By Alex Smith |
Ralph Lauren has introduced Ask Ralph, a new shopping experience powered by Microsoft Azure OpenAI which is designed to provide consumers with personalised outfit recommendations.
Developed with Microsoft using the Azure OpenAI platform, Ask Ralph uses conversational AI and natural language processing to interpret prompts and generate shoppable looks drawn from Polo Ralph Lauren’s men’s and women’s collections. Users can request guidance in natural language, such as asking what to wear to an event or how to style a specific item. The system responds with complete outfit suggestions presented visually, alongside styling tips, and allows individual items or full looks to be added to a shopping cart.
“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 at Ralph Lauren. “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.”
The tool is available on the Ralph Lauren app in the United States
Shelley Bransten, corporate vice president of global industry solutions at Microsoft, 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.”
Ask Ralph will continue to develop over time based on user interactions. Planned updates include additional features, greater personalisation, expansion to more Ralph Lauren brands, and availability across other markets and platforms.
The tool has now been rolled out to Ralph Lauren app users in the United States.