Asos hires AI creative chief to transform content

Wed, 21 Oct 2026 03:02:26 +0000

Asos has appointed Nick Goodchild, formerly vice president of global brand transformation at Tommy Hilfiger, as its new director of AI and creative studios. The move signals the British online fashion retailer’s intent to embed artificial intelligence into content creation at scale, while preserving the creative energy that has long defined its brand.

Goodchild will be tasked with integrating AI into Asos’s content production workflows, aiming to boost both the speed and the volume of output without sacrificing quality. He will also lead Asos’s AI Studios, a cross-functional programme designed to explore how AI can complement existing studio expertise and deliver richer, more personalised shopping experiences for customers.

Content Production on Marianne Caroline

Asos hires AI creative chief to transform content