Marks and Spencer claims an AI first as it deploys animal welfare monitoring tools across dairy farms
M&S says it has become the first retailer to use AI powered monitoring systems on its entire Milk Pool to monitor animal welfare across 46 dairy farms. The tools use cameras to capture footage of dairy cows when they are indoors which is then analysed using an algorithm trained alongside vets to monitor welfare of dairy cows in real-time.
The technology uses AI powered video analytics to build an individual health profile for each animal, tracking mobility and body condition scoring over time to give farmers objective, consistent data on the wellbeing of their herd. The tools monitor the cow’s behaviour including lying time, feeding time, social interactions and mobility to generate a ‘cow comfort score’ which supports vets in their assessment of individual cow’s health. The cameras will assess body condition scoring to assess cows’ nutritional status over time.
Terry Canning, CEO of Cattle Eye says “Changes in body condition are early indicators of metabolic health, fertility, and overall wellbeing. Tracking those changes more regularly, across every cow, gives farmers a level of insight that was previously unavailable outside research environments.”
The algorithm supporting the tool has been tested and, according to those involved, found to perform to the same standard as a trained welfare assessor.
The tools are being rolled out following trials at a selection of M&S dairy farms, where farmers have used the technology to make changes to tailor care to individual cow’s needs. By measuring lying times, farmers have made changes to the bedding of individual cows to improve their comfort based on their specific size and shape. Feeding schedules have been adapted to reduce the amount of time cows spend standing and the design of some stalls has been adapted to improve cow comfort.
Peter Kennedy, Head of Agriculture at M&S Food, says: “M&S has always had market leading welfare standards, and as we continue to support British farmers in this latest evolution of welfare monitoring, powered by AI, it will support farmers to give the best care to dairy cows. This latest innovation supports our Plan A for Farming to build resilience in British farming and continue to raise the bar on animal welfare.”
Jenny Allan, Map of Ag Veterinary consultant, comments: "M&S has had a longstanding focus on animal health and welfare, which has been in place for more than 15 years. Going forwards AI technology will enable real-time cow comfort and health parameters to be monitored, providing valuable insights across 46 farms."
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
