Debenhams Group taps Peak AI technology as retailer aims to bring more precision to pricing and promotions
Debenhams Group - home to brands including PrettyLittleThing, Boohoo, BoohooMAN, Karen Millen, and Debenhams - says that it has implemented AI at scale to optimise product pricing and promotions.
It has partnered with Peak, an AI platform from UiPath, to roll-out intelligent automation across its brand portfolio. The system enables real-time, automated pricing for thousands of SKUs, replacing manual processes with faster, more precise, and data driven decision-making.
This allows Debenhams Group to respond more effectively to changing demand, seasonal trends, and inventory levels. It says that pricing and promotions are now more relevant and timelier, with discounts tailored to individual product performance rather than broad, catch-all campaigns. This approach keeps pricing aligned with actual demand.
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*Excl sale & beauty. pic.twitter.com/5kZ2CFePpI
Hours previously spent managing spreadsheets are now redirected toward developing smarter strategies that support the Group’s growth and ambition to become a leaner, faster, and more technology advanced retail business.
Historically, manual efforts resulted in reactive, trial and error markdown cycles. The new system ensures more efficient product movement through clearance, reducing terminal stock buildup and improving cash flow.
“With this technology, we’ve fundamentally changed how we approach pricing,” says Dan Finley, CEO at Debenhams Group. “AI gives us the ability to make smarter decisions at speed, ensuring our promotions deliver the best value for our growing customer base and driving both business performance as well as the customer experience.”
Richard Potter, CEO at Peak, adds: “This project illustrates how retailers can harness AI to enhance - not replace - human capability. This implementation has turned a pricing bottleneck into a competitive advantage and set a new benchmark for tech led retail transformation. Our work with Debenhams Group demonstrates the power of AI to drive real commercial outcomes, not just through automation, but by enabling smarter, faster decision-making.”
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.
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