Kiran Uppal

Head of Customer Care Experience & Transformation ASOS

Day 1

9:15 Fireside Chat | Reinventing Customer Experience With AI Agents: How ASOS and Sierra Delivered Fast, Human Service At Scale

Following a wave of change in customer expectations, this session takes you inside ASOS’s AI transformation journey — from replacing legacy chatbots to launching an AI agent that blends speed, empathy, and brand voice. Hear how the ASOS and Sierra teams partnered to modernise service operations under ambitious timelines, integrating AI that learns from every interaction and scales across markets.

Key takeaways:

• How ASOS built a roadmap to turn customer service from a cost center into a driver of loyalty and lifetime value

• Lessons learned from migrating off legacy chatbot infrastructure and launching a new AI agent in weeks

• How to balance automation and empathy to create faster, more human experiences at scale

Check out the incredible speaker line-up to see who will be joining Kiran.

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