ASOS has launched a new stylist app in ChatGPT as it looks to make fashion discovery more visual, conversational and personalised for shoppers.
The online fashion retailer has rolled out ASOS Stylist for customers in the UK and US, allowing users to discover ASOS products directly in ChatGPT before completing purchases on ASOS.com.
Built using video commerce platform Bambuser, the app enables shoppers to browse products and complete outfits by category, occasion or trend, while receiving styling advice and recommendations from across ASOS’ own brands and partner labels.
ASOS said the launch marks a move beyond AI shopping tools that are largely limited to text and static imagery, with the new experience designed to bring product video and livestream content directly into the chat.
The retailer said customers could ask for specific edits, such as “pastel floral A-line dresses for spring”, with ASOS Stylist searching across its brand portfolio and returning a curated selection based on the context of the conversation.
Products can be viewed in motion through video, expanded to show details including pricing, and clicked through to ASOS.com to complete the purchase.
The launch builds on ASOS’ existing AI Stylist within its mobile app, which the retailer said had given it a stronger understanding of how customers use conversational AI to discover and shop fashion.
ASOS said it had used those learnings to create a new AI Stylist experience within ChatGPT, as more shoppers begin their product research on agentic platforms.
ASOS head of product Melissa Lim said customers were increasingly turning to AI for shopping and style inspiration, but that the experience could still feel “fragmented and hard to visualise”.
“ASOS Stylist brings fashion discovery, styling advice, and shoppable products together in one seamless, conversational experience,” she said.
“It’s an important step in how we’re using AI to reduce friction and enhance the way customers shop with ASOS.”
Bambuser vice president of product and innovation Kristina Brjazgunova said the partnership combined ASOS’ video content library 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,” she said.
Bambuser’s Intelligence Layer converts ASOS’ product catalogue and video library into structured, machine-readable data that can be processed and returned by large language models in real time as shoppable videos.
ASOS, which was founded in 2000, has 17m active customers across more than 150 markets. Its own-brand portfolio includes ASOS Design, Arrange, Collusion, Topshop and Topman.
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