Project: Marks and Spencer's Implementation of Artificial Intelligence

This project plan focuses on Marks & Spencer's (M&S) implementation of artificial intelligence (AI) to enhance its business operations. The project aims to develop and integrate AI within M&S to improve its performance. The objectives include understanding the concept of AI, analyzing its impact on business performance, identifying challenges faced during implementation, and recommending solutions. The plan includes a literature review exploring the use of AI in retail, its impact on customer service, and the challenges associated with it. The project analyzes how M&S can leverage AI for customer experience, sales improvement, and operational efficiency. The plan also addresses the challenges related to AI implementation, such as the need for in-depth research, and provides recommendations to overcome these challenges. The project examines the benefits of AI in retail, including automated product tagging, improved customer service, and enhanced trend detection. Overall, the project provides a comprehensive plan for M&S to successfully integrate AI and achieve its business objectives.

Project Plan

Table of Contents
Project Plan................................................................................................................................2
Overview of the project idea..................................................................................................2
Project aim and objectives.....................................................................................................2
Problem statement..................................................................................................................2
Literature review....................................................................................................................2
Conclusion..............................................................................................................................3
Time guidelines......................................................................................................................3
Assessment 2..............................................................................................................................4
Executive summary................................................................................................................4
Background of the chosen topic.............................................................................................4
Project aim and objectives.....................................................................................................5
Literature review....................................................................................................................5
Conclusion..............................................................................................................................8
Recommendations..................................................................................................................9
REFERENCES.........................................................................................................................10

Topic: “Marks and Spencer uses artificial intelligence in its premises for better business
operations”
Project Plan
Overview of the project idea
Marks and Spencer is one of the top retail firm in UK who is specializes in its best
customer service in the world. That is why, it is seeking to introduce new techniques in order
to improve the business operations. In the same way, in this modern era of digitalization
every company is introducing new and advance technology which in turn assist to enhance
the business performance. The current plan will based upon introducing artificial intelligence
in its business area which help to meet the define aim and attract more range of customers
towards it.
Project aim and objectives
The aim of this project is to develop new and advance technology within the business
area that helps to meet the define aim.
Aim: “To develop the use of artificial intelligence in its premises for better business
operations: A study on Marks and Spencer”
Objectives:
 To understand the concept of artificial intelligence
 To analyze the impact of using artificial intelligence upon the business performance
 To determine the challenged face by the company while using artificial intelligence
 To recommend the ways through which the company may overcome the challenges.
Problem statement
The problem related to this study is such that due to not having enough time,
researcher is not able to conduct in depth research and that is why, it affected the results and
also, nit able to meet the define aim and well.
Literature review
According to Seranmadevi and Kumar (2019) in this era of digitalization, every
company complying with advance technologies and this in turn assist to minimize the
wastage of time. That is why, company uses digital marketing tool that helps to attract range

of customers. In the same way, there are some retail firm which also uses artificial
intelligence which is refers to the human intelligence in the machine that are actually program
like human and mimic their actions. Even the traits of these artificial intelligence are also
designed in such a way that helps to solve many problem of the company. On the other side,
Ferrini (2019) provide their views and specify that in this 20 century, scientist and IT
specialist design the machines in such a better way that helps in speech recognition, problem
solving and learning as well as planning. That is why, companies uses this technologies in
order to meet the define aim and objectives of the company.
Conclusion
By summing up above report it has been concluded that using this technology will
help the company to improve the business operations and that is why, it is necessary for the
company to adopt new techniques which in turn assist to meet the define aim. Hence, using
artificial intelligence is the best and effective way that help the company to take it at another
level of success.
Time guidelines
Particulars Week 1 Week 2 Week 3 Week 4 Week 5
Developing
aim and
objectives
Literature
review
Conclusion
Submitting
project plan
Background
In depth
secondary
research
Problem
statement
Conclusion
Submission

