions are more relevant and timely, with discounts tailored to individual product performance rather than broad, catch-all campaigns. This approach keeps pricing aligned with actual demand, enhancing both customer satisfaction and commercial impact.

The company says staff time previously spent managing spreadsheets can now be redirected toward strategy development. It added that manual processes previously resulted in reactive markdown cycles, while the automated system is designed to improve product movement through clearance and reduce stock buildup.

The retail group has partnered with AI platform Peak to deliver the technology transformation. Peak, which was recently acquired by NYSE-listed UiPath, provides the intelligent automation system that enables the real-time pricing capabilities.

"With this technology, we've fundamentally changed how we approach pricing," said Dan Finley, chief executive officer at Debenhams Group. "AI gives us the ability to make smarter decisions at speed, ensuring our promotions deliver the best value for our growing customer base and driving both business performance as well as the customer experience."

Richard Potter, chief executive officer at Peak, added: "This project illustrates how retailers can harness AI to enhance - not replace - human capability. This implementation has turned a pricing bottleneck into a competitive advantage and set a new benchmark for tech led retail transformation. Our work with Debenhams Group demonstrates the power of AI to drive real commercial outcomes, not just through automation, but by enabling smarter, faster decision-making."

The implementation comes as Debenhams Group continues its transformation following its rebranding from Boohoo Group in March, as part of a broader shift towards a marketplace model.

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