UK-based online fashion retailer ASOS has launched a new Fit Assistant tool, which uses machine learning to provide sizing recommendations for customers based on previous purchases and returns.

The tool, which is available globally on-app and on the company’s website, is powered by Fit Analytics and aims to help consumers find the right size, first time.

While its responses are based on previous purchases and returns, if the customer chooses to answer three questions about their height, weight and fit preference, a more accurate result will be displayed.

“We want to do all we can to make sure our customers are getting the right size, first time. This is where Asos Fit Assistant comes in – we can now offer personalised size recommendations across Asos collections, exclusive labels and fashion favourites,” says Andy Berks, digital product director at Asos. “Ultimately, we’re here to make our customer’s lives easier, giving them the confidence to shop with us and minimising the risk of disappointment when their Asos parcel arrives.”

The company has been experimenting with machine learning tools for some time. Your Edit, Style Match and the ‘You Might Also Like’ carousel on product pages, are all examples of native Asos tools that use machine learning to improve the customer experience.

The fashion retailer recently became one of the first fashion retailers in the UK to launch on Google Assistant, meaning customers can discover the latest of the company’s products across popular categories using just their voice.