The company has entered into a new multi-year partnership with Amazon Web Services (AWS) to optimise operations and expedite the scaling of new brands through AI-driven tools.
Currently, the Group utilises AWS cloud services on the Debenhams platform. AWS’s serverless cloud technology supports the retailer’s marketplace model by enabling quicker onboarding of third-party sellers, expanding product offerings, and streamlining the purchasing process.
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Building upon this existing framework, Debenhams will implement advanced technologies like Generative AI (GenAI) to achieve greater operational efficiencies and improve personalisation.
AI Enhancements in Retail Experience
AI-generated content, facilitated by Amazon Bedrock—a managed service for building and scaling GenAI applications—will allow Debenhams Group to automate product descriptions and translations for thousands of products. This automation helps to enhance consistency, localisation, and market readiness speed.
The automation process has increased efficiency twentyfold in creating product descriptions. Additionally, translations into six languages occur automatically, accelerating international market entry and improving global customer access.
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By GlobalDataFurthermore, Debenhams’ Interactive AI Room Styler, developed in collaboration with the AWS Prototyping investment programme, enables customers to upload photos, select design styles, and receive personalised decor suggestions linked directly to purchasable items.
AI-driven product attribution and taxonomy will also enhance search functionality and navigation, allowing customers to find relevant products more efficiently.
Following a successful initial deployment across Debenhams and its associated labels, the group plans to integrate AWS technology across its other brands. Boohoo is the latest brand to adopt AWS’s AI technologies within weeks.
Debenhams Group CEO Dan Finley stated: “Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer. We’ve successfully replaced outdated legacy systems with scalable, cloud-first architecture that’s adaptable, resilient and built to support innovation well into the Group’s future.
“Our strategic investment in AI and emerging technologies will not only future proof the business but create a faster, smarter and more personalized experience for our customers. Working closely with a hand-picked team of engineers and AWS specialists, together we’re not only accelerating our digital road-map but making Debenhams Group an exciting place to work for the next generation of tech talent.”
Amazon Web Services head of Retail & Consumer Packaged Goods for UK & Ireland Duncan Stewart said: “We’re delighted to expand our collaboration with Debenhams Group as they continue to accelerate their adoption of AI. The team at Debenhams has already achieved impressive results, developing a highly innovative digital commerce platform on AWS that is a strong example in the retail industry.
“By leveraging the flexibility and scalability of the cloud, Debenhams Group now has the technology foundations to quickly build and deploy innovative new AI-powered products and services across all of its brands, which will help drive business productivity and growth. We look forward to supporting their continued success.”
In March, UK fashion conglomerate Boohoo Group announced that it would continue with its Debenhams Group rebrand despite major shareholder and fellow UK fashion conglomerate Frasers Group voting against the resolution.
