Fashion retailer ASOS has launched ASOS Stylist an AI-powered shopping experience inside ChatGPT.
Built using video commerce platform Bambuser, the new app allows customers in the UK and US to discover products directly within ChatGPT before continuing through to ASOS.com to browse and purchase.
ASOS said the experience goes beyond many of today’s AI shopping tools, which are still largely limited to text and static imagery.
The launch forms part of the retailer’s wider ambition to make fashion discovery “faster, easier, and more inspiring for customers, wherever they choose to browse”.
ASOS is using Bambuser’s Intelligence Layer capability and video player widget to transform its product catalogue and video library into “structured, machine-readable data” that can be processed and surfaced by large language models in real time as shoppable video content.
The result is a more visual and conversational shopping experience, allowing users to browse products and complete looks by category, occasion or trend, receive styling guidance and explore pieces from hundreds of brands available on ASOS.
For example, prompts such as “show me pastel floral A-line dresses for spring” generate curated recommendations pulled from across ASOS’ product catalogue, alongside immersive video content, livestream footage and direct shopping links.
Customers can then click through for more information before continuing their purchase journey on ASOS.com.
The experience is designed to be highly visual, “bringing immersive product imagery and video, including livestream content, directly into the chat”.
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.”
The retailer already offers an AI Stylist feature within its mobile app, giving the business what it describes as “a strong understanding of how customers use conversational AI to discover and shop fashion”.
ASOS said it has applied those learnings to build a new AI Stylist experience with ChatGPT, “extending what already works into a new platform, capturing a new audience that increasingly starts their shopping research on agentic platforms, and guiding them back to discover and transact on ASOS.com”.
Kristina Brjazgunova, Vice President of Product & Innovation at Bambuser, added:
“We are proud to partner with ASOS for this launch in ChatGPT, where we are combining one of the richest video content libraries in fashion with Bambuser’s Intelligence Layer and shoppable video player.
Together, we’re setting the standard for how brands can activate video and AI content analysis inside answer engines like ChatGPT to engage the next generation of shoppers.”
