ASOS launches AI Stylist on ChatGPT for instant outfit discovery

Online fashion retailer ASOS has launched an app in AI chatbot ChatGPT, allowing customers to discover fashion products and then complete their purchase on ASOS.com.

The app, available in the UK and US, is called ASOS Stylist and goes beyond today's available AI shopping tools, according to the retailer. While it allows users to discover products through text and static images, the app also adds a more visual dimension by bringing video and livestream content directly into the chat.

For example, when ASOS Stylist responds to a user prompt such as “show me pastel floral A-line dresses for spring”, it searches across ASOS’ brand portfolio and returns a curated edit tailored to the context of the conversation. Shoppers can see products in motion through video, click through for more details, including pricing, and then continue their journey on ASOS.com to complete the purchase.

To achieve this, ASOS partnered with a video commerce platform to transform its product catalogue and video library into structured, machine-readable data that can be processed, retrieved, and returned by large language models (LLMs) in real time as shoppable videos.

The retailer explained that with the new ChatGPT AI Stylist experience, it is extending what has already proven to work on its mobile app, where it launched an AI Stylist a while back. ASOS said it was using the learnings on how users engaged with conversational AI and applied them to the new integration. Its focus now is to capture a new audience that increasingly starts their shopping research on agentic platforms.

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.

"ASOS Stylist brings fashion discovery, styling advice, and shoppable products together in one seamless, conversational experience. It’s an important step in how we’re using AI to reduce friction and enhance the way customers shop with ASOS."

In April, ASOS reported a significant reduction in operating losses for the six months ending 1 March 2026, narrowing them by 52% to £100.9 million, despite a decline in overall revenue.

The results reflect a period of operational restructuring, strategic investment and gradual improvement in customer metrics.