Microsoft has signed a new three-year AI agreement with Asos to support the retailer’s commitment to “operational excellence, efficiency, and data-driven decision-making.”

As an “early technology adopter,” Asos is already utilising AI-powered features from Microsoft’s suite of tools.

As a result, the retailer is leveraging Power Automate for process automation, Teams Premium for automated meeting summaries, notes, actions, and live translations and Microsoft Copilot to enhance productivity.

Asos, Director of Technology Operations Victoria Arden, stated: “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.”

In 2022, Asos signed a five-year agreement to continue using Microsoft Azure as its primary cloud platform, enabling it to leverage Azure’s AI capabilities to power its digital platforms and support its focus on data-driven decision-making, speed, and efficiency.

However, earlier this year, the fashion retailer launched customer testing for its AI Stylist, an experience powered by Azure OpenAI that helps customers discover new looks through an intuitive, conversational interface, developed with early access to Microsoft’s generative AI tools.

Asos Director of AI and Machine Learning, Papinder Dosanjh, said: “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.

“Working with Microsoft, we continue to drive innovation in this area, always aligned to our principles of safe and responsible experimentation and development.”

Microsoft UK, General Manager, Retail and Consumer Goods Industry, laf Akkerman, concluded: “It’s fantastic to further extend our relationship with Asos after many years of collaboration.

“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.”