Debenhams Group – home to some of the UK’s biggest ecommerce fashion brands, including PrettyLittleThing, Boohoo, BoohooMAN, Karen Millen, and Debenhams, has implemented AI at scale to optimise product pricing and promotions.
The group has partnered with Peak, the AI platform from UiPath, to roll out intelligent automation across its brand portfolio. The system enables real-time, automated pricing for thousands of SKUs, replacing manual processes with faster, more precise, and data-driven decision-making.
This AI-driven approach allows Debenhams Group to respond more effectively to changing demand, seasonal trends, and inventory levels. This means that the group is better placed to protect margins, minimise excess stock, and deliver more competitive pricing to customers.
To improve the customer experience, pricing and promotions are now more relevant and timelier, with discounts tailored to individual product performance rather than broad, catch-all campaigns. This approach keeps pricing aligned with actual demand, enhancing both customer satisfaction and commercial impact.
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With the implementation of Peak’s AI pricing capabilities, hours previously spent managing spreadsheets are now redirected toward developing smarter strategies that support the group’s growth and ambition to become a leaner, faster, and more technology-advanced retail business.
Historically, manual efforts resulted in reactive, trial-and-error markdown cycles. The new system ensures more efficient product movement through clearance, reducing terminal stock buildup and improving cash flow.
“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, 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.”
