Recommendation SystemVerified
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
ASOS offers a Fit Assistant tool on its website and app that uses machine learning to suggest the right clothing size for each shopper. The tool is powered by a third-party service called Fit Analytics and has been available globally since 2018.
Details
The Fit Assistant analyzes a customer's purchase and return history to predict which size will fit best for a given product. New customers who have no purchase history can answer three questions about their height, weight, and fit preference to receive a size recommendation. The tool is listed on ASOS's official customer care pages and is described as powered by Fit Analytics, a third-party sizing platform. ASOS confirmed the global rollout after an initial UK-only launch in January 2017.
Products affected
ASOS websiteASOS app
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). ASOS: ASOS offers a Fit Assistant tool on its website and app that uses machine learning to suggest the right clothing size for each shopper. The tool is powered by a third-party service called Fit Analytics and has been available globally since 2018 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/ca81b72e-fec2-4b22-a522-4018cda79f9a. Accessed September 11, 2026.
- Stable link
- https://www.aitrace.org/r/practice/ca81b72e-fec2-4b22-a522-4018cda79f9a
- 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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