UK Fashion E-commerce Platform ASOS Launches Video-Enabled Smart Shopping Service on ChatGPT

According to foreign media reports, UK fashion e-commerce platform ASOS has launched the ASOS Stylist application integrated within ChatGPT, now available to users in the UK and the US. Users can search for products from the ASOS platform directly within ChatGPT via this app and be redirected to the ASOS official website to complete their purchases.

It is reported that this application differentiates itself from most current AI shopping tools that primarily support text and static images by introducing a video content module. Leveraging Bambuser's intelligent layer capabilities and video player components, it transforms ASOS's product catalog and video library into structured data that large language models can process in real-time, outputting video content where products can be directly selected.

Users can browse individual items or complete outfits by category, usage scenario, or fashion trend, receive styling suggestions, and explore products from hundreds of brands on the ASOS platform. After inputting corresponding demand instructions, the app instantly searches ASOS's brand matrix and returns product selection results that fit the conversational context. Users can view the dynamic effects of products through videos, click for more details, and be directly redirected to the official website to complete the subsequent shopping process. The entire experience integrates static product images, videos, and even live-streaming content. Users can click on a product to view pricing and other information, and click on the redirect link to continue the shopping journey.

The ASOS mobile app previously launched an AI stylist function. The development of this ChatGPT application is based on iterative improvements using data from the original feature's user interactions, aiming to reach more users who initiate shopping research on intelligent interactive platforms and guide them to the ASOS official website for browsing and transactions.

ASOS Product Director Melissa Lim stated in a public announcement that while an increasing number of users are turning to AI for shopping and styling inspiration, the related experiences often remain fragmented and lack visual richness. ASOS Stylist integrates fashion discovery, styling advice, and purchasable products into a single conversational context, representing a significant step for ASOS in leveraging AI to reduce friction in the consumer journey and optimize the user shopping experience.