Microsoft and Britain’s Marks & Spencer announced on Wednesday that are partnering to test the integration of Microsoft AI technologies into M&S’ customer experience, stores and wider operations.

According to Marks & Spencer, the partnership will see the two organizations work together to explore how technologies such as artificial intelligence can be utilized within the retail environment to improve customer experience and optimize operations.

A team of AI engineers and product personnel from Microsoft will partner with the Marks & Spencer Retail Labs team to accelerate the company’s digital transformation.

“Working together with Microsoft to understand the full potential of how technology and artificial intelligence can improve the in-store experience for our customers and the efficiencies of our wider operations could be a game changer for M&S – and for retail,” said Steve Rowe, M&S CEO.