Asos announces launch of Stylist app in ChatGPT powered by Bambuser video commerce technology

Asos has launched Stylist, an app in ChatGPT that brings fashion discovery through products and video content to customers in the UK and US. 

This helps customers discover Asos products directly in ChatGPT and shop them on the fast fashion giant’s website. It has been built using video commerce platform Bambuser.

Stylist uses Bambuser’s new Intelligence Layer capability and video player widget to turn 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. Shoppers can browse individual products or complete looks by category, occasion, or trend, receive styling guidance, and explore pieces from hundreds of brands.   

For example, when Stylist responds to a prompt such as “show me pastel floral A-line dresses for spring” it instantly searches across Asos’ brand portfolio and returns a curated edit tailored to the context of the conversation. Customers can see products in motion through video, click through for more details, and continue their journey on Asos.com to explore and purchase.

The experience is designed to be highly visual, bringing immersive product imagery and video, including livestream content, directly into the chat. When customers click on a product this expands to show more details, including pricing, and customers can tap through to “Shop on Asos” to complete their purchase.

Asos has had an AI Stylist in its mobile app for some time, which, it says, gives it a strong understanding of how customers use conversational AI to discover and shop fashion.

Melissa Lim, Head of Product at Asos, says: “Customers are increasingly turning to AI for shopping and style inspiration, but the experience can still feel fragmented and hard to visualise. 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.”

“We are proud to partner with Asos for this launch in ChatGPT, where we are combining one of the richest video content libraries in fashion with Bambuser’s Intelligence Layer and shoppable video player,” says Kristina Brjazgunova, Vice President of Product & Innovation at Bambuser. “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.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.