Ralph Lauren has introduced Ask Ralph, an AI-powered retail assistant and stylist. The tool integrates advanced AI technology with Ralph Lauren’s brand ethos to serve up shoppable visual lay-downs of complete outfits, personalised to a user’s prompts, from across available inventory within the Polo Ralph Lauren brand.
Continuing a decades-long partnership, Ask Ralph was developed with Microsoft on its Azure OpenAI platform and uses advanced conversational AI technology and natural language processing to understand open-ended prompts, interpret context and provide tailored recommendations to closely mimic the experience of speaking with an in-store stylist.
“Twenty-five years ago, we partnered with Microsoft to launch one of the fashion industry’s first e-commerce platforms, and today, we are once again redefining the shopping experience for the next generation,” said David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation. “Whether getting ready for a first day of a new job, or creating the perfect look for a night out, Ask Ralph is about more than just discovery – it is about engaging consumers with what they love most about Ralph Lauren: our iconic, unique take on style, providing timeless head-to-toe looks that inspire them to step into our world.”
Shoppers can interact with Ask Ralph just as they would with a stylist in a Ralph Lauren store, through simple, conversational prompts. From “What should I wear to a concert?” to “Show me some women’s Polo Bear sweaters,” or styling queries like, “How can I style my navy-blue men’s blazer?” Ask Ralph responds, surfacing visually laid out, Polo Ralph Lauren looks with styling tips, integrating content from across Ralph Lauren’s digital channels. Users can refine the recommendations to align with their own sense of style.
“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” said Shelley Bransten, Corporate Vice President of Global Industry Solutions, Microsoft. “We’re proud to bring the combination of our trusted generative AI capabilities through Azure OpenAI together with Ralph Lauren’s iconic brand to pave the way for an entirely new conversational commerce experience.”
Informed by how users initially use and engage with Ask Ralph, the tool will continue to develop, including releasing new features and increased personalized experiences, expanding to additional Ralph Lauren brands and launching across more platforms in markets around the world. Ask Ralph is the latest milestone in Ralph Lauren’s rich history of innovation. Twenty-five years ago, the Company was one of the first luxury brands to pioneer e-commerce. The Company has long experimented with cutting-edge ideas from virtual shopping technology to holograms, 4D projections and CGI animations. It continues to invest in AI and other technologies to enhance the consumer experience and to optimise its operations, including predictive inventory management and product demand forecasting.
ABOUT RALPH LAUREN CORPORATION
Ralph Lauren Corporation is a global leader in the design, marketing, and distribution of premium lifestyle products, including apparel, accessories, home furnishings, and other licenced product categories. For five decades, its long-standing reputation and distinct image have been consistently developed across products, brands, sales channels, and international markets. The team believes that the global reach, breadth of product offerings, and multichannel distribution are unique among luxury and apparel companies.
Since 1967, the distinctive brand image has been consistently developed across products, price tiers, and markets. The products, which include apparel, accessories, and fragrance collections for men and women, as well as kids-wear and home furnishings, compose one of the world’s most widely recognised families of consumer brands. Reflecting a distinctive American perspective, the company has been an innovator in aspirational lifestyle branding and believes that, under the direction of fashion designer Ralph Lauren, they have had a considerable influence on the way people dress and the way that fashion is advertised and celebrated throughout the world.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
