Debenhams Group has rolled out a new artificial intelligence system across its fashion brands as it seeks to sharpen trading decisions during the crucial Christmas trading period.
The Manchester-based retailer, which owns PrettyLittleThing, boohoo, boohooMAN, Karen Millen, and Debenhams, said that it had deployed an agentic AI platform developed with Peak, a UiPath company.
The move follows a partnership agreed in June to test how AI could improve product pricing and promotions.
The technology draws together data on stock, pricing, and promotional activity in order to provide a clearer picture of demand and trading performance.
Debenhams Group said the system is designed to forecast, guide, and autonomously execute decisions, increasing both the speed and accuracy of changes made during the high-volume festive period.
The initiative forms part of the group’s broader push to raise operational efficiency and react more quickly to shifts in customer behaviour. Executives said merchandising teams would save time each month, while coordination across brands would improve in the run-up to Black Friday and Christmas.
Dan Finley, Chief Executive of Debenhams Group, said the company was “embracing AI to make smarter, faster decisions that simplify our operations and enhance the customer experience”, adding that the technology would “transform how we manage stock and pricing – especially during the busy festive season”.
Richard Potter, Chief Executive of Peak, said intelligent, autonomous systems would define the next era of retail. “By bringing this level of agentic AI innovation to market, Debenhams Group is setting the benchmark for how technology can transform retail performance today,” he said.
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