M&S introduces mobile visual search

Marks & Spencer has introduced AI-powered visual search technology to its mobile website. The new Style Finder tool allows customers to search for womenswear and menswear products available online at M&S using an image.

Customers can now upload a photo of any outfit using their mobile and M&S will surface similar-looking products in less than 10 seconds.

Style Finder is part of M&S’s ambitions to become a digital-first retailers – over three quarters of online traffic now comes from mobile. The retailer aims for a third of all clothing and home sales to be made online by 2022.

"We know our customers are busier than ever and are often most inspired when they're out and about. Style Finder helps customers instantly find what they're looking for, without the need to manually search and filter through our products,” said Jim Cruickshank, head of digital product and UX at M&S.

"Enhancing the customer experience is central to our digital transformation journey. This is a brilliant example of how we're becoming more relevant, more often, to our customers who are increasingly shopping online and in particular using mobile devices."