Major global retailers including L’Oréal, Debenhams Group and Mango are going through digital transformations, by rapidly scaling up AI-driven tools to boost sales, optimise operations and offer personalised experiences.
As the battle for relevance in the modern retail landscape intensifies, leading brands such as L’Oréal, Mango, and Debenhams Group are expanding their AI deployments to enhance personalisation, stock optimisation, and customer service. According to recent coverage from Chain Store Age, these companies are now leveraging artificial intelligence across marketing, online shopping and fulfilment systems to improve performance and outpace competitors.
L’Oréal has seen notable success through its AI-driven partnership with marketing technology firm Appier, used to optimise the online presence of its luxury skincare brand SkinCeuticals. Since implementation, the company has recorded a 152% quarter-over-quarter increase in return on ad spend, alongside a 400% uplift in conversion rates among previously hesitant shoppers. Overall, on-site revenue rose 48%.
“Appier helped us accelerate AI transformation in advertising and marketing, boosting revenue while improving operational effectiveness,” said Maggie Hui, SkinCeuticals & Kérastase e-commerce manager at L’Oréal. “From behavior-triggered campaigns and time-sensitive offers to advanced segmentation and seamless user experiences, Appier’s technology played a crucial role in turning data insights into action.”
Debenhams Group, owned by Boohoo, is also expanding its use of AI. The company is enhancing customer engagement and supply chain efficiency through deeper integration with Amazon Web Services (AWS), including the adoption of generative AI and cloud-first infrastructure.
“Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer,” said Dan Finley, CEO of Debenhams Group. “We’ve successfully replaced outdated legacy systems with scalable, cloud-first architecture that’s adaptable, resilient and built to support innovation well into the group’s future.”
Meanwhile, Mango is leveraging generative AI assistants across online and in-store channels to help shoppers find the right products using behavioural and profile-based insights.
For modern retailers, AI is becoming indispensable—not only to drive revenue but also to improve decision-making, reduce inefficiencies, and deliver customer-centric experiences at scale. With brands across sectors embracing AI, the shift from novelty to necessity is well underway.
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