Tapestry (parent company to such brands as Kate Spade and Coach) is bolstering its marketing efforts by leveraging generative AI tech to automate online personalization, and Marks & Spencer is following close behind.
Tapestry is implementing technology that automatically generates words and phrases that are personalized in real-time for each online consumer by leveraging anonymized web session data. An AI-powered bank of language and automated decision-making creates the ideal language, particularly during cart and checkout pages, to push consumers further down the funnel and close more business.