AI Usage at a Glance
Timeline
Mar 7, 2018
RecommendationPractice documented: 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.
Practice DocumentedView practice →Mar 9, 2018
RecommendationNew evidence: ASOS' visual search tool is now available to all of its shoppers
Evidence AddedView practice →Nov 1, 2018
RecommendationPractice documented: 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.
Practice DocumentedView practice →Dec 1, 2022
RecommendationPractice documented: ASOS uses machine learning to recommend products to shoppers by analyzing their browsing history, past purchases, and the buying patterns of similar customers. The system delivers billions of product recommendations per day across the ASOS website and app.
Practice DocumentedView practice →Aug 29, 2023
RecommendationNew evidence: A Look at ASOS's Fashionable Approach to Data Science
Evidence AddedView practice →Jan 1, 2024
RecommendationNew evidence: Finding the right size | ASOS Customer Care
Evidence AddedView practice →Feb 5, 2024
Customer SvcPractice documented: 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.
Practice DocumentedView practice →Aug 7, 2024
Data AnalysisPractice documented: ASOS uses AI and machine learning to forecast demand for specific products, supporting inventory and supply chain decisions. This is an internal capability confirmed by ASOS's Director of AI and Machine Learning.
Practice DocumentedView practice →Aug 7, 2024
ProductivityPractice documented: ASOS 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.
Practice DocumentedView practice →Aug 7, 2024
Customer SvcNew evidence: ASOS uses Azure AI Studio to surprise and delight young fashion lovers
Evidence AddedView practice →Aug 28, 2025
Data AnalysisPractice documented: ASOS 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.
Practice DocumentedView practice →Sep 2, 2025
Data AnalysisNew evidence: ASOS Selects TrusTrace to Streamline Supply Chain Risk, Compliance, and Impact Management Through Real-Time End-to-End Traceability
Evidence AddedView practice →Sep 10, 2025
Data AnalysisNew evidence: Asos Adopts AI-Enhanced Platform to Improve Supply Chain Transparency
Evidence AddedView practice →Nov 21, 2025
Customer SvcNew evidence: Asos using AI stylists to help boost flagging sales
Evidence AddedView practice →Nov 21, 2025
RecommendationPractice documented: 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.
Practice DocumentedView practice →Nov 24, 2025
RecommendationNew evidence: Destination inspiration or desperation? ASOS CEO Calamonte sets out the troubled e-commerce vendor's AI stall
Evidence AddedView practice →Dec 28, 2025
Customer SvcPractice documented: 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.
Practice DocumentedView practice →Recent activity
ASOS 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.
As part of ASOS's 'Fashion with Integrity' sustainability strategy, the company selected TrusTrace's AI-enhanced platform to collect and validate primary supply chain data, manage regulatory compliance, calculate environmental footprints, and identify supply chain risks. The platform maps suppliers from Tier 1 (finished goods manufacturers) to Tier 5 (raw material sources such as farms). This is an internal operational tool used by ASOS staff to manage supplier relationships and compliance, not a consumer-facing feature. The partnership was confirmed by ASOS's official investor relations newsroom in August 2025 and by TrusTrace in September 2025.
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.
ASOS 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.
As confirmed in ASOS's August 2024 announcement of a new three-year Microsoft agreement, ASOS uses GitHub Copilot and Copilot for Microsoft 365 to help its engineering and broader workforce produce code and complete tasks more efficiently. It also uses Power Automate for process automation, and Teams Premium for automated meeting summaries, live translations, and action tracking. ASOS's Director of Technology Operations described the goal as removing 'busy work' to free employees for more strategic tasks. GitHub Copilot adoption was confirmed as starting in early 2023.
All practices by category
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.
ASOS uses machine learning to recommend products to shoppers by analyzing their browsing history, past purchases, and the buying patterns of similar customers. The system delivers billions of product recommendations per day across the ASOS website and app.
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.
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.
ASOS 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.
ASOS uses AI and machine learning to forecast demand for specific products, supporting inventory and supply chain decisions. This is an internal capability confirmed by ASOS's Director of AI and Machine Learning.
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.
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.
Cite this record
Trace Foundation. (2026). ASOS: documented AI practices (data as of 2026-08-04) [Data set record]. AI Trace. https://www.aitrace.org/r/company/20f25c21-06a6-4487-a28f-33384e2b21bf. Accessed September 7, 2026.
- Stable link
- https://www.aitrace.org/r/company/20f25c21-06a6-4487-a28f-33384e2b21bf
- Data as of
- August 4, 2026
- Last verified
- April 22, 2026
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