E-commerce giant Asos is launching a new shopping app in ChatGPT. The app combines conversational AI, fashion inspiration and shoppable video content for customers in the UK and US.
Asos Stylist, developed in collaboration with video commerce platform Bambuser, allows users to search for products, view trends and receive styling advice directly via ChatGPT. The purchase is then completed on Asos’ e-commerce platform.
According to the e-tailer, the platform uses Bambuser’s Intelligence Layer technology to convert Asos’ product catalog and video library into machine-readable data. Language models can process this data in real time. The experience includes video content, livestream images and interactive shopping experiences.
Customers can search by category, trend or occasion with prompts such as: “show me pastel floral A-line dresses for spring”. The app responds with a selection of products and style suggestions.
In a statement, Melissa Lim, product director at Asos, said: “Customers are increasingly using AI for shopping and style inspiration, but the experience can still be fragmented and difficult to visualize. Asos Stylist brings together fashion inspiration, styling advice and shoppable products in one seamless, conversational experience.”
Kristina Brjazgunova, vice president of product and innovation at Bambuser, added that the partnership “sets the standard” for how brands integrate AI and video commerce into platforms like ChatGPT.
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