How Fashion Brands Are Experimenting With Google Technology(Glossy)

photo by Asos

The article first appeared on the Glossy.

With its openness to license out its software to fashion brands and the wealth of partnerships that have sprung up around Google’s voice assistant and smartwatch platforms, fashion brands looking to improve their tech offerings have much more room to experiment through Google than other brands with voice assistants or smartwatches.

Earlier this month, British fast-fashion powerhouse Asos debuted the launch of its voice shopping assistant, Enki, through Google Assistant, Google’s answer to Siri. This provided an opportunity for Asos to bring its voice assistant, which it had debuted through Facebook as a chatbot last year, to more customers.

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