ASOS strengthens AI capabilities, signs a new deal with Microsoft

ASOS has deepened its collaboration with Microsoft by signing a new three-year deal to extend its use of AI technologies. The partnership, aimed at enhancing both customer experiences and internal operations, will see the introduction of AI tools designed to save time and allow employees to focus on more creative and strategic tasks. The online retailer’s director of technology operations, Victoria Arden, emphasised the importance of this move in driving operational excellence.

Since early 2023, ASOS has been utilising Microsoft’s Copilot tools, including those for Microsoft 365 and GitHub, to improve the efficiency of its engineering and HR teams. The HR team, for instance, has used Copilot to analyse employee engagement surveys, while other departments have explored AI-powered insights through tools like Power BI. The partnership highlights ASOS’s commitment to adopting cutting-edge technologies to enhance its data-driven decision-making processes.

ASOS has been actively piloting AI solutions to improve various aspects of its business. A recent example is the use of Copilot in Power BI to summarise performance data, aiding the company in making informed decisions. The retailer’s AI Stylist, powered by Microsoft’s Azure OpenAI, also represents a key innovation, helping customers discover new fashion trends through a conversational interface.

The collaboration between ASOS and Microsoft is built on a strong foundation established in 2022 when ASOS chose Microsoft Azure as its preferred cloud platform. However, this extended partnership reflects ASOS’s dedication to innovation through safe and responsible experimentation, aiming to continue delivering personalised, data-driven services to its global customer base.