Bath & Body Works Deploys Gen AI to Help Customers Sniff Out the Perfect Fragrance

Seeking to modernize its core technology platforms, Bath & Body Works is working with Accenture to leverage the latest digital, martech, AI and generative AI solutions. The retailer will collaborate with Accenture on new capabilities like a digital Fragrance Finder, a gen AI-powered conversational experience designed to help customers find the perfect fragrance tailored to their individual preferences.

The Accenture Consumer Pulse 2024 survey revealed that just over half (51%) of consumers already are open to using conversational AI solutions.

“Our collaboration with Accenture is about having a strong technology foundation and scaling the power of digital, data and AI to deliver new levels of customer experiences, agility and performance,” said Gina Boswell, CEO of Bath & Body Works in a statement. “This will help us accelerate profitable growth by enhancing our operations, elevating our brand and engaging our customers differently through personalized and seamless experiences that keep them coming back.”

“We are focused on leveraging our core strengths in fragrance and augmenting these with cutting-edge technology and AI experiences such as native mobile, headless commerce, martech and transformer-based neural networks to deliver hyper-relevant and immersive experiences to customers with greater precision,” said Thilina Gunasinghe, Chief Digital and Technology Officer at Bath & Body Works in a statement.


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