Fashion etailer Asos is hoping generative AI technology will take on the ‘busy work’ and enable its team to focus on ‘greater creativity’, as it extends its partnership with Microsoft.
Signing a new three-year agreement with Microsoft, Asos will continue to 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.”
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In 2022, Asos signed a 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 data-driven decision-making, speed, and efficiency.
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, added: “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.”
Asos was recently profiled in the first RetailX UK 360° report, which offers a briefing on the UK market as a whole, how shoppers buy and want to buy, the retailers, brands and marketplaces that are succeeding in this market, and the services that the most successful provide to their customers.
The profile highlights how Asos was an early pioneer of online retailing and later was one of the first retailers to launch its own marketplace.
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