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ASOS customers can now shop using their voice via Google Assistant

Lauretta Roberts
11 October 2018

ASOS has become one of the first fashion retailers in the UK to launch on Google Assistant, meaning customers can now shop its vast array of fashion across popular categories by using only their voice.

Customers in the UK and the US can strike up a conversation with "Enki", the ASOS shopping guide, by saying “Hey Google, Talk To ASOS” to their Google Home smart speaker or Google Assistant app on Android or iOS.

Using the customer's voice or text, Enki will help them quickly discover and shop the latest products across six of ASOS’ top womenswear and menswear categories, viewable on their smartphone.

The move marks ASOS' first step into voice apps, which are becoming increasingly popular, with with one in two US consumers using voice technology today, according to Comscore, and voice shopping expected to be worth $40 billion by 2022.

Enki, the Fashionbot, was launched on ASOS' Facebook Messenger service earlier this year to help customers find relevant products. Features such as Your Edit, recommended brands, Style Match – which enables customers to search using images from the web or captured on their smartphone – and You Might Also Like are all built on machine learning to make it easier for customers to navigate the wide range of products on ASOS’ site.

“With 85,000 products on site at any one time, and on average 5,000 new items added each week, it’s more important than ever to make it easy for our customers to stay on top of what’s new on ASOS. With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the ASOS shopping experience as easy and intuitive as possible," said senior product manager Jason Gregory.

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