Comment on Asos signs three-year AI deal with Microsoft by Steve Sidkin

Meanwhile Asos has introduced an AI chatbot for shoppers to haggle prices. Fashion businesses pursuing this path will need to update their privacy policies and ensure that all is ok with their registration with the ICO. In time use of an AI chatbot may also lead to the government declaring such use to be a prohibited practice under the new Digital Markets, Competition and Consumers Act. But until then what value RRPs and the possibility that consumers group together to challenge the AI chatbot?