Asos might still be reeling from the recent hack attack but the online fashion group is trying to “keep calm and carry on” with the appointment of a senior executive to bolster its AI strategy.
Nick Goodchild joins the business as its first AI and creative studios director from PVH, where he spent the past eight years at Tommy Hilfiger, most recently as vice president of brand transformation and studio, leading the brand’s global AI taskforce and helping to explore how emerging technology could support creative and studio operations.
Prior to that, Goodchild was senior creative manager at Amazon Fashion for just over three years and spent nearly eight years agency side, helping to build and then sell digital content shop Hungry Tiger to Seventy7. He was ultimately appointed managing director of the group to steer the agency through the change of ownership.
At Asos, Goodchild will be the inaugural leader of AI Studios, a cross-functional programme exploring how AI can complement existing studio expertise to create richer, more personalised shopping experiences.
His role will also include implementing the use of AI across creative content production, with the aim of enabling the online retailer to create “inspiring and engaging content” for customers.
The company recently strengthened its relationship with Microsoft to boost its use of generative AI tools, in a move designed to free up staff “to unlock greater creativity and insights” for its customers.
Asos executive vice president of creative Vanessa Spence said: “Nick brings a rare combination of creative leadership, studio expertise and practical experience of using AI to transform content production.
“As we continue to strengthen our Stylist proposition and bring our personalised fashion offer to life, his perspective will be invaluable in helping us unlock new creative possibilities while strengthening the speed, scale and impact of our work.
Goodchild added: “Asos has always stood out for our creative energy and ability to connect with fashion lovers in a relevant and engaging way.
“I’m excited to join the team and explore how AI can enhance that creativity, giving the team new tools, enabling smarter ways of working and helping us create even more inspiring content for our customers.”
The cyber-attack began on October 6 when hackers tricked an employee into handing over login credentials and used the company’s own app to send a push notification ransom note to millions of users.
Asos has confirmed that customer’s personal data – including names, addresses, phone numbers, email addresses, customer numbers, dates of birth, and site search terms – has been stolen, although it insists that bank details and passwords remain safe.
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