Tommy Hilfiger, Calvin Klein parent teams with OpenAI
PVH Corp. is co-developing enterprise artificial intelligence functionality with a major AI research organization.
The parent company of the Tommy Hilfiger and Calvin Klein apparel and accessories brands is developing custom AI capabilities with OpenAI, creator of the pioneering generative AI model ChatGPT.
Working with OpenAI, PVH will co-create custom AI capabilities that will be embedded in PVH’s data- and demand-driven operating model, supporting areas such as product and design, demand planning, inventory optimization and consumer engagement.
PVH will also integrate OpenAI enterprise APIs to help build more modern workflows and accelerate efficiencies end-to-end across product, marketing, supply chain, and retail functions. The rollout also includes the enterprise-grade ChatGPT Enterprise platform and will feature new applications and custom environments built exclusively for PVH.
“As we build Calvin Klein and Tommy Hilfiger into the most desirable lifestyle brands in the world, our collaboration with OpenAI will help us supercharge our brand-building journey and connect more meaningfully with our consumers,” said Stefan Larsson, CEO, PVH Corp. “Together with OpenAI, we will explore exciting new opportunities for our brands, accelerate our data-driven operating model and enable faster, more data-driven decision-making. With a test-and-learn approach, we’ll build practical use cases with scalable impact to drive value for associates, partners, and consumers, while helping us build a culture of innovation and agility from the ground up.”
This effort is part of PVH’s multi-year brand-building growth strategy, known as the PVH+ Plan.
[READ MORE: First Look: Calvin Klein opens global flagship in NYC]
Numerous retailers have integrated a wide variety of ChatGPT functions into their enterprises, notably including Walmart and Sam’s Club enabling customers to complete purchases directly within ChatGPT.
In addition, ChatGPT recently launched a new customer-facing experience called shopping research. Consumers can describe what type of product they are looking for using natural language, such as “I need a gift for my four-year-old niece who loves art,” and shopping research will build a product guide.
"PVH shows what’s possible when AI is embedded into the core of a fashion leader," said Giancarlo ‘GC’ Lionetti, chief commercial officer at OpenAI. "The result is less friction, more creativity, and a sector-wide transformation accelerated by PVH deploying OpenAI at scale."
PVH is one of the world’s largest fashion companies, operating the Calvin Klein and Tommy Hilfiger brands. Open for more than 140 years, PVH now operates in more than 40 countries worldwide.
