The Knowledge Transfer Partnership (KTP) brings together world-leading academic expertise and industry insight to create a scalable platform that will transform how retailers generate commercial insight and make better decisions. The Tapestry Agency, a specialist consumer insight and data science consultancy, has spent more than seven years helping retailers better understand consumer behaviour, marketing effectiveness and customer lifetime value. Through this work, the business has developed deep expertise in turning complex consumer data into commercially valuable insight.
This KTP will build on that expertise by combining it with the University of Bath's world-leading research in artificial intelligence to accelerate the development of next-generation analytical capabilities for the retail sector. As the retail and consumer sectors undergo rapid digital transformation, the partnership will enable The Tapestry Agency to develop and embed advanced AI methodologies that enhance the interpretation of consumer behaviour and marketing performance. The project will support the company’s transition from a consultancy-led model to a platform-first organisation, delivering more scalable and accessible insights.
The KTP will enable the University of Bath team to work closely with Tapestry's specialists to develop next-generation AI methodologies for retail analytics, ensuring the solutions are grounded in genuine commercial challenges and practical business application.
The University of Bath Team is led by Professor Özgür Şimşek, Director for the Centre for Artificial Intelligence (CAI). Professor Şimşek commented:
We are really excited to be combining the latest developments in AI with The Tapestry Agency’s deep sector expertise in consumer analytics. This KTP will support the partners working closely together to enable a deep understanding of Tapestry’s business operations and ambitions and ultimately deliver leading innovations in actionable insights for retailers.
Claire Odom, Commercial and Strategy Director, The Tapestry Agency, says:
The University of Bath’s world-leading academic expertise in advanced AI and machine learning will significantly accelerate our development. The partnership will help us continue to deliver more accurate, scalable and innovative insight for our clients while building on the analytical expertise we've developed over many years.
Dr Georgios Exarchakis, School of Management at the University of Bath, is the Knowledge Base Supervisor on the KTP. He has expertise in machine learning, data analysis, and applied mathematics, with a track record of developing analytical solutions for complex datasets. He says:
This collaboration combines world-class AI expertise with Tapestry's extensive experience of solving real commercial problems for retailers. By bringing together academic research and industry expertise, we have a unique opportunity to develop practical AI methodologies that can transform how businesses understand consumer behaviour and make better decisions.
Dr Shannon Stodd, Business Partnerships and Knowledge Exchange Manager from the University of Bath who supported the bid, commented:
This exciting KTP demonstrates the value of partnerships, enabling researchers to understand how their expertise can be applied to deliver new innovations to overcome challenges within a fast-evolving sector. The KTP will support The Tapestry Agency adopt and embed innovative AI-technology into their business that will drive growth and strengthen a culture of R&D innovation.
Knowledge Transfer Partnerships (KTPs) are funded by Innovate UK to help businesses to improve their competitiveness and productivity through the better use of knowledge, technology and skills within the UK knowledge base.