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Frasers Group has launched an artificial intelligence shopping assistant across the website of its premium fashion brand, Frasers.
It said early data indicates conversion rates increased by up to 25% compared with traditional search methods following the introduction of the tool, titled Ask Frasers.
The tool uses Algolia technology and large language models to interpret product data, including availability and popularity signals, to provide conversational answers to shoppers.
Customers can use the interface to ask questions, refine preferences, and describe specific products to narrow down options across the fashion and beauty departments.
The launch follows the rebranding of the business from House of Fraser to Frasers and the appointment of Cat Deeley as the face of its Spring 2026 campaign.
The group head of customer marketing at Frasers Group, Richard Lallo, said: “At Frasers Group, we are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience.
“The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail.”
