Ralph Lauren introduced “Ask Ralph,” a new AI-powered conversational shopping experience that invites consumers to engage with, and be inspired by, Ralph Lauren’s unique and iconic take on style. Blending advanced AI technology with Ralph Lauren’s timeless brand, Ask Ralph provides styling inspiration by serving up multiple shoppable visual laydowns of complete outfits, personalized to a user’s prompts, from across available inventory within the men’s and women’s 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, complete Polo Ralph Lauren looks with styling tips, integrating content from across Ralph Lauren’s digital channels. Users can ask clarifying questions and refine the recommendations to align with their own sense of style. Ask Ralph makes it easy to add individual elements of a look to shopping carts or purchase the head-to-toe recommendation.
“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.
