As artificial intelligence (AI)  continues to make its mark across the fashion landscape, Boohoo Group has now expanded its tie-up with cloud-based e-commerce experience platform Bloomreach.

Adding to Bloomreach’s omnichannel marketing automation, the fashion retail giant is now using its AI-powered search and merchandising tools across multiple brands including, Boohoo, Boohoo Man, and Karen Millen.

Since adopting the tools across its 13 portfolio brands in 2021, Boohoo said it has worked to maximise data-driven personalisation in its marketing campaigns, leading to reported increases in conversion rates and return on investment.

Harnessing new AI-powered tech, Boohoo said it will be able to use customer and product data to serve personalised, on-site and in-app journeys that mirror existing marketing campaigns.

This includes the ability to boost and rank products using real-time customer data, connecting customers with the products they want to buy.

PLT chief marketing officer Nicki Capstick said: “We’ve had a really successful partnership with Bloomreach and it made sense to extend that partnership into another critical area of our e-commerce operations.

“The ability to use first-party data to extend personalisation from our marketing campaigns to our on-site and in-app search and merchandising experience is a game-changer. We look forward to seeing the ways in which this will enhance the shopping experience for our millions of customers.”

Bloomreach co-founder and CEO Raj De Datta added: “With the addition of our search and merchandising solution, [Boohoo Group’s] going to unlock a new level of personalisation — one that spans the entire customer journey and offers limitless possibilities for growth.”