After successfully deploying First Insight Inc.’s “Voice of the Customer” retail solution in its lingerie category, British retail Marks & Spencer (M&S) has now expanded its partnership to cover clothing and home.

First Insight said over the past 10 years it has become one of M&S’ core technology partners — along with o9 and PTC. The company said the collaborations “have enabled M&S to evolve from a traditional retailer into a data-driven, customer-centric organization.” First Insight noted that by integrating its customer-driven AI intelligence engine across product development, design, pricing, merchandising and marketing, “M&S has enhanced profitability while advancing sustainability goals.”

Richard Price, managing director of clothing and home at M&S, said the partnership with First Insight “has supported our strategy to reshape for growth, as we maintain and extend our lead on quality and value and continue to drive style perceptions. First Insight’s AI-driven intelligence has empowered us to get closer to our customers and offer a more compelling fashion-led experience as we seek to become more relevant, to more people, more often.”

Greg Petro, chief executive officer of First Insight, said, “Working closely with Richard [Price] and his team has been an inspiring story of growth. For M&S, human-AI collaboration is a strategic advantage, enabling us to harness AI, generative AI, and human computational modeling to bring the Voice of the Customer into every product decision. With our proprietary Value ScoreTM, M&S consistently anticipates and meets shopper needs, launching products and strategies that truly excite and inspire.”

Petro said this blend of technology and human intuition “keeps M&S ahead of shifting consumer preferences, reduces risk, and consistently delivers products that resonate. It’s a partnership built on shared values, and we’re proud to support M&S as they continue to reshape for growth and do the right thing for their customers.”

Using First Insight’s solution allows M&S to continually listen to customer feedback and demand indicators, “ensuring new products are developed based on genuine shopper insights. This approach has strengthened customer loyalty, improved product-market fit, and identified growth opportunities,” the company said.