British high-street retailer River Island has selected solutions from media experience Cloud company Cloudinary to enhance its online shopping experience.

The retailer will deploy Cloudinary’s Media Experience Cloud platform and Digital Asset Management (DAM) solution to replace Adobe Scene7.

Cloudinary’s automation is expected to minimise the manual labour required to collaboratively manage media assets, including searching and sharing content.

In addition, the Cloud solutions can improve media assets with metadata and analysis and offer an artificial intelligence (AI) based, content-aware detection model for fashion.

The AI model helps detect clothing attributes automatically based on factors such as fabric, types of fastenings used and the presence of pockets.

River Island architecture head David Edwards said: “At River Island, the future of our brand is what excites us most and we aim to take our popular digital experience from strength to strength.

“Cloudinary’s microservices-based, application programming interface (API) first and headless architecture is a great fit for us as it integrates well with our existing content management system (CMS) and tools like Adobe Creative Cloud.

“We’re really excited to apply Cloudinary’s advanced, AI-driven capabilities, which will speed up our capacity to bring new products online and elevate the customer experience.”

The two companies will participate in the MACH Alliance’s MACH ONE conference in London, UK, next week.

Other fashion retailers that have adopted Cloudinary’s Media Experience Cloud solutions include Crocs, Dune London, Everlane, Guess, Jimmy Choo, Levi’s and Neiman Marcus.

Cloudinary chief marketing officer Saranya Babu said: “Winning brands like River Island are eager to employ the latest technologies and future-proof their digital media tech stacks to deliver the kinds of experiences their customers have come to expect.

“We are delighted to welcome (River Island) into the Cloudinary community and look forward to supporting their business needs through this next phase of their growth.”