ASOS tested an AI Stylist feature in early 2024, offering a select group of customers a conversational chatbot that helps them discover fashion items through natural-language dialogue. The initial beta invited 40,000 customers to try the tool.

Built using Microsoft Azure OpenAI Service and Azure AI prompt flow with ChatGPT language models, the AI Stylist engages customers in conversation to understand their style preferences, shopping occasions, and current fashion trends. It draws on data from ASOS's own designers and external trend sources to surface relevant products from the catalog. ASOS tested the feature with 150 internal users before expanding to a customer beta. As of August 2024, ASOS described this as a customer testing phase, and an evolved version called 'Styled for You' was reported in trial as of November 2025.