Frasers launches AI shopping assistant

Ask Frasers allows customers to explore the retailer’s extensive fashion and beauty catalogue by asking questions, refining preferences, and describing the desired product outcome.

The assistant will help narrow down options and provide recommendations instantly through a seamless, accessible interface, the retail giant said.

Ask Frasers is a context-aware AI tool, powered by Algolia’s agentic experience, that calls on external LLMs and interprets product data to deliver conversational answers tailored to shoppers’ needs.

Frasers Group said early indicators of the shopping assistant on site, which was rebranded from House of Frasers in 2024, have increased conversation rates by 25% compared to traditional search experiences.

The tool forms part of the group’s ongoing digital strategy and investment into AI to enhance the online customer shopping experience.

Frasers Group head of customer marketing 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.”