U.K. retailer Marks & Spencer (M&S) is using artificial intelligence to advise shoppers on choosing outfits, as part of efforts to increase online sales.

The 130-year-old High Street icon is using the technology to personalize consumers’ online experience, based on their body shape and style preferences, and to suggest items for purchase, reports The Guardian.

One of its aims is to personalize online interactions with shoppers, such as prioritizing products most relevant for an individual. Male shoppers would be less likely to be offered the latest deals on bras, for example.

Shoppers can also opt to fill out a quiz about their size, body shape and style preferences to receive relevant outfit ideas created by M&S’s AI-driven technology.

Stephen Langford, the company’s director of online & omnichannel, said 450,000 M&S shoppers had used the quiz so far, which can pick outfits from 40m options.

The service combines ideas from the company’s in-house stylists with information from the shopper to offer tips on which garments might go together.

The automation of product descriptions using AI has risen to 80% from almost nothing in the past year. The retailer, which has 240 full-line stores and 325 food outlets, and reported a 41% jump in profits on 2024 sales of £13 billion ($17.12 billion), says it aims to drive online sales of fashion items to 50% by 2028, up from about one-third now.