The price isn't right: online shoppers quibble as fashion retailer Oh Polly deploys AI chatbot Nibble

Online fashion retailer Oh Polly has announced a new feature that lets customers haggle for lower prices with an AI chatbot named Nibble. 

The response has been mixed.

One TikTok user shared her experience after successfully bargaining an extra 14% off her order. She purchased a dress originally priced at £175, marked down to £88 in a sale, and managed to get it further reduced to £76 through Nibble.

Her video gained over 41k views, sparking discussion in the comments. One user wrote: “This just proves the price shouldn't have been what it was to start with in the first place”. While another said: “I’ve just done this! Got the Jailene dress down to £98 from £150”. 

A spokesperson for payments specialist Dojo comments: “AI chatbots like Nibble are likely to become more common on e-commerce sites, allowing customers to negotiate better deals while increasing the chances of conversion for retailers.”

They add: “Our research shows an average of 82,450 monthly Google searches for 'coupon codes' and 58,230 for 'discount codes'. Using AI to offer tailored discounts, without directing users away from the site, is just one example of how AI is being tested and implemented to help businesses increase sales.”

"The feature’s debut on Oh Polly sparked mixed reactions. Some shoppers welcomed the opportunity to save, while others were frustrated by price variations between customers. It will be interesting to see how retailers balance dynamic pricing with fairness, especially as this technology is still in its infancy and will require refinement over time.”

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 Wednesday, 3rd September.

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, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

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