Frasers Group's fashion and lifestyle brand Frasers launches AI powered online shopping assistant

Frasers Group has launched Ask Frasers, an AI online shopping assistant across the Frasers website, a fashion and lifestyle brand formerly known as House of Fraser. Since implementing the tool, it says that conversion rates have increased by up to 25% compared to traditional search experiences.

Powered by Algolia’s agentic technology, it calls on external LLMs and interprets product data - from key features and availability to real-time popularity signals - with the aim of delivering precise, conversational answers tailored to each shopper’s needs.

Richard Lallo, Group Head of Customer Marketing at Frasers Group, comments: “We are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience.”

“The launch of Ask Frasers marks an important step forward in this mission, enabling us to over a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail.”

The move builds on the brand’s recent relaunch, which saw it officially rebrand as Frasers and unveil television presenter Cat Deeley as the face of its Spring 2026 campaign.

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.