21 MARKETWATCH ASOS to expand its AI capabilities with Microsoft Global fashion retailer ASOS has signed a new three-year agreement with Microsoft to advance its use of AI across various operations. The partnership will expand ASOS’s use of Microsoft AI tools such as Power Automate for process automation, Teams Premium for automated meeting management and Microsoft Copilot for efficient coding with Microsoft 365 and GitHub. “A core part of our business strategy is driving operational excellence within ASOS: making sure we’re as fast, efficient and effective as we can be, and investing our time and resources in the projects that matter,” said Victoria Arden, director of technology operations at ASOS. “Under this new agreement, we’re helping ASOSers safely experiment with generative AI tools that can remove ‘busy work’ from their day, freeing them up to unlock greater creativity and insights and focus on delighting our customers.” ASOS, which uses Microsoft Azure as its preferred cloud platform, launched its AI Stylist in 2024. The Azure OpenAIpowered feature helps customers discover new fashions and outfits through a conversational interface. Microsoft AI helps to authenticate Italian products Microsoft is working with the Poligrafico e Zecca dello Stato Italiano (the Italian State Printing Institute and Mint) to develop a virtual assistant able to verify the authenticity of Italian products. The generative AI chatbot is built on Microsoft Azure OpenAI and has access to the institute’s proprietary models to scan and analyse products for Consorzio di Tutela della DOC Prosecco (the Consortium for the Protection of the Prosecco DOC). The tool will be able to verify the authenticity of labels through a photo of the state seal. It will also scan the label to provide detailed information on the product’s origin, characteristics and recommended pairings. Microsoft and the institute hope to replicate the tool to authenticate all Made in Italy products in the future. Photo: JProsecco DOC Photo: Unsplash/Surface
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