Asos appoints Tommy Hilfiger’s Nick Goodchild as AI and creative studios director

Nick Goodchild, former vice president of global brand transformation at Tommy Hilfiger, has joined Asos as the British retailer’s new AI and creative studios director. According to the announcement sent to press on Tuesday, Goodchild will integrate AI into content production at scale.

“Nick brings a rare combination of creative leadership, studio expertise and practical experience of using AI to transform content production,” Vanessa Spence, executive vice president of creative at Asos, said in a statement. “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 will also lead Asos’ AI Studios, described as a cross-functional programme exploring how AI can complement existing studio expertise to create richer, more personalised shopping experiences.

“Asos has always stood out for its creative energy and its 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,” Goodchild said.

Goodchild spent eight years at Tommy Hilfiger, where he led the brand’s global AI taskforce.