Intu invests in AI

Intu uses photo search AI to aid online fashion discovery

Intu Properties has launched artificial intelligence technology that can use a single photo to search over four million items on its online shopping platform.’s new search tool matches pictures with products from more than 500 retailers selling on its platform including John Lewis, Topshop and River Island.

Shoppers using intu’s mobile and desktop platforms can identify new products by uploading pictures of clothing items they’ve seen someone else wearing, from a celebrity on the red carpet to a friend’s outfit. A list of similar-looking products will also be available to instantly buy if an exact match isn’t found.

Trevor Pereira, digital and commercial director at intu, said: “We’re using artificial intelligence to understand exactly what customers are looking for so that they can find it simply and quickly. The technology identifies the image’s context, detects individual items within it and then classifies what it finds. This is strengthening our online experience and benefiting our retailers by showcasing millions of their products in an easy, digestible way.” is the first multichannel shopping platform to be run by a UK shopping centre owner and is ranked in the top 10 of affiliate websites, with 26 million visits, 2 million subscribers and £9m in retail sales last year

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