Frasers Group has launched a new AI shopping assistant across the FRASERS website as it looks to make online product discovery faster, smarter and more intuitive for customers.
The new tool, called Ask Frasers, has been rolled out on the retailer’s premium fashion and lifestyle platform and is designed to help shoppers find relevant products more easily through conversational search.
Frasers Group said early results have been strong, with sales conversion rates rising by 25 per cent compared with traditional search experiences since the assistant was introduced.
Powered by Algolia’s Agentic Experience, Ask Frasers uses AI to interpret product data including key features, availability and real-time popularity signals in order to deliver more tailored responses to shoppers.
Customers can use the assistant to ask questions, refine preferences, compare products and narrow down options across FRASERS’ fashion and beauty offer through a more natural search experience.
Richard Lallo, group head of customer marketing at Frasers Group, said: “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.
“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, reinforcing our belief that intelligent technology is shaping the future of retail.”
The launch builds on the recent relaunch of FRASERS, formerly House of Fraser, as Frasers Group continues its efforts to reposition the brand as a premium fashion and lifestyle destination.
Earlier this year, the retailer unveiled Cat Deeley as the face of its Spring 2026 campaign as part of the next phase of the brand’s evolution.
Frasers Group said the introduction of Ask Frasers reflects its wider investment in AI-driven retail technology, as it looks to improve speed, relevance and personalisation across the digital shopping journey.
Click here to sign up to Retail Gazette‘s free daily email newsletter
