Photo credits: Ralph Lauren
Ralph Lauren has rolled out Ask Ralph, an AI-powered shopping assistant integrated into its mobile app. The feature aims to make mobile shopping more seamless and personalized by mimicking the experience of working with an in-store stylist. Shoppers can ask style-related questions, such as “What should I wear to a concert?”, and receive complete outfit suggestions drawn from the men’s and women’s Polo Ralph Lauren collections.
With Ask Ralph, shoppers can refine their results by asking follow-up questions and adjusting recommendations to better match their personal style. They have the option to add select pieces to their cart or purchase an entire curated outfit. Like other AI systems, the assistant is designed to improve over time, learning from user interactions to deliver increasingly personalized guidance.
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Building on its long-standing collaboration with Microsoft, Ralph Lauren developed Ask Ralph on the Azure OpenAI platform. The assistant leverages advanced conversational AI and natural language processing to handle open-ended questions, understand context, and deliver personalized style suggestions, bringing the feel of an in-store stylist directly to the mobile shopping experience. Back in 2000, Ralph Lauren and Microsoft teamed up to debut Polo.com, among the fashion industry’s earliest e-commerce platforms. The site was later rebranded as RalphLauren.com, which continues to serve as the brand’s primary online hub today.
“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, Ralph Lauren Corporation.
Ralph Lauren is presenting Ask Ralph as part of its long-running commitment to weaving emerging technologies into the customer experience. Over the years, the brand has experimented with interactive and virtual shopping tools, holograms, and CGI animations. At the same time, it is investing in AI on the operational side, applying it to areas such as predictive inventory management and demand forecasting.
The company has also been active in marketing promotions, most recently with an animated short film starring its iconic Polo Bear mascot. Released last month, The Polo Bear Chronicles: Operation Black Tie reimagined the bear as a James Bond-style spy on a mission to recover stolen art, teaming up with a pigeon sidekick along the way.
“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” said Shelley Bransten, Corporate Vice President of Global Industry Solutions, Microsoft. “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.”
