Ralph Lauren launches conversational AI chatbot to provide styling advice
Ralph Lauren Corp. is using artificial intelligence to offer personalized styling and shopping advice — with a "human" touch.
The luxury apparel and accessories company is introducing "Ask Ralph," an AI-enabled shopping experience on the brand's app. The chat-based service offers up shoppable visual laydowns of complete outfits, personalized to a user’s prompts. Recommendations are pulled from across available inventory within the men’s and women’s Polo Ralph Lauren brand. Ask Ralph begins rolling out Tuesday, Sept. 9, 2025, to Ralph Lauren app users in the U.S.
Ralph Lauren developed Ask Ralph with Microsoft on the technology vendor's Azure OpenAI generative AI platform and uses advanced conversational AI technology and natural language processing to understand open-ended prompts, interpret context and provide tailored recommendations in an effort 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 Corp. "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 as they would with a stylist in a Ralph Lauren store through conversational prompts, such as, "What should I wear to a concert?", "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 by 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, as well as 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 VP 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, Ralph Lauren says it will continue to develop the tool, including releasing new features and increasing personalized experiences, as well as expanding to additional Ralph Lauren brands and launching across more platforms in global markets.
The company says it also continues to invest in AI and other technologies to enhance the consumer experience, such as solutions to enable more personalized marketing and digital experiences; as well as to optimize its operations, including predictive inventory management and product demand forecasting.
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Ralph Lauren Corp. is globally involved in the design, marketing and distribution of luxury lifestyle products in five categories: apparel, footwear & accessories, home, fragrances, and hospitality. The company’s brand names include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children and Chaps.
