Marks & Spencer is teaming up with Microsoft in a bid to shake off its reputation as a digital laggard.
A strategic partnership between the two companies will focus on testing the integration of Microsoft artificial intelligence (AI) tech into M&S stores and wider operations.
Today's announcement comes a day after a former M&S digital boss said that the retailer should look at a tie-up with Amazon to improve its digital infrastructure,
Today he said that the partnership with Microsoft would help to make M&S a "digital first" retailer.
“Working together with Microsoft to understand the full potential of how technology and artificial intelligence can improve the in-store experience for our customers and the efficiencies of our wider operations could be a game changer for M&S – and for retail.”
Cindy Rose, chief executive of Microsoft UK, said: “The retail sector is one of the most challenging landscapes in the UK right now and we are thrilled to be working with M&S to explore how AI can help such an iconic brand transform the customer experience and improve wider operations.”