Asos has announced it has upskilled around 100 designers in generative AI (genAI), giving them access to a new tool that can turn their sketches into realistic photos.

The fashion retailer has embedded the technology, created by Fermat, across its design operations.

Using the tool, Asos said its designers can instantly explore different colours, fabrics and variations.

The company added that these tools can help designers communicate their ideas more clearly with suppliers and improve the accuracy in first time samples while reducing waste.

These workflows also free up creative time, with Asos estimating its employees save an average of 75 to 80 per cent across key design processes.

Additionally, Asos said its designers can push ideas further and uncover concepts that may not have been developed before.

“Generative AI is already elevating the way our designers explore trends and develop ideas,” said Nick Eley, head of digital creation at ASOS. “It helps us reach stronger concepts faster, so we can create the best possible product and deliver it to customers at the right moment.”

Last month, Asos announced the introduction of a transparency tool that shows UK customers their personal return rate and clarifies when charges apply.

The app will display each customer’s return rate, flag when behaviour is approaching chargeable thresholds, and provide guidance designed to help people avoid fees.

Asos said the transparency element is intended to reduce surprises at the point of refund and give shoppers more control over their purchasing choices.

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