By  on June 5, 2018

PARIS — Eager to muscle its way back to the front lines of retail battles, Hennes & Mauritz AB said Tuesday it is presenting an augmented reality experience with human holograms as well as a new voice application developed with Google Assistant.

The fast-fashion retailer is developing the voice application for a selection of markets called H&M Home Stylist, billing it as one of the first voice applications in the field of fashion and interiors. The application, which is being tested and developed with customer input, gives styling suggestions for different rooms, with a human voice. Google Assistant sent shivers through social networks last month when the tech giant showed how human it sounded placing a phone call for a hair appointment.

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