Oct 11, 2018
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Asos launches on Google Assistant

Oct 11, 2018

Asos is tapping into the voice-activated shopping craze by becoming one of the first fashion retailers in the UK to launch on Google Assistant, it announced on Thursday.


The technology, currently used by an estimated 50% of US consumers, is expected to be worth $40 billion by 2022.

The shopping service, offered via Google Assistant in the UK and US, will allow customers to discover the latest Asos products using just their voice. This is done through a Google Home smart speaker or Google Assistant app, which can link customers with Enki, the Asos shopping guide, with a voice command.

Customers are then shown Asos products from the retailer’s top six menswear and womenswear categories on their smartphones. The online fashion brand will be using customer feedback from the initial launch to explore ways to refine and enhance the experience over the coming months.

“With 85,000 products on site at any one time, and on average 5,000 new items added each week, it’s more important than ever to make it easy for our customers to stay on top of what’s new on Asos. With the launch of Enki on Facebook Messenger and now Google Assistant, we’re exploring ways that conversational commerce can help us make the Asos shopping experience as easy and intuitive as possible,” said Jason Gregory, senior product manager at Asos.

The development builds on the launch of Enki, a fashion bot available on Facebook Messenger, earlier this year.

Features such as Your Edit, recommended brands, Style Match and ‘You Might Also Like’ are all built on machine learning to make it easier for customers to navigate the wide range of products on Asos site.

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