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

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