Leading 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 eKiciently than ever before. Since implementing Ask Frasers, early indicators show solid results with conversion rates increasing by up to 25% 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 oKerings more naturally, identify the right items, access key details with ease, and compare prices more eKectively, 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 e>icient shopping experience. The launch of Ask Frasers marks an important step forward in this mission, enabling us to o>er a faster, smarter and more seamless way to shop our premium fashion and lifestyle o>ering, 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 oKicially 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.
