Fast fashion retailer, ASOS, has partnered with video commerce platform, Bambuser, to launch ASOS Stylist, a new AI-powered experience on ChatGPT which offers immersive fashion discovery to customers.

Part of ASOS’ ambition to make discovery faster, easier and more inspiring wherever shoppers browse, the experience helps customers find and explore ASOS products directly in ChatGPT via shoppable video content.

Moving away from static or image-led discovery, the Bambuser solution turns ASOS’ product catalogue and video library into structured, machine-readable data that can be processed, retrieved and returned by LLMs as shoppable videos. This allows customers to browse individual products or complete looks by category, occasion or trend, as well as receiving styling guidance.   

Search prompts in ASOS Stylist instantly search across the retailer’s brand portfolio, returning curated edits tailored to the customer’s search context. Shoppers can then click through for more details to continue their buying journey on ASOS.com and complete their purchase.

“Customers are increasingly turning to AI for shopping and style inspiration, but the experience can still feel fragmented and hard to visualise,” said Melissa Lim, Head of Product at ASOS.

“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.”

Kristina Brjazgunova, VP of Product & Innovation at Bambuser said the move would evolve “how brands can activate video and AI content analysis inside answer engines like ChatGPT to engage the next generation of shoppers.”