In a strategic move to bolster its technological capabilities, fashion retail powerhouse Asos has entered into a new three-year agreement with Microsoft, further embedding AI into its operations.
Asos has been leveraging Microsoft’s suite of AI solutions to streamline its processes. These include automating workflows with Power Automate, enhancing communication through automated summaries, notes, actions, and real-time translations with Teams Premium, and utilizing Microsoft Copilot tools such as Copilot for Microsoft 365 and GitHub.
Victoria Arden, Asos’ Director of Technology Operations, highlighted the company’s commitment to operational excellence: “A core part of our business strategy is driving operational excellence within Asos—ensuring we are as swift, efficient, and effective as possible, and investing in projects that make a significant impact.”
Under the new agreement, Asos aims to empower its team to explore generative AI technologies, reducing repetitive tasks and fostering greater creativity and innovation to better serve its customers.
This new deal builds on Asos’s existing relationship with Microsoft, established in 2022 when the retailer signed a five-year contract to use Microsoft Azure as its primary cloud platform. Asos harnesses Azure’s AI capabilities to drive its digital initiatives, enhancing speed, efficiency, and data-driven decision-making.
Earlier this year, Asos launched a customer trial of its AI Stylist—a feature powered by Azure OpenAI that provides personalized fashion recommendations through an interactive conversational interface. This initiative, built using Microsoft’s cutting-edge generative AI tools, is designed to reflect the Asos brand’s unique voice and style.
Papinder Dosanjh, Director of AI and Machine Learning at Asos, remarked on the transformative impact of AI: “AI and machine learning are revolutionizing our operations, from improving demand forecasting and data-driven decision-making to powering our recommendation system, which delivers billions of product suggestions daily.”
Microsoft’s Olaf Akkerman, General Manager for Retail and Consumer Goods Industry in the UK, praised the extended partnership: “It’s exciting to deepen our collaboration with Asos after many years. Asos has been at the forefront of AI adoption, employing it in innovative ways, such as personalized shopping experiences through AI fashion stylists. This renewed partnership will significantly boost productivity, enabling Asos employees to concentrate on new, data-driven strategies for enhancing customer service.”
Related topics:
Why Hasn’t Sora Been Released Yet?