Ralph Lauren has once again set the stage for next-generation retail by introducing its newest AI-powered feature, Ask Ralph, a conversational shopping experience that offers personalized style guidance directly through the Ralph Lauren app for users in the United States. Building on its storied history of innovation, Ask Ralph debuts as a seamless blending of cutting-edge AI technology and the brand’s timeless aesthetic, marking a significant step in the future of digital fashion commerce.
A Pioneering Partnership
The launch of Ask Ralph continues a decades-long collaboration between Ralph Lauren and Microsoft. Developed on the Azure OpenAI platform, the new feature uses advanced conversational AI technology and natural language processing to understand open-ended prompts, interpret contextual nuance, and deliver tailored recommendations—closely mirroring the experience of an in-store stylist.
The app empowers shoppers to request inspiration for any occasion or ask pointed style questions, with AI responding in a conversational format that is both effortless and inspiring.
Reimagining the Shopping Experience
Ask Ralph is carefully designed to be as intuitive as speaking to a human sales associate at a Ralph Lauren boutique. Users can initiate queries such as, “What should I wear to a concert?” or “Show me some women’s Polo Bear sweaters,” to receive thoughtfully curated, visually rich Polo Ralph Lauren looks, complete with styling tips and options to personalize the recommendations. Even nuanced prompts like, “How can I style my navy-blue men’s blazer?” are interpreted, resulting in a full spread of outfit ideas to spark inspiration and make shopping personal and enjoyable, said Davind Lauren, Chief Branding and Innovation Officer at Ralph Lauren Corporation. Shoppers can add individual pieces or recommended ensembles to their cart with ease, moving seamlessly from inspiration to purchase.
As David Lauren puts it, “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. Whether you’re 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.”
AI, Personalization, and Innovation
The backbone of Ask Ralph is its sophisticated AI engine, made possible through the Microsoft Azure OpenAI. Shelley Bransten, Corporate Vice President of Global Industry Solutions at Microsoft, has said, “AI is transforming the way consumers get inspired, educated, and purchase from fashion brands around the world. 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.”
This collaboration underlines not only the technological prowess of the initiative but also the shift toward genuinely conversational commerce in luxury retail.
The Ask Ralph tool is set to evolve continuously, informed by real-time user engagement and feedback. Expect future releases to include expanded features and even more personalized experiences, as well as integration with additional Ralph Lauren brands and new markets around the globe. The aim is to create a more dynamic and immersive shopping journey, no matter where or how a consumer chooses to interact with the brand.
Ralph Lauren’s Legacy of Digital Leadership
This launch is the latest milestone in Ralph Lauren’s tradition of digital innovation. “The Company was one of the first luxury brands to pioneer e-commerce, setting a new industry standard,” adds Shelley Bransten, Corporate VP. From pushing the envelope with virtual shopping technologies, holograms, 4D projections, and CGI animations, to embracing AI-driven personalization in both marketing and operations, Ralph Lauren has often led the way for others in the fashion industry.
Ask Ralph is rolling out now to Ralph Lauren app users in the U.S. on both Apple and Android devices, opening the door for a new era of personalized, engaging, and cinematic shopping experiences infused with the brand’s iconic American style.
Through Ask Ralph, Ralph Lauren proves that the intersection of technology and style has never looked—or felt—quite so effortless or inspiring.
