United KingdomRetail and e-commerce2025 – ongoingBurberry
Penguin generative AI platform for customer service consultants
Burberry's Penguin tool for client advisors lifted average transaction value 24% in customer service channels
Problem
Burberry's customer service consultants needed faster ways to find products and suggest outfits to clients across many markets and languages.
Approach
A three-person Burberry data science team built Penguin for its client advisors. It combines natural-language product search across several languages, image recognition that matches photos to products, and outfit suggestions built from a single item. More than 100 consultants in all Burberry markets used it.
Results
Takeaway
A very small in-house team built a tool that more than 100 advisors used. The uplift figure comes from Burberry's award entry and the source does not say how it was measured.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Customer serviceMarketing and sales
- Innovation type
- Process innovation
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
Award winner page from the DataIQ Awards 2025. It describes Penguin, built by a three-person data science team, with multilingual search, image recognition and outfit suggestions. It reports more than 100 consultant users and a 24% uplift in average transaction value.
Full details are in the original sources.
