Ralph Lauren has unveiled Ask Ralph, an AI-driven conversational shopping experience designed to provide customers with personalised outfit recommendations.
The tool generates multiple shoppable visual laydowns of complete looks, tailored to a user’s prompts, from available inventory across the Men’s and Women’s Polo Ralph Lauren collections. The feature begins rolling out this week to iPhone and Android app users in the United States.
Developed in partnership with Microsoft, Ask Ralph is powered by the Azure OpenAI platform and employs conversational AI technology and natural language processing to interpret open-ended prompts and provide customised styling suggestions, closely mirroring the experience of speaking to an in-store stylist.
David Lauren, Chief Branding and Innovation Officer at Ralph Lauren Corporation, said the launch represented a continuation of the brand’s long-standing collaboration with Microsoft. He recalled that the company had partnered with Microsoft 25 years ago to launch one of the fashion industry’s first e-commerce platforms, and noted that Ask Ralph once again redefined the shopping journey for a new generation. He added that the tool was about more than product discovery, offering consumers the chance to engage with what they valued most about Ralph Lauren – its distinctive style and complete, timeless looks.
Shelley Bransten, Corporate Vice President of Global Industry Solutions at Microsoft, commented that AI was transforming how consumers sought inspiration, learned about products and shopped with fashion brands. She said Microsoft was proud to combine its generative AI capabilities through Azure OpenAI with Ralph Lauren’s brand to deliver a new kind of conversational commerce experience.
The company said Ask Ralph would continue to evolve with new features and more personalised experiences, expanding to additional Ralph Lauren brands and rolling out across more platforms and international markets.
