LeadershipNews

ASOS Hires Nick Goodchild to Lead AI and Creative Studios

The fashion retailer is putting experienced studio leadership behind its push for more personalized content and AI-assisted creative production.

Published: Oct 20, 2026 9:19 AM

By Ifrah Nadeem

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ASOS Hires Nick Goodchild to Lead AI and Creative Studios

Image: ASOS.com.

ASOS has named Nick Goodchild AI & Creative Studios Director, giving its AI content programme a leader whose background spans fashion studios and brand transformation.

Goodchild will lead AI Studios, a cross-functional programme designed to complement the retailer’s existing creative expertise. His remit includes applying AI to content production and developing richer, more personalized shopping experiences, ASOS said in its October 20 announcement.

He joins from PVH after eight years at Tommy Hilfiger, where he most recently served as vice president of Brand Transformation and Studio and led the brand’s global AI taskforce. He brings more than 20 years of studio experience.

Vanessa Spence, ASOS executive vice president, Creative, described the objective as strengthening the “speed, scale and impact” of the team’s work. Goodchild said AI could provide new tools and enable smarter ways of working.

The role connects creative production with the content customers use to discover products and assemble outfits. It gives the AI programme an experienced studio lead while retaining the existing creative team’s expertise as part of the workflow.

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ASOS Hires Nick Goodchild to Lead AI and Creative Studios

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