ASOS is rolling out an artificial intelligence (AI) sizing tool across its global websites and mobile apps.

The online fashion giant’s in-app Fit Assistant feature uses machine learning powered by Fit Analytics technology to provide bespoke sizing recommendations for customers on its product pages.

The tool provides a personalised sizing suggestions based on the data collected about the customer’s previous purchases and returns, as well as an optional customer survey of three questions based on height, weight and fit preference.

The roll-out of Fit Assistant across ASOS’s 200 markets follows the company’s experimentation with machine learning to optimise the You Edit, Style Match and You Might Also Like carousels which appear at the foot of product pages.

The move comes after ASOS became one of the first UK fashion retailers to launch voice shopping via Google’s Assistant device, as an extension of its fashionbot service Enki which launched on Facebook Messenger earlier this year.

Andy Berks, digital product director at ASOS, said: “We can now offer personalised size recommendations across ASOS collections, exclusive labels and fashion favourites."

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