Frasers Group’s fashion and lifestyle brand Frasers has introduced Ask Frasers, an AI-powered online shopping assistant designed to enhance the digital customer journey. The tool is now live across the Frasers website and is already delivering measurable impact, with conversion rates reportedly increasing by up to 25% compared to traditional search methods.
Powered by Algolia’s advanced agentic technology, the assistant integrates external large language models (LLMs) to interpret detailed product data, including features, availability, and real-time popularity signals. This enables it to provide precise, conversational responses tailored to individual shopper preferences, creating a more intuitive and efficient browsing experience.
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 launch follows the brand’s recent repositioning, which included its transition from House of Fraser to Frasers, alongside the unveiling of television presenter Cat Deeley as the face of its Spring 2026 campaign.
In parallel, innovation in retail technology continues to gain momentum, with AI expected to be a central theme at the upcoming 2026 RTIH Innovation Awards. The awards celebrate advancements in omnichannel retail and highlight the industry’s ongoing transformation through digital solutions.
