Asos has signed a new three-year AI deal with Microsoft as it pushes forward with its “commitment to operational excellence, efficiency, and data-driven decision-making”.
Calling itself an “early technology adopter”, the online fashion giant is already harnessing AI-powered features within Microsoft’s suite of tools.
Asos is currently leveraging Power Automate for process automation, Teams Premium for automated meeting summaries, notes, actions, and live translations, and Microsoft Copilot to boost productivity.
Director of technology operations Victoria Arden said: “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.”
“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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The new deal marks the latest step in the group’s ongoing collaboration with Microsoft.
In 2022, Asos signed 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 data-driven decision-making, speed, and efficiency.
While earlier this year, the business launched customer testing for its AI Stylist: an Azure OpenAI-powered experience helping customers discover new looks through an easy-to-use, conversational interface, built using early access to Microsoft’s generative AI tools.
The retailer’s director of AI and machine learning Papinder Dosanjh 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.”
Microsoft UK general manager, retail and consumer goods industry Olaf Akkerman said: ” 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.”
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