Online retailer The Very Group is adopting use of generative AI through a collaboration with Amazon Web Services. The UK based company is hoping to personalise online shopping services it provides through the use of genAI.

Together with AWS, the company is launching a “Gen AI Innovation Lab”. It will trial genAI-based retail solutions to enhance its e-commerce platform.

The company said the lab would help create new products and immersive e-commerce offerings. It is aiming at enabling “better decisions at scale for its colleagues”.

Data and engineering teams will work with AWS’ newly launched Generative AI Innovation Centre.

In a release, Matt Grest, CIO at Very, said: “We want to be recognised as one of the UK’s leading AI-powered retailers.

“To keep our customers satisfied and transform our business operations, we’ve chosen to build on our existing strategic relationship with AWS and incubate new generative AI-powered products with a trusted collaborator and innovator who understands how we work with data at scale.”