Azure AI prompt flow

ASOS uses Azure AI Foundry to surprise and delight young fashion lovers

UK fashion retailer ASOS used Azure OpenAI Service and Azure AI prompt flow (part of Azure AI Foundry) with ChatGPT language models to build a conversational, AI-powered shopping experience that curates fashion recommendations based on customer preferences and trend data. The team built a working prototype in a few weeks, tested it with 150 internal users plus a sample of real customers with zero safety or security red flags, and verified the absence of jailbreaks during that initial testing; ASOS is confident that Azure AI Content Safety, built into Azure AI Foundry, will play a key role in assuring responsible, top-quality interactions as it moves toward wider customer testing.