Frasers Launches AI Shopping Assistant Ask Frasers

Frasers Group Launches AI Shopping Assistant to Enhance Retail Experience

Frasers Group has introduced “Ask Frasers,” a new AI-powered shopping assistant designed to transform how customers discover and engage with products online.

A More Intuitive Shopping Journey

Moving beyond traditional search, Ask Frasers enables customers to interact using natural language, delivering personalised product recommendations based on preferences and real-time data.

This creates a more seamless and conversational shopping experience, helping users find relevant products faster and more efficiently.

Driving Performance Through AI

Early results indicate that the tool is already delivering impact, with reports suggesting conversion rates increasing by up to 25% compared to standard search.

This highlights the growing role of AI not only in improving customer experience, but also in driving measurable retail performance.

The Shift to Intelligent Retail

The launch reflects a broader industry trend towards AI-driven, personalised commerce, where discovery, decision-making, and purchasing are becoming more connected.

As retailers continue to adopt intelligent technologies, conversational shopping is expected to play an increasingly important role in shaping the future of digital retail.

Source：365 retail