- Ralph Lauren launched Ask Ralph, an AI-powered stylist on its app, powered by Microsoft Azure OpenAI.
- The tool delivers personalized, shoppable outfits and mimics the experience of speaking with an in-store stylist.
- It reflects Ralph Lauren’s history of digital innovation and its commitment to blending fashion heritage with cutting-edge technology.
- Ask Ralph will evolve with user interactions and expand across brands, markets, and possibly voice interfaces.
- The launch underscores luxury fashion’s shift toward AI-powered personalization and experiential commerce.
The brand’s app now delivers personalized outfit recommendations using Microsoft’s Azure OpenAI technology.
Ralph Lauren has unveiled Ask Ralph, a conversational AI shopping assistant designed to transform how consumers engage with its products. Rolling out first in the U.S. via the Ralph Lauren app, the tool provides users with real-time outfit suggestions, styled in the brand’s signature aesthetic. By typing natural language prompts—such as what to wear to a concert or how to style a classic blazer—shoppers receive personalized, shoppable recommendations displayed as complete head-to-toe looks.
The technology is powered by Microsoft’s Azure OpenAI Service, enabling it to interpret queries, refine suggestions through back-and-forth conversation, and adapt to each customer’s preferences. This makes Ask Ralph feel less like a search function and more like an in-store stylist brought to life in digital form.
A Strategic Partnership Decades in the Making
The launch builds on Ralph Lauren’s long-standing collaboration with Microsoft, which began over two decades ago when the brand was one of the first luxury fashion houses to embrace e-commerce. Now, with Ask Ralph, the two companies are once again joining forces to push the boundaries of digital retail.
David Lauren, Chief Branding and Innovation Officer, explained the company’s vision:
“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 Meets Heritage in Fashion
Ask Ralph is not just a tech experiment—it represents Ralph Lauren’s philosophy of merging heritage with innovation. The assistant draws inspiration from the brand’s deep style archive while pulling live inventory to ensure recommendations remain shoppable. This balance of timeless inspiration and real-time commerce demonstrates how AI can enhance, rather than dilute, a brand’s identity.
Unlike many generative AI tools prone to inaccuracies or irrelevant suggestions, Ask Ralph is carefully trained to stay within Ralph Lauren’s design language. It avoids going off-script, ensuring that every recommendation aligns with the brand’s DNA.
The Road Ahead for Ask Ralph
Currently available only for the Polo Ralph Lauren men’s and women’s lines in the U.S., Ask Ralph is expected to expand across additional categories, brands, and markets. Future updates may also include voice activation, further personalization, and deeper integration with Ralph Lauren’s broader digital ecosystem.
Microsoft executives underscored the significance of the launch for retail innovation. Shelley Bransten, Corporate Vice President of Global Industry Solutions, commented:
“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.”
Redefining Personalization in Fashion
With Ask Ralph, Ralph Lauren has positioned itself at the forefront of luxury retail’s AI transformation. By blending its iconic design heritage with cutting-edge conversational AI, the brand is delivering an experience that goes beyond shopping—it’s about personalization, inspiration, and loyalty.
As the technology evolves, Ask Ralph could become a blueprint for how fashion houses use AI not just to recommend products, but to create meaningful connections between brand and consumer.
