Fast fashion giant Asos extends relationship with Microsoft as it ramps up use of generative AI tools

Asos has signed a new AI related three-year agreement with Microsoft.

The online retailer is already tapping 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.

“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,” says Victoria Arden, Director of Technology Operations at 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.”

In 2022, Asos inked 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, it launched customer testing for its AI Stylist: an Azure OpenAI powered experience that helps customers discover new looks through a conversational interface, built using early access to Microsoft’s generative AI tools, that aims to authentically reflect the Asos brand and tone of voice.

Papinder Dosanjh, Director of AI and Machine Learning, Asos, says: “AI and machine learning are already transforming how we work, 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, says:  “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.”

2024 RTIH INNOVATION AWARDS

AI is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.