Assessment 2
Executive summary
The present report is based upon the study of Marks and Spencer and the aim of this
report is to create awareness of the digital technologies. It is so because in the era of
digitalization, every company uses many tools and techniques which directly and indirectly
help the business to improve the performance and enhance their financial performance as
well. In the same way, study on this topic, researcher wants to determine the positive and
negative impact of using artificial intelligence in Marks and Spencer. Therefore, by using
different corporate example, researcher draw attention of the quoted firm to invest in artificial
intelligence which in turn assist to meet the define aim and objectives.
Thus, through the report, researcher present the use and importance of artificial
intelligence which in turn assist to improve the efficiency and increase productivity in order
to attain the business success. Not only this, this technology help to improve the
communication and management styles in order to access to analytics data and customer
experience as well.
Background of the chosen topic
In the era of digitalisation every company uses digital technology and tools for
marketing. In the same way, the current report is help to create awareness relate to advance
technology. The first and foremost, technology affect a firm’s ability to communicate with
customers, in the same way Marks and Spencer is also have a brand image at international
level that is why it has a strong customer base. In order to attract new customers towards
itself, it is necessary for a company to use advanced technology which help to improve the
business operation and enhances its financial ability. Such that when customer uses
technology to interact with business, the company benefit because better communication
creates stronger public image. That is why, using artificial intelligence within a premises is
considered one of the most comfortable and convenient option for retail firms as it help to
improve the customer experience as well.
The chosen firm for is report is Marks and Spencer which is one of the top
retail firm in UK. From last many years the companies majorly focus on innovation and
complying with technological factors. That is why it is necessary for a company to implement
artificial intelligence into it's working environment so that it will improve the business
operation and take a business as per the level of success without causing any error. Search

that within 2 years the company launches payment system for the Apple users through online
mode and this is done by analysing the demand of customers (Chawla and et.al., 2019). In the
same way, using artificial intelligence within its business area will also help to sort out the
problem of customer and they get frequent solutions of their queries. As world’s top company
are also uses this technology in order to improve their customer services and minimize their
time as well. Hence, this new project plan is beneficial for Marks and Spencer because it assist to
meet the define aim and cope up with many challenges as well.
Project aim and objectives
Aim: “To develop the use of artificial intelligence in its premises for better business
operations: A study on Marks and Spencer”
Objectives:
 To understand the concept of artificial intelligence
 To analyze the impact of using artificial intelligence upon the business performance
 To determine the challenged face by the company while using artificial intelligence
 To recommend the ways through which the company may overcome the challenges.
Literature review
Concept of Artificial intelligence
According to Castelo-Branco and et.al., (2020) artificial intelligence is also known as
machine intelligence which is demonstrated by machine. Therefore, it has become a key
element in the digitalisation of in store retail by personalising the customer experience and
also keeping aging the customers towards business for retail companies artificial intelligence
is consider as an opportunity in order to bridge the gap between virtual and physical sales
channel. On the other side, Kreutzer and Sirrenberg (2020) present their views and stated that
there are many retail forms who place robots and touch panels in their stores which helps to
keep customer locate an item and get answer of their queries. Also help to find out how the
product can make their life easier. In the same way these artificial intelligence provide 24/7
hours assistance to the customer and it reduces manpower cost which in turn help the
company to improve its financial position.
In the opinion of Liu and et.al., (2018) Artificial intelligence in retail help to detect
the new trends with demand and this change assist in retail industry. It is analysed that trend
in fashion industry changes very fast because of adding new designs in its store and the

Artificial intelligence help the company to analyse the design trough an images to copy the
styles. That is why it can be stated that artificial intelligence help the retail industry to change
the views of customers and assist stop the details from to improve customer experience
service as well. Play importance of artificial intelligence is not up to identify the new trends
in retail industry but it also used in ecommerce facilities as well. Such that artificial
intelligence help company to sense, predict and automate ecommerce option which is helpful
for business performance. Like many companies successfully implementing artificial
intelligence to enhance their ecommerce engine and capabilities to generate revenue through
effective sales and marketing as well. For example, one of the top companies uses AI is
Google which keep innovating and developing new system for their customers by adding new
features in its existing model.
Impact of using this advance tool upon business operations
Artificial intelligence is considered one of the leading technology that every retail
internet on looking to scale their business. So Krasyuk, Yanenko and Nazarova (2020) stated
that AI introduce the new technologies into the retail industry, like if Marks and Spencer use
this technology in its business area, then it help on automated product tagging. It is so
because it has a image recognition driven which produces 90% accuracy and more than 20%
of the conversion through better search. Thus, it is stated that it creates positive impact upon
the company (Impact of using Artificial Intelligence within retail sector, 2019). On the other
side, it also help to improve the sales of the company such that when company have the
advance tool to tackle the issue of the customers, then its customer services is enhanced
which in turn assist to attract range of customers towards it.
In addition to this, Jha and et.al., (2020) present their views that customers generally
attract to those companies who uses advance technology in its business area. It is so because
the growing attention towards customers help to draw their attention towards it. That is why,
they require frequent solution of their queries. In the same way, robots which is a part of
artificial intelligence which help the company to meet the define aim. Hence, using AI into
the business area will help the firm to reduce the human cost like, cashier in retail sector will
be replaced by smart machine and self- service ticket offices that helps to reduce the number
of cashier. In the same way, for warehousing operations which took enough time for sort out

