Destination inspiration or desperation? ASOS CEO Calamonte sets out the troubled e-commerce vendor's AI stall

UK e-commerce firm ASOS has turned in another poor set of quarterly numbers, with sales down 12% year-on-year. What’s to be done? Well, it’s 2025 - so, as a dedicated follower of fashion, you send for the AI, of course, that’ll fix it!

In this case, ASOS is looking to AI stylists to get it back into fashion, in the form of Styled By You, a database of 100,000 curated outfits from which a bot recommends the best option for shoppers. It can then go on to try upselling additional items - a pair of shoes, a new handbag to go with that etc.

CEO José Antonio Ramos Calamonte explains:

Consumers don't buy one thing isolated. They want to buy a dress, but they want to understand how to wear this dress, which are the right shoes, which one is the right bag, which one is the ...