UK retail giant Marks & Spencer (M&S) is leveraging artificial intelligence technology to provide customers with personalized clothing recommendations based on body shape and style preferences, aiming to enhance online sales. Customers fill out a questionnaire, and the system offers outfit suggestions from a wide range of options, while AI technology adjusts the communication style to match different preferences. M&S Online Business Director Stephen Langford stated that this initiative aims to accelerate the shopping process, allowing each customer to find products that meet their needs faster.