Debenhams Group has teamed up with Amazon Web Services (AWS) to accelerate its adoption of AI across its brands.

The businesses have entered into a multi-year agreement designed to streamline Debenhams Group’s operations and rapidly scale new brands using AI-driven tools.

Debenhams Group already uses AWS cloud services on its platform to power its marketplace model.

Building on this, the group is set to use advanced technologies like Generative AI (GenAI) to deliver business value via increased operational efficiencies and improved personalisation.

AI-generated content, powered by Amazon Bedrock will allow Debenhams to automate its product descriptions and translations across tens of thousands of items.

Additionally, the retailer’s interactive AI room styler will enable shoppers to upload a photo, choose a design style and receive personalised decor suggestions.

The business explained that AI-powered product attribution and taxonomy would also make its search and navigation more intuitive, helping shoppers find more relevant products faster.

Following a successful initial rollout across Debenhams and its labels, it will now utilise AWS technology across its other brands.

Debenhams Group CEO Dan Finley said: “Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer.

“We’ve successfully replaced outdated legacy systems with scalable, cloud-first architecture that’s adaptable, resilient and built to support innovation well into the group’s future.”

He continued: “Our strategic investment in AI and emerging technologies will not only future proof the business, but create a faster, smarter and more personalised experience for our customers.

“Working closely with a hand-picked team of engineers and AWS specialists, together, we’re not only accelerating our digital road-map, but making Debenhams Group an exciting place to work for the next generation of tech talent.”

In June, Debenhams Group teamed up with AI platform, Peak, a UiPath company to implement AI at scale across its product pricing and promotions strategy.

The group explained that it would roll out intelligent automation across its brand portfolio, allowing real-time, automated pricing for thousands of SKUs, replacing manual processes with faster, more precise, and data-driven decision-making.

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