As an early technology adopter, ASOS is already taking advantage of AI features integrated into Microsoft solutions.

This includes process automation through Power Automate; automated meeting summaries, notes, actions, and live translations through Teams Premium; and Microsoft Copilot, including Copilot for Microsoft 365 and Copilot for Github, which ASOS has been using since early 2023 to support its engineering teams to produce code effectively and efficiently.

“A core part of our business strategy is driving operational excellence within ASOS: making sure we’re as fast, efficient, and effective as we can be, and investing our time and resources in the projects that matter,” said Victoria Arden, Director of Technology Operations, ASOS.

“Under this new agreement, we’re helping ASOSers safely experiment with generative AI tools that can remove ‘busy work’ from their day, freeing them up to unlock greater creativity and insights and focus on delighting our customers.”

Data-driven decision-making

ASOS already has an ongoing collaboration with Microsoft, having incorporated the use of other AI services. In 2022, ASOS signed a new five-year agreement to continue using Microsoft Azure as its preferred cloud platform.

It uses Microsoft Azure and its AI capabilities to power its digital platforms and support its focus on speed, efficiency, and data-driven decision-making.

Earlier this year, ASOS launched customer testing for its AI Stylist: an Azure OpenAI-powered experience that helps customers discover new looks through an easy-to-use, conversational interface, built using early access to Microsoft’s generative AI tools, that authentically reflects the ASOS brand and tone of voice.*

Papinder Dosanjh, Director of AI and Machine Learning, ASOS, said: “AI and Machine Learning are already transforming how we work at ASOS, whether it’s supporting better demand forecasting, helping with data-driven decision-making, or powering our recommendation system – delivering billions of product recommendations to our customers per day.

“Working with Microsoft, we continue to drive innovation in this area, always aligned to our principles of safe and responsible experimentation and development.”

Olaf Akkerman, General Manager, Retail and Consumer Goods Industry, Microsoft UK, said: “It’s fantastic to further extend our relationship with ASOS after many years of collaboration.

“ASOS has been an early adopter of AI and is using it in many innovative ways, such as delivering personalised shopping experiences through AI fashion stylists.

“This renewed commitment will bring huge productivity gains, freeing up time so that ASOS employees can focus on new, data-driven ways to better serve customers.”