Ralph Lauren and Microsoft Unveil Ask Ralph Shopping Tool

Ralph Lauren (NYSE: RL) has unveiled “Ask Ralph,” an innovative AI-driven conversational shopping experience designed to engage and inspire customers with the brand’s distinct and iconic style. Combining sophisticated AI technology with Ralph Lauren’s enduring brand identity, Ask Ralph offers personalized styling suggestions by showcasing shoppable visual layouts of complete outfits tailored to user prompts. This feature, which goes live today for Ralph Lauren app users in the United States, allows consumers to explore the Men’s and Women’s Polo Ralph Lauren collections.

Developed in collaboration with Microsoft’s Azure OpenAI platform, Ask Ralph leverages advanced conversational AI and natural language processing to comprehend open-ended inquiries, interpret context, and deliver customized recommendations, effectively emulating the experience of interacting 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,” remarked David Lauren, Chief Branding and Innovation Officer at Ralph Lauren Corporation. “Whether you’re preparing for your first day at a new job or crafting the ideal outfit for a night out, Ask Ralph goes beyond simple discovery. It engages consumers with what they cherish about Ralph Lauren—our distinctive, timeless perspective on style—offering complete looks that encourage them to immerse themselves in our world.”

Customers can engage with Ask Ralph just as they would with a stylist at a Ralph Lauren store, utilizing straightforward conversational prompts. They might ask, “What should I wear to a concert?” or “Show me some women’s Polo Bear sweaters,” and even pose styling questions like, “How can I style my navy-blue men’s blazer?” In response, Ask Ralph presents visually arranged complete looks from Polo Ralph Lauren along with styling tips, integrating information from various Ralph Lauren digital platforms. Shoppers can further refine their requests and ask follow-up questions, ensuring the recommendations align with their personal style. The tool simplifies the process of adding individual items or entire outfits to their shopping carts.

“AI is revolutionizing how consumers seek inspiration, education, and purchasing options from fashion brands worldwide,” stated Shelley Bransten, Microsoft’s Corporate Vice President of Global Industry Solutions. “We’re proud to fuse our reliable generative AI capabilities through Azure OpenAI with Ralph Lauren’s iconic brand, ushering in a transformative conversational commerce experience.”

The functionality of Ask Ralph will evolve based on user interactions, continually adding new features and offering more personalized experiences. Future expansions will include additional Ralph Lauren brands and broader platform availability in global markets.

Ask Ralph represents a significant achievement in Ralph Lauren’s rich legacy of innovation and its leadership in crafting immersive retail experiences that transport consumers into the world of Ralph Lauren. Twenty-five years ago, the brand was among the pioneers of e-commerce in luxury fashion, establishing a new benchmark for the industry. Continuously pushing creative boundaries, the company has experimented with groundbreaking concepts that were ahead of their time, including interactive shopping technology, holograms, 4D projections, and CGI animations.

Ralph Lauren is committed to investing in AI and other technologies to enhance customer experiences, such as personalized marketing and engaging digital interactions, while also optimizing operations through methods like predictive inventory management and demand forecasting.