Marks & Spencer is turning to artificial intelligence to sharpen its appeal to customers through a "game-changing" partnership with Microsoft.

The retailer is working with AI experts at the US tech giant to explore how the technology could improve the shopping experience on the high street.

M&S was tight-lipped on how AI might be applied, but chief executive Steve Rowe said it may prove a “game changer” for the UK retail industry.

Microsoft is reportedly working on technology that would eliminate cashiers and checkout lines from stores in a challenge to Amazon’s automated shop.

Mr Rowe said: “M&S is transforming into a digital first retailer, at a time when the sector is undergoing a customer-led revolution.

“We want to be at the forefront of driving value into the customer experience using the power of technology.”