Frasers' AI assistant lifts online conversion

Frasers Group says a new chat-style shopping tool on its Frasers website is already converting up to 25% better than the old search box, which is a big claim for something most retailers still treat like an experiment. (retailtechinnovationhub.com) The tool is called Ask Frasers, and it lets shoppers type requests in plain language instead of guessing the exact keywords a product page might use. (retailgazette.co.uk) That changes the job of site search from “match these words” to “understand this request.” A shopper can ask for something like an outfit for a wedding, a price range, or a style preference, and the system keeps narrowing results inside one conversation. (sgieurope.com) Under the hood, Frasers says the assistant uses Algolia’s Agentic Experience technology, plus large language models and live product data such as stock levels, item features, availability, and popularity signals. (retailtechinnovationhub.com) That matters most on a site with a broad catalog, because premium fashion shoppers are often looking for a look, an occasion, or a feel, not a single stock keeping unit number. Frasers sells across clothing, footwear, and beauty, so the assistant is trying to act more like an in-store sales associate than a filter menu. (sgieurope.com) The timing is not random. The rollout lands just after House of Fraser was rebranded as Frasers, with television presenter Cat Deeley fronting the Spring 2026 campaign as the group tries to reposition the chain as a sharper premium fashion and lifestyle destination. (retailtechinnovationhub.com) Frasers Group has been pushing a wider modernization plan for years, tying stores, brands, logistics, finance, and digital tools into what it calls an “Elevation Strategy.” In its full-year results published on July 17, 2025, the company said it was still investing for medium- to long-term growth while expanding internationally and improving operations. (frasers-cms.netlify.app) So Ask Frasers is not a side project. It fits a retailer that has already been spending on warehouse automation, brand repositioning, and digital systems, then looking for small improvements that raise the odds a browsing session turns into a basket. (frasers-cms.netlify.app) There is one catch in the headline number. The 25% uplift is an early figure from Frasers Group itself, and the company has not published the test period, traffic size, or methodology, so it should be read as an initial rollout result rather than a settled benchmark. (sgieurope.com) Even with that caveat, the direction is clear: retailers are starting to treat the search bar less like a directory and more like a conversation. Frasers is betting that if shoppers can describe what they want the way they would to a person, more of them will actually buy it. (retailtimes.co.uk)