Customer ServiceVerified
Reviewed and published by trentmaziarz, May 11, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
H&M websiteH&M appGoogle MapsGoogle Search
Sources & Evidence
Company Disclosure
Cite this record
Trace Foundation. (2026). H&M Group: 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 (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/5ad9b278-7c92-4b95-9d51-2643fcc2183f. Accessed October 4, 2026.
- Stable link
- https://www.aitrace.org/r/practice/5ad9b278-7c92-4b95-9d51-2643fcc2183f
- Data as of
- May 11, 2026
- Last verified
- Not recorded
Other practices by H&M Group
Data AnalysisH&M uses machine learning models to scan social media platforms, fashion blogs, search trends, and internal sales data to identify emerging fashion trends in real time, feeding those insights into product design and buying decisions.Creative GenH&M deployed AI-generated digital twins of 30 real human models, in partnership with AI provider Uncut, to produce product imagery and marketing content for social media and advertising campaigns. The first set of images was published in July 2025, with all AI-generated content watermarked and labeled for transparency.RecommendationH&M uses AI algorithms to recommend products to shoppers based on their purchase history, browsing behavior, and demographic data, both on the H&M website and app and in physical stores using RFID technology. H&M hosted a public Kaggle competition in 2022 to improve its recommendation engine.
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