Tapestry, the parent company of brands like Kate Spade and Coach, is harnessing generative AI technology to enhance its marketing efforts through automated online personalisation. By leveraging anonymised web session data, the company’s AI-powered system generates personalised words and phrases in real-time for each online consumer. This technology optimises language during crucial stages like cart and checkout pages to drive conversions and reduce cart abandonment rates. Other areas of customer interaction, such as landing pages, website banners, buttons, and emails, can also benefit from personalised messaging based on individual sessions and first-party data. Tapestry collaborates with AI company Persado and has witnessed a 3-5% increase in e-commerce revenue through personalised web content. Marks & Spencer is also exploring the use of similar technology to ensure a sustainable transformation for the future. It’s important to note that this generative AI solution relies on a specialised dataset reflecting transaction analytics and interactions from millions of U.S. consumers rather than drawing from the entire web.

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