H&M integrated an AI-powered virtual assistant, built on the Nuance Intelligent Engagement Platform, to handle customer inquiries around the clock across its online channels. The assistant has been live since 2018 and covers 13 major online markets including the US, UK, Sweden, and Germany.

H&M deployed the Nuance Intelligent Engagement Platform in 2018 to provide automated responses to customer questions about item availability, order tracking, store locations and hours, and returns. In 2020, H&M extended the virtual assistant to Google's Business Messages, allowing customers to reach it directly from Google Maps and Google Search. The platform combines a conversational AI engine with the option to escalate to a human agent. As of the time of the most recent confirmed source, H&M's US customer service page also references a 24/7 AI Assistant.