Frasers Group unveils FRASERS AI shopping assistant

• Frasers Group’s premium fashion and lifestyle brand, FRASERS – formerly House of Fraser – unveils Ask Frasers, an AI shopping assistant designed to make product exploration and discovery quicker and easier for customers than ever before.

• Since launching, FRASERS has seen a 25 percent increase in sales conversions compared to traditional search experiences.

Retail powerhouse, Frasers Group, has launched Ask Frasers, an AI shopping assistant across the FRASERS website – the Group’s premium fashion and lifestyle brand. The tool has been designed to elevate the online experience, helping customers to shop more intuitively and efficiently than ever before. Since implementing Ask Frasers, early indicators show solid results with conversion rates increasing by up to 25 percent compared to traditional search experiences.

Ask Frasers is a context-aware AI tool that goes beyond traditional search. Powered by Algolia’s Agentic Experience, it calls on external LLMs and interprets product data – from key features and availability to real-time popularity signals – to deliver precise, conversational answers tailored to each shopper’s needs.

The assistant allows customers to explore FRASERS’ extensive contemporary fashion and beauty offerings more naturally, identify the right items, access key details with ease, and compare prices more effectively, all through a seamless, accessible interface. By asking questions, refining preferences and describing the desired product outcome, the assistant helps to narrow down options, surface the most relevant products and provide recommendations instantly.

Richard Lallo, Group Head of Customer Marketing at Frasers Group commented: “At Frasers Group, we are committed to enhancing the customer journey, from discovery through to conversion, by creating innovative solutions that give shoppers a connected, relevant and efficient shopping experience. The launch of Ask Frasers marks an important step forward in this mission, enabling us to offer a faster, smarter and more seamless way to shop our premium fashion and lifestyle offering, reinforcing our belief that intelligent technology is shaping the future of retail.”

The launch of Ask Frasers builds on the brand’s recent relaunch, which saw it officially rebrand as FRASERS – formerly House of Fraser – and unveil television presenter Cat Deeley as the face of its Spring 2026 campaign. This milestone marks Frasers Group’s latest move in reimagining the brand, setting a new benchmark for modern, premium retail, and positioning FRASERS as the UK’s ultimate one-stop lifestyle destination.

The introduction of Ask Frasers demonstrates the Group’s continued investment in AI driven discovery, bringing together speed, relevance, and intelligence to redefine how customers shop on FRASERS.