Hennes & Mauritz (H&M ) retail chain is using artificial intelligence to customise its products in individual stores instead of stocking stores around the globe with similar merchandise.

The 71-year-old fast-fashion chain aims to arrest the slump in same-store sales that has lasted 10 quarters due to a spike in online shopping. H&M has repeatedly slashed its prices to clear out $4 billion of unsold goods, and its shares have declined by 56 per cent in the past three years.

H&M, like most retailers, has a team of designers to decipher the need of the shoppers. It uses algorithms to analyze store receipts, returns and loyalty-card data to better align supply and demand, with the goal of reducing markdowns. As a result, some stores have started carrying more fashion and fewer basics such as T-shirts and leggings.