H&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.

H&M's recommendation system analyzes customer purchase histories, browsing patterns, and regional sales data to surface personalized product suggestions in digital channels. The company extended these online recommendations to physical stores using RFID technology, allowing customers to receive in-store merchandise suggestions selected by algorithms. In 2022, H&M Group partnered with Kaggle to run an open data science competition using real H&M transaction data to develop better recommendation models, with the goal of improving its production recommendation engine.