Recommendation SystemVerified
Reviewed and published by trentmaziarz, April 21, 2026. Discovered and drafted by our automated research pipeline.
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.
Details
ASOS's recommendation engine uses collaborative filtering — a technique that identifies patterns in how customers interact with products — to suggest items likely to appeal to individual shoppers. It also uses deep neural networks to classify products by attributes such as color, style, and occasion, enabling recommendations that go beyond similar items to suggest complementary ones that form complete outfits. The system is built on Microsoft Azure Machine Learning and processes data from the platform's full product catalog continuously.
Products affected
ASOS websiteASOS app
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). ASOS: 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 (data as of 2026-04-21) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/3f6b37b2-7fab-4a39-9e89-50bb305e9178. Accessed October 5, 2026.
- Stable link
- https://www.aitrace.org/r/practice/3f6b37b2-7fab-4a39-9e89-50bb305e9178
- 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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