the thing. But with the use of AI, they perform the task 24*7 which help the company to
perform the work by spending less time.
On the other side, Kreutzer and Sirrenberg (2020) present their views that AI allow
the company to determine the buyer behaviour recognition and which in turn assist the firm
to increase the sales as well. As Marks and Spencer have range of products and as it is also
deal in the clothes which is related to men, women and kids. That is why, AI will assist the
firm to determine the new trend within a market and this in turn help the company to meet the
define aim and objectives. Therefore, Lévesque, Obschonka and Nambisan (2020) stated that
using artificial intelligence within the working environment will be more beneficial for the
company because it save resources by automating process. Also by generating the right
information within a business will help the company to reach at further level of success and
this in turn sustain the brand image as well. Further, it is also stated that with the use of
advance technology, it assist to automated routine operations and also optimize the
workflows by analysing the user behaviour.
Challenges face by the company to developing this tool
Kuznetsova and Romeiko (2020) stated that by implementing artificial intelligence,
company face many challenges and one of the most effective challenge is data privacy and
security. It is so because most of the AI application rely on the huge volumes of data and as
company feed sensitive and personal data into the system. At that time, company faces issue
to breach the law of privacy and security and this in turn consider as a challenge for the firm.
On the other side, government also take action in order to cope up with these problem and
that is why, implement the laws that will help to sort out the problem such that General Data
protection regulation which is actually designed in order to protect the personal data of
customers (Challenges that company face while using Artificial Intelligence, 2019).
On the other side, Semenov, Chernokulsky and Razmochaeva (2017) explain that
companies do not have special IT professionals who assist the company to implement the AI
into the business and that is why, they are not ready to invest money in such AI based project.
As there are not enough people who can make other business understand the vision of
machine language in the world, that is why, it may leads to data leak problem. Therefore,
most of the top company also avoid to invest into these project. It is analyzed that every thing
have their own pros and cons, but when company implement these digital tools, make sure

that the firm have specialized professionals who are ready to tackle the problem and meet the
define aim as well.
In addition to this, Liu and et.al., (2018) present their views in the study that data
scarcity is consider one of the another challenge that also affect the implementation of
Artificial Intelligence into the business. It is so because the organization have access to more
data in present time than before. That is why, AI needs effective training session, so that it
will be easy to understand the things easy. Or if, it did not get any such training then it will
affect the overall system into adverse manner, which leads to affect the overall brand image
in negative manner.
Problem identified
During this project, researcher analyzed that due to having less time, it is not easy to
conduct in-depth research and that is why, it affect the results in opposite manner. Also while
conducting research, it is also analyzed that most of the sites are access denied and that is
why, it affect the results or outcome of the research in adverse manner. Apart from this,
during the study, I analyzed that I do not posses string research skills and that is why, I faces
issue to search the terms and as a result, it takes long time which creates negative impression
upon the results. In addition to this, I also realized that I do not have a critical thinking
abilities which may also affect the results because these skills assist to conduct the literature
review section in better manner.
In addition to this, as the report is completed based upon digital technology i.e.
artificial intelligence which help me to raise my IT skills because there are many advantage
of using digital technology and that is why, study on this provide me an opportunity. But on
the critical note, I analyzed that I also have a good interest in this area and that is why, I
chooses this topic because the world is completely depend upon the advance technology
which help to meet the define aim and improve the business operations.
Conclusion
By summing up above report it has been concluded that digital technologies play a
crucial role in the success of company. As report concluded that artificial intelligence help
the company to determine the buyer behaviour, automated product tagging, provide 24*7
customer service, which clearly shows that artificial intelligence plays an important role in

