How H&M Uses AI-Powered Chatbots and Sales Agents to Enhance Customer Engagement and Boost Online Sales

By: GoBeyond Team
July 3, 2025
3 min read
H&M AI chatbot interface showing personalized fashion recommendations and order tracking

Quick Overview

H&M implemented AI-driven sales agents and chatbots to engage online shoppers via personalized email campaigns and real-time chatbot interactions. The AI analyzes browsing behavior, purchase history, and customer preferences to tailor outreach and provide 24/7 support. These AI agents handle common queries, offer personalized product recommendations, assist with order tracking, and nurture leads through the sales funnel, significantly improving customer engagement, conversion rates, and satisfaction.

H&M
H&M
Company Size
Large multinational retail fashion company
Revenue Range
$20B+ annual revenue
Primary Challenge
Enhancing online customer engagement, improving conversion rates, and providing scalable 24/7 support
Key Metrics
\- 30% increase in customer engagement\- 15-25% increase in online sales\- 24/7 lead nurturing and support\- Faster response times and reduced wait periods\- Consistent and personalized customer interactions

The Problem

Manual customer service struggled with high volumes, slow responses, and inconsistent personalization, especially during peak periods

The Solution

AI-powered chatbots integrated across digital platforms providing personalized fashion recommendations, proactive engagement, order tracking, and efficient returns processing

Results

\- Increased online sales and customer satisfaction\- Reduced customer service wait times\- Scalable handling of high query volumes\- Enhanced personalization and proactive marketing\- Improved operational efficiency and cost savings

“H&M’s AI chatbots have transformed our customer experience, providing timely, personalized support that keeps shoppers engaged and satisfied.”

H&M Customer Service Team

Details

Industry
Retail & E-commerce
Departments
Sales & Lead Generation
Customer Support & Service
Account Management & Client Success
Use Cases
Sales Outreach
Tags
GenAI
NLP
Scalability
Team Efficiency
Time-Saving
AI Tools Used
No items found.
Sources
https://redresscompliance.com/how-hm-uses-ai-powered-chatbots-to-improve-customer-service/https://www.creolestudios.com/real-world-ai-agent-case-studies/https://blog.indosoft.com/ais-role-in-customer-service/https://www.aimtechnologies.co/ai-chatbots-revolutionizing-digital-interactions/https://www.linkedin.com/pulse/hms-ai-powered-solution-lesson-customer-service-excellence-qiqec

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