M&S will deploy an AI-powered monitoring systems across 46 dairy farms to review animal welfare standards.

The new technology uses cameras to capture footage of dairy cows, which is analysed with an algorithm trained alongside vets to observe the wellbeing of cows in real time.

M&S is the first retailer to implement this technology as it pushes towards animal welfare within its farming practices.

According to the business, the technology uses AI-powered video analytics to create a health profile for each animal by tracking mobility and body conditions.

Additionally, the new tool will be used to monitor feeding time, social interactions and mobility to assist vets in their assessment of each cow’s health.

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Peter Kennedy, head of agriculture at M&S Food said: “M&S has always had market-leading welfare standards, and as we continue to support British farmers in this latest evolution of welfare monitoring, powered by AI, it will support farmers to give the best care to dairy cows.

“This latest innovation supports our Plan A for Farming to build resilience in British farming and continue to raise the bar on animal welfare.”

The tools are currently being rolled out after a testing period at select M&S dairy farms where farmers have utilised the technology to make changes according to each specific cow’s needs.

Terry Canning, CEO of CattleEye commented: “M&S has set a standard that the rest of the industry will be measured against.

“Deploying AI welfare monitoring across an entire supply chain is a first. This means we can give farmers and consumers peace of mind that productive herds can be healthy herds.”

This move is part of the high-street retailer’s wider investment in backing British farming and promoting animal welfare standards.