ASOS has launched an AI-powered shopping experience called ASOS Stylist in the UK and US on Wednesday, allowing ChatGPT users to discover clothing through conversational prompts, video content and livestreams before completing purchases on ASOS.com, as the online retailer seeks to capture consumers increasingly using AI platforms for product searches.

The new tool integrates ASOS’ product catalogue and video library directly into ChatGPT through technology developed with Swedish video commerce platform Bambuser. Customers can search for products using prompts such as “pastel floral A-line dresses for spring” and receive curated recommendations drawn from ASOS’ own labels and partner brands.

According to ASOS, the service expands on existing AI shopping tools that largely rely on text and static images by embedding shoppable video content into the chat interface. Users can view clothing in motion, access pricing information and move directly to ASOS.com to complete purchases.

Melissa Lim, head of product at ASOS, said: “Customers are increasingly turning to AI for shopping and style inspiration, but the experience can still feel fragmented and hard to visualise.”

Lim added that ASOS Stylist combined “fashion discovery, styling advice, and shoppable products together in one seamless, conversational experience” and described the launch as part of the retailer’s efforts to “reduce friction and enhance the way customers shop with ASOS”.

The launch builds on an AI Stylist feature already available within the ASOS mobile app, which the retailer said had provided insight into how shoppers engage with conversational AI when browsing fashion products. ASOS said it had adapted those learnings for ChatGPT to reach consumers beginning their shopping journeys on so-called agentic AI platforms.

Bambuser’s technology converts ASOS’ catalogue and video assets into machine-readable data that can be processed by large language models in real time and returned as interactive shopping results. Kristina Brjazgunova, vice president of product and innovation at Bambuser, said the partnership was “setting the standard for how brands can activate video and AI content analysis inside answer engines like ChatGPT to engage the next generation of shoppers”.

The launch comes weeks after ASOS reported a 52 per cent reduction in operating losses to £100.9 million for the six months to 1 March 2026, despite declining revenues, according to TheIndustry.fashion. The retailer said the results reflected restructuring efforts and strategic investment designed to improve customer performance metrics.

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