Artificial Intelligence (AI) plays a vital role for online retailers, and according to Andy Berks, digital product director at Asos, technology is the essential tool for the brand to give decent customer services, therefore, catering to increasingly digitally driven consumers (McDonald, 2018).
With new invention such as virtual mirror now, many retailers start using technology to add value of the online brand, which could be the next good feasible feature for Asos in the near future.
For keeping the key strategy related to the advanced of Artificial Intelligence, Asos recently launches shopping service on Google Assistant and FIT assistant to improve the User Experience (UX) that is one of the major considerations to keep the online business running smoothly. Through Google Assistant, the customer could directly access and shop at asos.com by voice command, it is exactly seems like living the future. The FIT Assistant feature will guide the customer even better by automatically find and match the right fit and feel more personalised.
This feature could also potentially minimise the return product and help the customer to shop accurately and more efficient as well, which lead to better customer loyalty because the customer comfort to online shopping is essentially about usability and ease by creating the leading-edge features.