Debenhams Group ’embraces AI’ to overhaul pricing and promotions strategy
Debenhams Group (formerly known as Boohoo Group) has teamed up with AI platform UiPath to implement AI at scale across its product pricing and promotions strategy.
Debenhams Group (formerly known as Boohoo Group) has teamed up with artificial intelligence platform UiPath to implement AI at scale across its product pricing and promotions strategy.
The PrettyLittleThing and Boohoo owner said it will be rolling out intelligent automation across its brand portfolio, enabling real-time, automated pricing for thousands of SKUs, replacing manual processes with faster, more precise, and data-driven decision-making.
It said the AI-driven approach allows it “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.”
With the implementation of Peak’s AI pricing capabilities, the retail giant said that “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”.
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Historically, manual efforts resulted in reactive, trial-and-error markdown cycles, said Debenhams Group. The new system ensures more efficient product movement through clearance, reducing terminal stock buildup and improving cash flow.
CEO Dan Finley said: “With this technology, we’ve fundamentally changed how we approach pricing
“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.”
Back in March, Boohoo Group rebranded to Debenhams Group in a bid to shift the entire business to a marketplace model.
Finley said the successful turnaround of Debenhams would act as “our blueprint for the wider turnaround of the group”.
It comes as sales for the group fell 16% from £1.46bn to £1.22bn in the 52 weeks to February 2025. The etail group expects to report an adjusted EBITDA of around £40m for the year.
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