ASOS 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.

Styled for You uses an AI model trained on ASOS's own library of professionally curated outfits to generate individualized outfit suggestions around specific products a customer is viewing. ASOS's CEO described the feature as enabling personalized outfit generation for each individual consumer, contrasting with the previous static approach where all shoppers saw the same curated outfits. ASOS reported that customers who interacted with the AI Stylist saved 50% more items for later, which the company described as a leading indicator of purchase intent.