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Title
ASOS uses Azure AI Foundry to surprise and delight young fashion lovers
…nts Licensing Microsoft Learn Microsoft Research View Sitemap February 05, 2024 ASOS uses Azure AI Foundry to surprise and delight young fashion lovers /h1> "> ASOS uses Azure AI Foundry to surprise and delight young fashion lovers…
Description
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.
…y infrastructure, and meet the modern tech expectations of its young customers. ASOS used Azure OpenAI Service and Azure AI prompt flow with ChatGPT language models to rapidly develop and test an Azure OpenAI-powered customer experience that helps customers discover new looks. READ THE STORY “Our customers come to us for great fashion. Having a conversati…
…itfalls of a deeply conversational, customer-facing feature.” Dzogang concurs. “We tested with 150 internal users, plus a sampling of real customers, and got zero red flags in terms of safety and security for our customers or for our brand. This gave us the confidence that we could proceed to scale up.” He adds that ne…
…ality and embracing responsible AI to reduce cultural biases in search results. ASOS successfully accounted for this concern by verifying the absence of malicious AI “jailbreaks” during initial testing. Based on this success, ASOS is confident that using the responsible AI principl…
…nce of malicious AI “jailbreaks” during initial testing. Based on this success, ASOS is confident that using the responsible AI principles and practices provided by Azure AI Content Safety built into Azure AI Foundry will play a key role in assuring top-quality interactions and output with the natural language experience that are consistent with the company’s high ethical standards. “Responsible AI was actually the starting point for our decision to use prompt…
Company
ASOS
…er Dosanjh, Head of Data Science & Machine Learning, ASOS Discover more details CUSTOMER ASOS PRODUCTS Azure AI and Machine Learning Azure AI Studio ORGANIZATION SIZE 1,000-…
Country
United Kingdom
…AI and Machine Learning Azure AI Studio ORGANIZATION SIZE 1,000-9,999 employees COUNTRY United Kingdom BUSINESS NEED Artificial Intelligence INDUSTRY Retailers Share the story Explor…
Region
United Kingdom
…AI and Machine Learning Azure AI Studio ORGANIZATION SIZE 1,000-9,999 employees COUNTRY United Kingdom BUSINESS NEED Artificial Intelligence INDUSTRY Retailers Share the story Explor…
Industry
Retail
…00-9,999 employees COUNTRY United Kingdom BUSINESS NEED Artificial Intelligence INDUSTRY Retailers Share the story Explore related stories /h2> "> Explore related stories Stories…
Problem
With the recent prevalence of generative AI platforms like ChatGPT, ASOS recognized a triple opportunity to expand its business model, enrich its technology infrastructure, and meet the modern tech expectations of its young customers. “Our customers can use search, visual search, and browsing to find our products, but we wanted to try something that was conversational,” says Cliff Cohen, Chief Technology Officer at ASOS.
…puting capabilities and a vast recommendations engine built on Microsoft Azure. With the recent prevalence of generative AI platforms like ChatGPT, ASOS recognized a triple opportunity to expand its business model, enrich its technology infrastructure, and meet the modern tech expectations of its young customers. ASOS used Azure OpenAI Service and Azure AI prompt flow with ChatGPT language m…
…lding a natural language experience using Azure OpenAI and Azure AI prompt flow “Our customers can use search, visual search, and browsing to find our products, but we wanted to try something that was conversational,” says Cliff Cohen, Chief Technology Officer at ASOS. “We’ve worked closely with Microsoft in the past and we’ve been early adopters…
Solution
The company chose to use Microsoft Azure OpenAI Service and Azure AI prompt flow to build an AI-powered experience that customers could interact with as soon as they arrive on the ASOS website or app. ASOS saw the chance to use Azure AI to handle ChatGPT language models at scale. The ASOS team used prompt flow, part of Azure AI Foundry, to explore language model-powered generative AI options and accelerate secure development of the solution, using Azure OpenAI Service models and prompt flow to communicate and orchestrate workflows between various services using internal authentication APIs. Empowered by these Azure services, ASOS built a prototype in just a few weeks that engages customers to learn about their preferences, brings in trend data from external sources and ASOS's own designers and trendsetters, and helps shoppers quickly find relevant purchase options.
