Boden expands partnership with First Insight as retailer taps AI powered decision intelligence

Boden, a UK-based online apparel retailer, is leveraging First Insight’s AI powered decision intelligence to integrate real-time consumer demand signals into product, merchandising, and pricing strategies.

Through an expanded partnership with the company, Boden says it is ensuring that every design, pricing, and inventory decision is aligned with what consumers actually want, not just what past sales data suggests. Following an initial engagement, it is now deploying First Insight’s predictive analytics and proprietary Value Score across womenswear, swimwear, accessories, and childrenswear.

"Boden has always been about delivering fashion our customers love - bold, joyful designs that make them feel great," said Katherine Danneberg Mattey, Chief Commercial Officer at Boden. "But getting it right every time isn’t easy. First Insight’s AI helps us truly think like our customers, ensuring every product, every price, and every decision aligns with what they really want. This partnership is helping us move faster, bet bigger on winners, and stay true to what makes us special."

"Consumers are evolving faster than ever - your decisions should too. Relying on intuition or backward-looking sales data is no longer enough," says Greg Petro, CEO at First Insight. "With First Insight’s AI powered predictive analytics, Boden can access real-time consumer input with speed, scale, and science, turning it into data backed decisions that drive profitability and customer engagement."

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.