Productivity AutomationVerified
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
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.
Products affected
Internal ASOS engineering toolsMicrosoft 365 suiteGitHub
Sources & Evidence
Cite this record
Trace Foundation. (2026). ASOS: 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 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/1a094215-4180-453d-94c5-fcbe26c9728a. Accessed September 11, 2026.
- Stable link
- https://www.aitrace.org/r/practice/1a094215-4180-453d-94c5-fcbe26c9728a
- 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.RecommendationASOS 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.
Have evidence about ASOS's AI practices? Submit a report.
Report a Sighting →