Customer ServiceVerified
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
ASOS websiteASOS app
Sources & Evidence
Cite this record
Trace Foundation. (2026). ASOS: 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 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/7f59043b-8b15-45ad-ae55-a7da30bf01ae. Accessed September 11, 2026.
- Stable link
- https://www.aitrace.org/r/practice/7f59043b-8b15-45ad-ae55-a7da30bf01ae
- Data as of
- April 21, 2026
- Last verified
- April 22, 2026
Other practices by ASOS
Data AnalysisASOS integrated an AI-enhanced platform from TrusTrace in September 2025 to gain real-time visibility into its supply chain, tracking materials from finished goods down to farm level across its global network of suppliers.RecommendationASOS tested a feature called 'Styled for You' in late 2025, offering shoppers AI-generated outfit suggestions based on a database of over 100,000 curated studio outfits. The feature was described as a trial as of November 2025.ProductivityASOS integrated a suite of Microsoft AI tools into its internal operations starting in early 2023, including GitHub Copilot for engineering teams, Microsoft Copilot for Microsoft 365, and Power Automate for process automation. These are used by ASOS employees, not customers.
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