How AWS Accelerates Debenhams’ AI Marketplace Growth and Personalisation Across Leading Fashion Brands

AWS Enables Debenhams’ AI-Driven Marketplace Growth

Debenhams Group, which owns prominent fashion and lifestyle brands like Karen Millen, is accelerating AI adoption to boost growth and personalise shopping experiences. Partnering with AWS, the group is advancing its digital transformation across its portfolio, which includes Debenhams, PrettyLittleThing, boohoo, boohooMAN, and Karen Millen.

Already leveraging AWS cloud services on the Debenhams platform, the group uses serverless cloud technology to support its marketplace model. This infrastructure streamlines third-party seller onboarding, broadens product selection, and smooths the purchasing process for customers. A new multi-year agreement with AWS will enable Debenhams Group to expand AI capabilities across its brands, support new brand launches, and improve operational efficiency.

Driving Personalisation and Efficiency with AI

Central to this strategy is the implementation of advanced AI technologies, including generative AI. Integrating these tools allows Debenhams Group to deliver personalised product discovery and increase business value through automation and enhanced customer engagement.

A key innovation is the use of AI-generated content powered by Amazon Bedrock, a managed service for building and scaling generative AI applications. This tech automates the creation of product descriptions and translations for tens of thousands of items, improving consistency, localisation, and speed to market. The process accelerates product description generation by 20 times and supports automatic translation into six languages, enabling quicker international availability.

Additionally, Debenhams introduced the Interactive AI Room Styler, developed through AWS’s prototyping programme. This tool lets customers upload photos, select design styles, and receive personalised decor suggestions linked directly to shoppable listings, creating an engaging and customised shopping experience.

Dan Finley, CEO of Debenhams Group, highlights the company’s cloud transformation: “We’ve replaced outdated legacy systems with scalable, cloud-first architecture that supports innovation well into the future. Our investment in AI and emerging technologies will create a faster, smarter, and more personalised experience for our customers. Working closely with AWS engineers, we’re accelerating our digital roadmap and making Debenhams Group an exciting place for tech talent.”

Scaling AI Across the Brand Portfolio

Following a successful rollout of AI tools across Debenhams and its labels, the group is extending AWS AI technologies to other brands. For instance, boohoo recently adopted these AI solutions within weeks, demonstrating the flexibility and scalability of the AWS-powered AI infrastructure.

Duncan Stewart, Head of Retail & Consumer Packaged Goods UK & Ireland at AWS, comments: “Debenhams Group has built a highly innovative digital commerce platform on AWS that sets an example in retail. Leveraging cloud flexibility allows them to quickly develop and deploy AI-powered products and services across all brands, driving business productivity and growth.”

For professionals focused on product development, this partnership offers insight into how scalable cloud infrastructure combined with AI can streamline operations, speed up product launches, and enhance customer experiences. Exploring similar AI integrations can deliver tangible benefits in marketplace dynamics and consumer engagement.

To explore AI tools and training that can support such initiatives, consider visiting Complete AI Training’s latest AI courses for practical learning paths.