TL;DR

Moonpig’s strategic AI implementation has driven a 6.7% sales increase to £169m, with half of all purchases now involving AI-powered personalisation features—up from just 2% two years ago. The company’s AI chat system now resolves a third of customer queries with higher satisfaction ratings than human-handled interactions.

AI-Powered Transformation Pays Off

Online greeting card retailer Moonpig has demonstrated the tangible business value of thoughtful AI integration, reporting strong half-year results buoyed by its expanded use of artificial intelligence across design, personalisation, and customer service.

The company saw sales rise 6.7% to £169m in the six months to 31 October, with the increased revenue driven largely by higher order volumes and greater spend per customer at its flagship Moonpig brand. More notably, the shift returned the company to profitability with pre-tax profits of £26.6m, compared to a £33.3m loss the previous year.

Human-AI Collaboration Model

Chief Executive Nickyl Raithatha emphasised that AI augments rather than replaces human creativity. “AI is now designing a lot of cards for us,” he explained, noting that the technology can suggest 50 or more design options for staff to edit and curate, compared to manually designing just one or two cards daily.

The company maintains human oversight throughout the process: “We make sure a person will look at it and it is relevant and exciting for customers. We don’t want to fill our site with generic design. We are treading carefully.”

Looking Forward

This measured approach to AI adoption offers a compelling template for UK businesses seeking to balance technological efficiency with quality and creativity. With AI-led features now central to half of all purchases and customer service queries increasingly handled by AI with higher satisfaction scores, Moonpig demonstrates that thoughtful implementation can deliver both commercial and customer experience benefits.

Source: The Guardian