Recommendation SystemVerified
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
ASOS offers a visual search feature called Style Match in its mobile app that lets shoppers upload or photograph any clothing item and find visually similar products in the ASOS catalog. The feature launched globally in March 2018.
Details
Style Match uses computer vision and machine learning to analyze an uploaded image and match its visual attributes — such as color, pattern, and shape — against ASOS's product catalog. Shoppers access the feature via a camera icon in the app's search bar. The tool was initially launched in the UK in August 2017 and rolled out globally to all iOS and Android users in March 2018. ASOS noted at launch that 80% of its web traffic came from mobile devices, which informed the mobile-first design of this feature.
Products affected
ASOS app (iOS and Android)
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). ASOS: ASOS offers a visual search feature called Style Match in its mobile app that lets shoppers upload or photograph any clothing item and find visually similar products in the ASOS catalog. The feature launched globally in March 2018 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/f7fdc944-56b2-4314-95c5-4fef484e22dc. Accessed September 6, 2026.
- Stable link
- https://www.aitrace.org/r/practice/f7fdc944-56b2-4314-95c5-4fef484e22dc
- 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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