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M&S spending as much on social media as TV adverts to lure Gen Z

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It is also using more artificial intelligence across its business. Generative AI is used to write 80pc of the product descriptions, which M&S said meant it could get items up on the website quicker.

The retailer said the online refresh marked the “first step in our journey as we continue to reshape M&S for growth”. 

It comes after Stuart Machin, the chief executive, this year said there was still “much to do” despite signs that his turnaround push was paying off.

In May, the company revealed a sales jump of more than £1bn last year, while its profits surged 58pc, ahead of expectations, to hit £716.4m in the year to the end of March. 

Mr Machin said the retailer was in the strongest financial health since 1997. Shares in M&S are up almost a quarter since the start of the year. 

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