H&M is focused on integrating AI across its operations to enhance customer experience, drive efficiency, and promote sustainability. The company aims to democratize AI usage through a platform named 'The Fountainhead', enabling teams to contribute to AI-driven projects significantly and reduce time-to-market for such initiatives. Key areas of focus include content personalization, data management, and training for staff to foster an AI-literate culture.

1. Scaling AI @ H&M
Björn Hertzberg
Head of Data Science

2. General Information
Agenda
AI Journey @ H&M
Quick Facts and Current Use Cases
Fountainhead
A vision for Group-Wide AI Adoption
Content Personalization
The Customer AI Platform

3. General Information
H&M Group is a family of brands and businesses, driven by the
desire to make great design available to everyone, in a more
sustainable way. We offer fashion, design and services that
inspire and enable people to express their style while making it
easier to live more circular.
74 store markets
153,000 employees
4,950 stores
187 billion SEK (2020)
sales including VAT SEK
52 markets
more than
E-commerce in

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Our Journey

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Design / Buying Production Logistics Sales Customer
Assortment Quantification
(ASQ)
Fashion Forecast
In-price Negotiation
Supplier
Recommendation
Allocation (ALLO)
Warehouse Moves
(Movebox)
Markdown (MDO) Recommendations
Content Personalization
Customer Value
AI Foundation
Current Coverage of Value Chain
Technical Enablers
Kowledge Capture &
Best Practises
AI Exploration &
Research
AI Platforms

6. Fountainhead

7. General Information
People
Match Skills with Passion
Targeted Recruitments
Learning Culture
Process
AI Literacy
AI Platforms
Separation of Duties
Growth Enablers

8. General Information
'The Fountainhead' to accelerate democratization of AI in BT
Vision
8
Data
foundation
Capabilities Easily incubated AI use- cases
into AI foundation
Same capability for
multiple processes
Same output for
multiple analyses
Production &
deployment
PLM &
industrialization
Control tower/
measurement
IaC & common
standards
Documents &
cookbooks
AI literacy
Model
development
Data
ecosystem
Data architecture &
technology
Data
organization
Data
governance
Users
Scope of The
Fountainhead
Yggdrasil
Data
catalogue
Model lifecycle
management
Vision
Accelerate unlock of business value
across the value chain by democratizing
AI across Business Tech through an AI
platform 'The Fountainhead' and
automation to promote reusability,
integrated into the whole value chain –
enabling majority of teams and people
across H&M to unlock new value and
improve processes E2E, and to reduce
time-to-market by 50% for AI use-cases
PoC & dev.
support
Reusable
output
Visualization
Custom
er &
partners
End-users and
consumers
Business and
tech users
Product
teams in BT

9. Content Personalization
Part of our internal AI platform economy

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Model serving – deployment strategy

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Model Serving – Inference Graph

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Content Personalization Engine

15. Content Personalization
Use-case: Start-page Teasers

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Example - Teasers on Start Page

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Contextual Bandits

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Contextual Bandits

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Contextual Bandits

20. Take away
▪ Scaling AI requires autonomy and alignment
▪ Allow structure to crystalize outward from the teams
▪ Unlock flow by standardizing and simplifying

21. General Information
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