Ralph Lauren Begins Rollout of AI-Powered Conversational Shopping Experience

Luxury lifestyle company Ralph Lauren is rolling out an artificial intelligence-powered conversational shopping experience that is designed to serve as a stylist.

Dubbed “Ask Ralph,” the AI tool can answer questions about things like what to wear to a concert or how to style a navy blue men’s blazer, the company said in a Tuesday (Sept. 9) press release.

Ask Ralph also refines its recommendations when users ask clarifying questions, presents images of complete outfits, and makes it easy to add some or all the items to a shopping cart, according to the release.

The AI-powered shopping experience began rolling out Tuesday in the Ralph Lauren app for Apple and Android devices in the United States, per the release. Its content is based on available inventory from the Polo Ralph Lauren brand.

The company expects to expand the tool to additional Ralph Lauren brands and to more markets around the world, the release said.

The new feature is powered by Microsoft Azure OpenAI, according to the release.

“Twenty-five years ago, we partnered with Microsoft to launch one of the fashion industry’s first eCommerce platforms, and today, we are once again redefining the shopping experience for the next generation,” Ralph Lauren Corp. Chief Branding and Innovation Officer David Lauren said in the release.

Shelley Bransten, corporate vice president of global industry solutions at Microsoft, said in the release: “AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world.”

PYMNTS reported in February 2024 that AI is revolutionizing the fashion industry by enabling innovations across design, production and shopping.

A 2023 study by McKinsey & Company predicted that the technology could add up to an additional $275 billion in fashion profits over the following three to five years.

The PYMNTS Intelligence report “Getting to Know You: How AI Is Shaping the Future of Shopping,” published in September 2024, found that 32% of all consumers said they had used or would use AI shopping tools.

When luxury accessories membership club Vivrelle announced its launch of an “AI stylist” Thursday (Sept. 4), the company said the tool enables consumers to, “Borrow, style and shop in one seamless 360 experience and checkout.”

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