H&M leverages AI for store upgrades and online competition
H&M is rolling out artificial intelligence to make shopping smoother and more personal, both online and in stores. By analyzing what shoppers like and how they move through stores, H&M hopes to offer better product choices and layouts that actually fit what people want.
How is H&M personalizing the shopping experience?
The brand is combining data from online clicks and in-store visits to fine-tune inventory and product placement. They're also experimenting with digital twins—AI-generated models—to show off clothes on social media in more diverse ways. Plus, sensors track foot traffic so store layouts can be tweaked for easier browsing.
AI is helping to create a more tailored shopping experience
These upgrades mean a shopping experience that feels more tailored—think less searching, more finding what you like. It's all about making your trip (or scroll) through H&M quicker, easier, and a bit more fun.