The rise of the agentic shopper: ASOS's bet on AI

By McKinsey & Company.

McKinsey has published an interview with the chief technology officer (CTO) of ASOS, the British online fashion giant, focused on how agentic AI is redefining the relationship between consumers and retail brands. According to the email itself, ASOS's CTO describes agentic AI as 'a structural shift' in the way consumers interact with brands, positioning the technology not as an incremental improvement but as a fundamental transformation of the sector.

The content is presented by Danielle Bozarth, global leader of McKinsey's Retail practice, underscoring the consultancy's interest in positioning agentic AI as a top strategic topic for retail in 2026.

In parallel, McKinsey has announced a webinar for July 13, 2026 at 12:00 pm ET titled 'Shopping in the age of AI: Redefining stores for a new era', hosted by Senior Partners Colleen Baum and Tom Kilroy. The event will explore how AI is transforming the way consumers discover, evaluate and buy products, and what this means for the future of physical retail.

Note: the body of the email is a very brief promotional presentation of the article; the detailed content of the interview with ASOS's CTO is not reproduced in the email and must be accessed directly on McKinsey's platform.