ASOS launches fashion app in ChatGPT

Online retailer ASOS has launched an integrated fashion app in ChatGPT to make shopping and product discovery "faster, easier, and more inspiring for customers, wherever they choose to browse". But this isn't a recommendation engine with static images. ASOS Stylist pushes product images and video content to customers in the UK and US.

Meeting its customers where more than 30 percent now start their online shopping journeys, ASOS teamed up with video commerce platform Bambuster, using its Intelligence Layer capability and video player widget to transform the vast ASOS product catalogue and video library into structured, machine-readable data that can be processed, retrieved, and returned, by LLMs in real time as shoppable videos. 

It means customers can browse individual products or complete looks by category, occasion, or trend, receive styling guidance, and explore pieces from hundreds of brands on ASOS.

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An on-trend innovation for AI-first customer journeys 

ASOS Stylist launches as advances in conversational AI and the availability of AI-first journeys start to fundamentally change CX, from who owns the customer relationship, to how brands acquire customers, grow their customer base, and build loyalty. 

It appears that ASOS has managed to avoid some of the questions around customer relationships and retention. The new Stylist app runs in ChatGPT – rather than being a feature of Instant Checkout – and takes shoppers to the ASOS website to complete purchases.

For example, when ASOS 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 additional product or price details or to see an expanded view. They then click "Shop on ASOS" to "seamlessly continue their journey on ASOS.com" and either explore more or complete the purchase.

ASOS said the experience is designed to be "highly visual, bringing immersive product imagery and video, including livestream content, directly into the chat". 

How ASOS uses chatbots to guide discovery journeys 

The ASOS Stylist app isn't the first time the online retailer has used conversational interfaces to help customers navigate its vast catalog.  

In 2017 it implemented a "gift-guiding" chatbot to aid shoppers looking for Christmas gifts using the previous, rules-based chatbot technology. In 2018, a more advanced bot offered personalized recommendations based on customers' previous interactions. This bot was called Enki and powered by Google, meaning it was available through the Google Assistant, making ASOS one of the first UK fashion retailers to sell through a voice assistant. 

Melissa Lim, head of product for ASOS, said: "Customers are increasingly turning to AI for shopping and style inspiration, but the experience can still feel fragmented and hard to visualize. 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."

Find out more about how conversational AI is changing in
the CX Network report, The new rules of conversational AI 

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