…al language processing to develop a new kind of experience to engage shoppers.” The company chose to use Microsoft Azure OpenAI Service and Azure AI prompt flow to build an AI-powered experience that customers could interact with as soon as they arrive on the ASOS website or app. A core objective for ASOS was to create an AI-powered experience that could cur…
…sential for accruing knowledge about the latest industry trends as they emerge. The ASOS team used prompt flow, part of Azure AI Foundry and available in private preview at the time, to explore language model-powered generative AI options and accelerate secure development of the solution. “Prompt flow helped streamline our development and testing cycles, which establ…
…ate workflows between various services using our internal authentication APIs.” Empowered by these Azure services, ASOS built a prototype in just a few weeks. ASOS’s experience engages with customers to learn about their preferences, brin…
…Empowered by these Azure services, ASOS built a prototype in just a few weeks. ASOS’s experience engages with customers to learn about their preferences, brings in trend data from external sources and ASOS own designers and trendsetters, and helps shoppers quickly find relevant purchase options across the company’s catalog. To date, ASOS has developed its early prototype into a proof of concept that’s…
Business value
ASOS tested the prototype with 150 internal users plus a sampling of real customers and recorded zero red flags in terms of safety and security, giving the team confidence to proceed toward scaling the experience. He adds that new AI-powered experience surprised and thrilled users with genuine shopping insights, personalized conversations, naturalism, and even humor that enlivened the shopping journey. ASOS has since developed the early prototype into a proof of concept and is performing final tests for scalability before making the features more widely available.
…itfalls of a deeply conversational, customer-facing feature.” Dzogang concurs. “We tested with 150 internal users, plus a sampling of real customers, and got zero red flags in terms of safety and security for our customers or for our brand. This gave us the confidence that we could proceed to scale up.” He adds that ne…
…for our brand. This gave us the confidence that we could proceed to scale up.” He adds that new AI-powered experience surprised and thrilled users with genuine shopping insights, personalized conversations, naturalism, and even humor that enlivened the shopping journey. Bringing ideas to life with modern AI apps and workflows The next step for ASOS…
…s shoppers quickly find relevant purchase options across the company’s catalog. To date, ASOS has developed its early prototype into a proof of concept that’s ready to test with actual customers. “Our customers come to us for great fashion,” says Cohen. “Having a conversatio…
…ited number of users. Confident in the stability of the AI features they built, the ASOS team is currently performing final tests for scalability before making the features more widely available. Once launched, the AI-powered natural language experience will fit into ASOS’s…
Technology
Azure OpenAI Service, Azure AI prompt flow, Azure AI Foundry, Azure AI Content Safety
…y infrastructure, and meet the modern tech expectations of its young customers. ASOS used Azure OpenAI Service and Azure AI prompt flow with ChatGPT language models to rapidly develop and test an Azure OpenAI-powered customer experience that helps customers discover new looks. READ THE STORY “Our customers come to us for great fashion. Having a conversati…
…is confident that using the responsible AI principles and practices provided by Azure AI Content Safety built into Azure AI Foundry will play a key role in assuring top-quality interactions and output with the n…
Deployment model
cloud
…al language processing to develop a new kind of experience to engage shoppers.” The company chose to use Microsoft Azure OpenAI Service and Azure AI prompt flow to build an AI-powered experience that customers could interact with as soon as they arrive on the ASOS website o…
Deployment options
cloud
…al language processing to develop a new kind of experience to engage shoppers.” The company chose to use Microsoft Azure OpenAI Service and Azure AI prompt flow to build an AI-powered experience that customers could interact with as soon as they arrive on the ASOS website o…
AI capabilities
Generative AI, Conversational AI
…puting capabilities and a vast recommendations engine built on Microsoft Azure. With the recent prevalence of generative AI platforms like ChatGPT, ASOS recognized a triple opportunity to expand its business model, enrich its technology infrastructure, and meet th…
…customers can use search, visual search, and browsing to find our products, but we wanted to try something that was conversational,” says Cliff Cohen, Chief Technology Officer at ASOS. “We’ve worked closely wit…