the retail sector. On the other side, it also creates positive impact upon the business such that
it helps to improve the efficiency of business of operation and enhances the sales which
directly affect the company’s financial position in positive manner. In addition to this it has
been also concluded from the literature review section that company also faces many
challenges while implementing artificial intelligence into its business such that data
protection is the foremost challenge which company faces in which the chances of sharing
personal data to 3rd parties increases. That is why most of the top retail from do not want to
invest in such digital technology but it has both pros and cons but it depends on the company
why it chooses this tool with a specific purpose.
Further, it can be concluded that by implementing artificial intelligence into Marks
and Spencer, then it help to improve the business operation and increase its efficiency by
provide effective training to their employees in order to understand the usage of this digital
application. As report also concluded that researcher faces issue related to low availability of
time through which, it did not conduct in-depth analysis of the research, that is why, most of
the results are not generated in appropriate manner.
Recommendations
From the above it is to be recommended to the business to use effective training
session to their employees which in turn help to understand the usage of Artificial
intelligence within the working environment. Also, through this effective training session
company’s employee also determine the importance of artificial intelligence within the
working environment.
In addition to this, it is also suggested to the Marks and Spencer to hire skilled and top
IT professionals who possesses strong knowledge related to the digital technology so that it
will be easy to handle any query related to this. Moreover, these specialist provide effective
training to the employees and train then to use the machine in order to minimize the time and
utilize that time in other activities. Therefore, it is analyzed that by using this option,
company generate an opportunity which help to meet the define aim and objectives.
Further, it is also recommended to the firm to start setting the standard which in turn
assist to enhance the company’s sales. Such that by using benchmarking as a standard tool for
measuring the performance, the firm determine the progress within each month, week and
quarter. Also, company should save some amount from its revenue in order to invest into new

techniques which in turn help to improve the efficiency and this help the business to take
further level of success and meet the define aim as well.

REFERENCES
Books and Journals
Castelo-Branco, F. and et.al., 2020. Business Intelligence and Data Mining to Support Sales
in Retail. In Marketing and Smart Technologies (pp. 406-419). Springer, Singapore.
Chawla, A. and et.al., 2019. Demand Forecasting Using Artificial Neural Networks—A Case
Study of American Retail Corporation. In Applications of Artificial Intelligence
Techniques in Engineering (pp. 79-89). Springer, Singapore.
Ferrini, S., 2019. Digital Innovations Disrupting the food retail industry: The case of Auchan
Retail Italia (Bachelor's thesis, Università Ca'Foscari Venezia).
Jha, N. and et.al., 2020, May. Customer Segmentation and Churn Prediction in Online Retail.
In Canadian Conference on Artificial Intelligence (pp. 328-334). Springer, Cham.
Krasyuk, I., Yanenko, M. and Nazarova, E., 2020, May. Conceptual and strategic framework
for the digitalization of modern retail as part of innovative marketing. In E3S Web of
Conferences (Vol. 164, p.09006). EDP Sciences.
Kreutzer, R.T. and Sirrenberg, M., 2020. Fields of Application of Artificial Intelligence—
Retail, Service and Maintenance Sector. In Understanding Artificial Intelligence (pp.
155-166). Springer, Cham.
Kreutzer, R.T. and Sirrenberg, M., 2020. Understanding Artificial Intelligence. Springer
International Publishing.
Kuznetsova, A. and Romeiko, A., 2020. Retail service technologies: augmented reality and
deep learning opportunities.
Lévesque, M., Obschonka, M. and Nambisan, S., 2020. Pursuing Impactful Entrepreneurship
Research Using Artificial Intelligence.
Liu, L., and et.al., 2018, September. A smart unstaffed retail shop based on artificial
intelligence and IoT. In 2018 IEEE 23rd International workshop on computer aided
modeling and design of communication links and networks (CAMAD) (pp. 1-4). IEEE.
Semenov, V. P., Chernokulsky, V. V. and Razmochaeva, N. V., 2017, October. Research of
artificial intelligence in the retail management problems. In 2017 IEEE II International
Conference on Control in Technical Systems (CTS) (pp. 333-336). IEEE.
Seranmadevi, R. and Kumar, A., 2019. Experiencing the AI emergence in Indian retail–Early
adopters approach. Management Science Letters. 9(1). pp.33-42.
Online
Impact of using Artificial Intelligence within retail sector. 2019. [Online]. Available through:
< https://vue.ai/blog/intelligent-retail-automation/benefits-of-ai-in-retail-for-2020/>.
Challenges that company face while using Artificial Intelligence. 2019. [Online]. Available
through: <https://towardsdatascience.com/artificial-intelligence-opportunities-
challenges-in-businesses-ede2e96ae935>.