Online fashion retailer ASOS has entered a new three-year collaboration with Microsoft, reinforcing data-driven decision-making.  

The partnership enhances Asos’ use of AI features already integrated into Microsoft solutions, such as process automation, automated meeting summaries and Microsoft Copilot for Microsoft 365 and Copilot for GitHub - implemented by the retailer since early 2023. 

Asos technology operations director 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.” 

This collaboration builds upon Asos’ existing use of Microsoft Azure as its preferred cloud platform, a relationship solidified with a five-year agreement in 2022. 

The retailer also signed a five-year agreement with Microsoft to continue using Azure and AI capabilities to power Asos’ digital platforms and enhancing its focus on speed and efficiency.  

In early 2024 Asos initiated customer trials for its AI Stylist, a tool that leverages Azure OpenAI to offer personalised fashion advice through a conversational interface. 

Microsoft UK retail and consumer goods industry general manager Olaf Akkerman said: “Asos has been an early adopter of AI and is using it in many innovative ways, such as delivering personalised shopping experiences through AI fashion stylists.  

"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."  

In April 2024, Asos reported a narrowed loss before tax of £270m ($360m) for the first half of the fiscal year.