Ralph Lauren Launches Ask Ralph, an AI-Powered Conversational Shopping Experience

11 Sept 2025

Powered by artificial intelligence developed by Microsoft, Ralph Lauren's new platform offers personalized style inspiration based on consumer requests and available inventory.

A conversational shopping experience powered by artificial intelligence
"AI is transforming the way consumers are inspired, informed, and purchased from fashion brands around the world," said Shelley Bransten, Corporate Vice President of Global Industry Solutions at Microsoft. Encouraged by this future phenomenon, which is still in the test and learn phase at many brands but is being developed more and more rapidly, Ralph Lauren is strengthening its customer experience with Ask Ralph , currently available in the United States on the brand's app. This new platform invites its consumers to live a conversational shopping experience powered by artificial intelligence with the aim of interacting and being inspired.


How? On paper, the idea is simple. Based on the user's requests and desires, and based on the available inventory for the Polo Ralph Lauren Men's and Women's collections, Ask Ralph provides a multitude of style recommendations through visual, shoppable outfit presentations. Shoppers can interact with this AI as they would with an in-store stylist, asking questions and refining inspirations to fit their wardrobe. The app also makes it easy to add individual items and purchase complete outfits.

“Whether preparing for a first day at work or putting together the perfect look for a night out, Ask Ralph goes beyond discovery. It allows consumers to fully embrace what they value most about Ralph Lauren: our unique and iconic vision of style, offering timeless head-to-toe looks that invite them into our world,” explained David Lauren, Chief Branding and Innovation Officer at Ralph Lauren Corporation.

A low-risk bet on the future of consumption
Ask Ralph was developed with Microsoft on its Azure OpenAI platform. The app uses "advanced conversational AI and natural language processing technology to understand open-ended queries, interpret context, and provide personalized recommendations," said the brand, which has collaborated with the digital giant for 25 years, when creating its e-commerce site.


The exchange is a win-win for both parties. The more people use the app, the more the tool will evolve. Microsoft and Ralph Lauren will then be able to roll out new features and improve the personalized experience. Other brands in the group are expected to be added, and the platform could expand to markets other than North America. The fashion house has stated that it does not intend to stop there. It intends to capitalize on this digital future by continuing to invest in AI and other technologies across all its departments.

Consulting firm McKinsey estimates that, in the next three to five years, generative AI could potentially add $150 billion, or even as much as $275 billion, to the operating profits of the apparel, fashion, and luxury sectors. And according to the "Unfolding AI: New Worlds of Fashion" study by Google and Vogue Business , published in May 2023, 75% of consumers say they would buy more from luxury fashion brands using AI in the next three years.