Asos has signed a new three-year generative AI (genAI) agreement with Microsoft.

The online fast-fashion brand said the move would enable its staff to experiment with genAI tools.

The company already uses a number of AI-powered features from Microsoft, including process automation; automated meeting summaries , notes, and actions; and live translations.

The retailer has also been using Microsoft Copilot since early 2023 to help its engineering teams produce code.

Asos said the new deal will help drive forward its commitment to “operational excellence, efficiency, and data-driven decision-making."

“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,” said Victoria Arden, director of technology operations, Asos. “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.”

The move comes after Asos signed a five-year agreement with Microsoft in 2022 to continue implementing its Azure cloud platform, using its AI capabilities to power its digital platforms and "support its focus on data-driven decision-making, speed, and efficiency."

Earlier this year, Asos launched customer testing for its AI Stylist: an Azure OpenAI-powered experience that helps customers discover new looks through a conversational interface, built using early access to Microsoft’s genAI tools.

Papinder Dosanjh, director of AI and machine learning, ASOS, 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.”

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