Frasers Group has launched an AI-powered shopping assistant designed to improve product discovery and increase online conversions for its premium fashion brand Frasers, previously known as House of Fraser.

The new tool, called Ask Frasers, has been deployed across the Frasers website and uses AI to provide product recommendations tailored to individual shoppers.

The retailer said early results show it increases conversion rates by up to 25 per cent compared with traditional search experiences.

The group said Ask Frasers is a context-aware assistant that goes beyond keyword search by interpreting product data such as features, availability and popularity signals to generate personalised responses.

The assistant uses technology from AI search technology firm Algolia and integrates with external large language models to support natural language queries.

Frasers Group said customers can ask the assistant questions, refine preferences, and describe what they are looking for, which allows the assistant to highlight relevant items, compare options and provide recommendations in real time.

The retailer said the tool aims to make browsing large product catalogues more intuitive and efficient.

“At Frasers Group, we are committed to enhancing the customer journey from discovery through to conversion by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience,” said Richard Lallo, group head of customer marketing at Frasers Group. “The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering.”

The rollout follows the recent relaunch of the Frasers brand as part of a broader repositioning strategy. The group said the introduction of the AI assistant forms part of continued investment in AI-driven discovery tools designed to improve speed, relevance and personalisation in online shopping.

Earlier this week, Tesco announced it is testing a new AI‑powered shopping assistant in its app, rolling out the product to 280,000 of its staff as a pilot.

Tesco said the assistant will initially focus on meal planning by responding to conversational prompts with recipe ideas that can be tailored based on customers’ preferences and dietary needs. It can then suggest ingredients to add to customers’ baskets, using factors including previous shopping history and product preferences.

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