Debenhams Group has entered into a multi-year partnership with Amazon Web Services (AWS) to enhance the integration of AI tools across its various brands, including boohoo, Debenhams, and PrettyLittleThing.

Dan Finley, CEO of Debenhams Group, highlighted that this collaboration is essential for transforming the company into a modern, technology-driven retailer, focusing on innovation and improved customer experiences.

The partnership aims to streamline operations and support the rapid scaling of new brands by leveraging AI-driven solutions, building on existing AWS cloud services that power its marketplace model.

A significant aspect of this initiative is the integration of advanced AI technologies, particularly Generative AI, which will personalize product discovery and enhance customer engagement through automation.

One innovative feature being introduced is the Interactive AI Room Styler, which allows customers to upload photos and receive personalized decor suggestions linked to shoppable listings.

Additionally, AI-driven product attribution and taxonomy improvements will make product search and navigation more intuitive, helping customers find relevant products quickly.

The deployment of generative AI will also automate product descriptions and translations, significantly speeding up the process by 20 times and enabling faster international availability.

Debenhams currently utilizes AWS serverless technology to facilitate faster onboarding of third-party sellers, which enhances product selection and streamlines the purchasing journey for customers.

Duncan Stewart from AWS expressed optimism about the partnership, noting the impressive results achieved by Debenhams in developing a digital commerce platform and the potential for rapid deployment of AI-driven products.

Following successful initial implementations, AWS AI technology will be embedded across all Debenhams brands, with Boohoo expected to adopt these technologies soon.

The advancements in AI within the retail sector will be recognized at the upcoming RTIH AI in Retail Awards, with winners to be announced on September 3, 2025.

Overall, the company aims to leverage AWS solutions to enhance operational efficiency and improve customer personalization across its brands, including Boohoo, PrettyLittleThing, and Karen Millen.