Ask Frasers: new AI assistant drives up to 25% boost in conversion rates
Frasers Group has launched a new AI shopping assistant, Ask Frasers, across the Frasers website to help customers to shop more intuitively.
The group said early indicators show that conversion rates have increased by up to 25% compared to traditional search experiences since implementation.
Subscribe to TRBThe assistant aims to make it easier for customers to explore Frasers’ fashion and beauty offerings, identify relevant items, access key product details and compare prices. By asking questions, refining preferences and describing desired outcomes, customers can narrow down options and receive instant, tailored recommendations.
Richard Lallo, group head of customer, marketing at Frasers Group, said: “At Frasers Group, 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 offer 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 of Ask Frasers follows the brand’s recent rebrand as Frasers from House of Fraser and television presenter Cat Deeley becoming the face of its Spring 2026 campaign.
Earlier this month, Tesco announced that it was trialling a new AI assistant in its app with 280,000 colleagues. The app will initially help shoppers with meal planning and building their shopping basket.
