Recommendation SystemVerified
Reviewed and published by trentmaziarz, May 11, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
H&M websiteH&M appH&M physical stores
Sources & Evidence
Cite this record
Trace Foundation. (2026). H&M Group: 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 (data as of 2026-05-11) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/c12cb547-811b-4da1-9c23-4288edcbdf1d. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/practice/c12cb547-811b-4da1-9c23-4288edcbdf1d
- 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.Data AnalysisH&M uses AI-powered demand forecasting systems to predict how much of each product will sell in each store, helping the company decide what to produce and where to stock it. H&M created its AI department in 2018 and has since built this capability on a Google Cloud data platform announced in 2022.
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