The partnership will see ASOS deploy AI-driven agents to support and enhance its customer experience strategy, as retailers increasingly adopt AI to improve service quality, speed, and consistency across customer interactions.
Sierra, which builds AI agents for customer service operations, has announced a partnership with ASOS. The collaboration will see ASOS deploy AI-driven agents to support and enhance its customer experience strategy.
In an online post, Sierra stated that the partnership reflected the growing momentum among global retailers to utilise AI to enhance service quality, speed, and consistency across customer interactions.
Founded by former Salesforce co-CEO Bret Taylor, Sierra recently closed a $350 million funding round, valuing the company at $10 billion. The investment was led by Greenoaks.
Sierra said its AI agents are already used by hundreds of millions of people worldwide, supporting customer-facing tasks such as retail ordering, home services, financial enquiries, insurance support, and technical troubleshooting across multiple industries.
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