Debenhams Group inks multi-year AWS deal to scale up AI tools across brands including boohoo and PrettyLittleThing

Debenhams Group, the online retailer behind brands including Debenhams, PrettyLittleThing, boohoo, boohooMAN and Karen Millen, says that it is accelerating the adoption of AI across its business.

A new multi-year agreement with cloud provider, Amazon Web Services (AWS), aims to streamline the troup’s operations and rapidly scale new brands using AI-driven tools.

It already uses AWS cloud services on the Debenhams platform. AWS’s serverless cloud technology powers its marketplace model by facilitating the faster onboarding of third-party sellers, a broader product selection and a smooth purchasing journey.

Debenhams will now deploy technologies like GenAI. AI generated content, powered by Amazon Bedrock, will enable it to automate product descriptions and translations across tens of thousands of products.

Automating product descriptions has made the process 20 times faster, according to those involved. On top of that, translations into six languages happen automatically, so no extra work is needed. This means products are ready to sell in different countries much quicker.

Additionally, Debenhams’ Interactive AI Room Styler, co-developed through the AWS Prototyping investment programme, will let customers upload a photo, select a design style and receive personalised decor suggestions, linking inspiration directly to shoppable listings.

Meanwhile, AI powered product attribution and taxonomy aim to make search and navigation more intuitive, helping customers discover more relevant products faster.

After an initial roll-out across Debenhams and its labels, the group will now embed AWS technology across its other brands, with boohoo the most recent brand to go live.

Dan Finley, CEO at Debenhams Group, says: “Collaborating with AWS is a key part of our long-term strategy to transform Debenhams Group into a modern, technology-led retailer. We’ve successfully replaced outdated legacy systems with scalable, cloud first architecture that’s adaptable, resilient and built to support innovation well into the group’s future.”

“Our strategic investment in AI and emerging technologies will not only future proof the business, but create a faster, smarter and more personalised experience for our customers. Working closely with a hand picked team of engineers and AWS specialists, together, we’re not only accelerating our digital road map, but making Debenhams Group an exciting place to work for the next generation of tech talent.”

Duncan Stewart, Head of Retail & Consumer Packaged Goods UK & Ireland, Amazon Web Services, says: “We're delighted to expand our collaboration with Debenhams Group as they continue to accelerate their adoption of AI. The team at Debenhams has already achieved impressive results, developing a highly innovative digital commerce platform on AWS that is a strong example in the retail industry.”

“By leveraging the flexibility and scalability of the cloud, Debenhams Group now has the technology foundations to quickly build and deploy innovative new AI powered products and services across all of its brands, which will help drive business productivity and growth. We look forward to supporting their continued success.”

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.