Asos launches stylist app in ChatGPT

Asos Stylist, built using video commerce platform Bambuser, allows shoppers to browse products or complete looks, receive styling advice and explore pieces from hundreds of brands through the agentic platform.

The app uses Bambuser’s Intelligence Layer capability and video player widget to transform the online retailer’s product category and video library into structured, machine-readable data that can be processed by large language models (LLMs) in real time as shoppable videos.

For example, when Asos Stylist responds to a prompt such as “show me polka dot bikinis for summer” it searches across the retailer’s brand portfolio and returns a curated edit tailored to the context of the conversation.

Customers can see products in motion through video, click through for more details such as pricing, and continue their journey on Asos’ website to explore and complete their purchase.

Asos head of product Melissa Lim 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.”

Bambuser vice president of product and innovation Kristina Brjazgunova 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.”