ASOS announced a partnership with Sierra, a company that builds AI agents for customer service, in late 2025. The scope and live deployment status of this integration were not confirmed beyond the partnership announcement.

Sierra builds AI agents designed to handle customer service operations including answering queries, processing orders, and routing issues. The partnership was announced publicly by Sierra in December 2025, with Sierra describing ASOS as 'reimagining customer experience with AI.' ASOS had not published its own detailed announcement of this deployment at the time sources were gathered. The functional scope, geographic availability, and whether the agent was live in production were not confirmed by primary ASOS sources.