In a first for the UK market, British online fashion retailer ASOS has introduced a new feature which allows customers to discover ASOS products directly in ChatGPT, explore them through shoppable videos, then buy them on ASOS.com.
Using ASOS Stylist, shoppers can browse individual products or complete looks by category, occasion, or trend, receive styling guidance, and explore pieces from hundreds of brands on ASOS. A ChatGPT search for ‘a pink floral summer dress’ would give the customer a curated list of products from the ASOS catalogue, which they can then see in motion in video and click through for more details, before completing their shopping journey by paying on ASOS.com.
Powered by Bambuser
The experience is powered by video commerce platform Bambuser, using its Intelligence Layer capability and video player widget to transform ASOS’ product catalogue and video library into structured, machine-readable data that can be processed, retrieved, and returned, by large language models (LLMs) in real time as shoppable videos.
ASOS says that the experience “goes beyond today’s AI shopping tools, which are primarily limited to text and static images.” The addition of more interactive content forms part of ASOS’ ambition to “make fashion discovery faster, easier, and more inspiring for customers, wherever they choose to browse.”
UK pilot
UK pilot scheme
The pilot scheme for AI Stylist will be rolled out to UK and US customers. It builds on the current AI Stylist in the ASOS app, taking the learnings about how customers use AU to discover and shop fashion as the foundation of the new experience.
Melissa Lim, head of product at ASOS, said the new launch will make the process of shopping via Chat GPT far more seamless. “Customers are increasingly turning to AI for shopping and style inspiration, but the experience can still feel fragmented and hard to visualise,” she said. “ASOS Stylist brings fashion discovery, styling advice, and shoppable products together in one seamless, conversational experience. It’s an important step in how we’re using AI to reduce friction and enhance the way customers shop with ASOS.”
“Together, we’re setting the standard for how brands can activate video and AI content analysis inside answer engines like ChatGPT to engage the next generation of shoppers,” added Kristina Brjazgunova, vice president of product & innovation at Bambuser.
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