British e-commerce retailer The Very Group has selected Amazon Web Services (AWS) to improve the shopping experience for online customers using generative artificial intelligence (AI).

The group’s Very online brand will launch a new innovation lab powered by generative AI, machine learning and storage capabilities.

By combining advanced cloud and generative AI capabilities with Very’s retailing experience and insights, the lab will bring customers interactive and personalised digital shopping experiences, new products and e-commerce offerings.

Engineers and data teams from Very and the newly launched $100m AWS Generative AI Innovation Centre will work together to safely use AWS generative AI capabilities through Amazon Bedrock.

AI experts will help Very to navigate technical challenges and launch new customer experiences.

Very Group chief information officer Matt Grest stated: “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."

The Very Group has already used Amazon SageMaker, a cloud-based machine-learning platform, to transform its business operations.

The company uses AI to forecast product demand and plan inventory, improving customer experience in the retail industry.