By Sarah Butler
Publication Date: 2025-11-21 10:25:00
Asos has turned to online stylists with artificial intelligence to win back customers and reverse a decline in sales.
The online fashion retailer said sales fell 12% in the year to August 31, and City analysts predicted another year of falling sales going forward.
The company is testing “Styled for You,” which uses AI based on its database of 100,000 curated outfits to suggest items that might match those a shopper has already purchased or searched for.
For example, when a shopper signed up for their loyalty program buys a dress, a feed on the Asos website can suggest how the product can be accessorized with a jacket and heels or made more casual with a sweater and sneakers.
The choices offered are selected based on consumer trends across the Asos range, and the shopper’s history and preferences are expressed when logging into the app.
Retailers are using technology to improve the shopping experience and internal processes. Markings &…
