Marks and Spencer has signed a strategic partnership with Microsoft, with a view to “transform the retail experience using the power of artificial intelligence (AI)”.

The two organisations will work together to explore how new technologies can be utilised within the retail environment to improve customer experience and optimise operations. A team of AI engineers and product personnel from Microsoft will collaborate with the M&S Retail Labs team to accelerate the retailer’s digital transformation plans.

Steve Rowe, chief executive of M&S, said: “Working together with Microsoft to understand the full potential of how technology and artificial intelligence can improve the in-store experience for our customers and the efficiencies of our wider operations could be a game changer for M&S – and for retail.”

The partnership forms part of M&S’s technology transformation programme announced in January, designed to enable the retailer to become a digital-first player. Rowe continued: “M&S is transforming into a digital-first retailer, at a time when the sector is undergoing a customer-led revolution. We want to be at the forefront of driving value into the customer experience using the power of technology.”

Cindy Rose, chief executive of Microsoft UK, added: “The retail sector is one of the most challenging landscapes in the UK right now and we are thrilled to be working with M&S to explore how AI can help such an iconic brand transform the customer experience and improve wider operations.”

Following the announcement of the technology transformation programme, M&S confirmed that more than 100 of its stores would close by 2022. “We are making good progress with our plans to reshape our store estate to be more relevant to our customers and support our online growth plans,” the retail said at the time.

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