Marks & Spencer has announced that it is entering into a partnership with Microsoft to develop artificial intelligence which will improve customer experience in stores. According to management, this could be 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. M&S announced a five-year transformation plan last year which would "restore the basics" and shift its culture towards a faster, leaner, and more digitally focused business. The company recently saw its second straight year of falling profits.