Debenhams Group has partnered with Manchester-founded firm Peak to implement AI at scale in order to optimise product pricing and promotions.
The retail giant, which is home to brands including PrettyLittleThing, Boohoo, BoohooMAN, Karen Millen and Debenhams, will now roll out intelligent automation across its brand portfolio.
Peak was recently acquired by NYSE-listed giant UiPath and its system enables real-time, automated pricing for thousands of stock keeping units, replacing manual processes with faster, more precise and data-driven decision-making.
It will allow Debenhams Group to respond more effectively to changing demand, seasonal trends and inventory levels.
With the implementation of Peak’s AI pricing capabilities, hours previously spent managing spreadsheets are now set to be redirected toward developing smarter strategies.
These strategies are said to support the group’s growth and ambition to become a leaner, faster and more technology-advanced retail business.
“With this technology, we’ve fundamentally changed how we approach pricing,” said Dan Finley, CEO of Debenhams Group.
“AI gives us the ability to make smarter decisions at speed, ensuring our promotions deliver the best value for our growing customer base and driving both business performance as well as the customer experience.”
Richard Potter, CEO at Peak and a member of BusinessCloud’s inaugural Northern Leaders list, added: “This project illustrates how retailers can harness AI to enhance – not replace – human capability.
“This implementation has turned a pricing bottleneck into a competitive advantage and set a new benchmark for tech-led retail transformation.
“Our work with Debenhams Group demonstrates the power of AI to drive real commercial outcomes, not just through automation, but by enabling smarter, faster decision-making.”
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