Ralph Lauren Corporation has introduced a groundbreaking artificial intelligence platform that fundamentally alters how customers engage with luxury fashion retail. Ask Ralph, launched this month, employing Microsoft’s Azure OpenAI technology to create a conversational shopping experience that mirrors the expertise of a dedicated personal stylist.
The platform resolves one of luxury retail’s most persistent challenges, translating high-touch personal service to the online shopping experience.Through sophisticated natural language processing, the system interprets open-ended styling queries and delivers complete outfit recommendations from the Polo Ralph Lauren collection for both men and women.
Meet Your Digital Luxury Stylist
The functionality of Ask Ralph is built around intuitive dialogue. Users can ask anything from specific product requests to occasion-based queries, and the system responds with curated outfit combinations presented visually alongside styling recommendations. Customers can then refine these suggestions through follow-up questions, creating an iterative process that closely mirrors consultation with a personal stylist. Individual pieces can be added to the shopping basket, or entire looks purchased as complete outfits.
“Whether 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.”
David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation
This approach acknowledges changing consumer expectations around digital shopping experiences. Rather than browsing through extensive product catalogues, users can articulate their needs and receive curated suggestions that reflect both their stated preferences and the brand’s distinctive aesthetic.
AI and the Future of Luxury Service
The collaboration between Ralph Lauren and Microsoft demonstrates how established luxury brands are leveraging artificial intelligence to enhance customer experiences. Azure OpenAI provides the underlying conversational capabilities that enable Ask Ralph to understand context, interpret styling preferences, and generate appropriate recommendations from available inventory.
“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.”
Shelley Bransten, Corporate Vice President of Global Industry Solutions at Microsoft
The integration combines Microsoft’s generative AI capabilities with Ralph Lauren’s brand knowledge to create a platform that understands both technical product specifications and aesthetic considerations that drive purchase decisions.
This enables the system to process complex styling requests that might involve multiple product categories, colour coordination, and occasion-appropriate selections. The AI can draw connections between different items within the collection, suggesting complementary pieces that align with Ralph Lauren’s design philosophy whilst meeting the customer’s stated needs.
The Future of Online Retail
Ask Ralph represents the latest advancement within Ralph Lauren’s broader digital innovation strategy. The company has consistently positioned itself at the forefront of retail technology adoption, having experimented with virtual shopping technology, holographic displays, 4D projections, and computer-generated imagery over recent years.
The platform initially launched through the Ralph Lauren mobile application for users within the United States, with plans for expansion to additional brands within the Ralph Lauren portfolio and international markets. This phased approach allows the company to gather user feedback and refine the system’s capabilities based on actual customer interactions.
What Ask Ralph Means for the Future of Luxury
The evolution of Ask Ralph will be guided by user engagement patterns and feedback collected during the initial deployment phase. Ralph Lauren plans to introduce additional features and enhanced personalisation capabilities based on how customers interact with the current system.
The platform is expected to expand beyond the Polo Ralph Lauren collection to encompass other brands within the company’s portfolio, including Ralph Lauren Collection, Ralph Lauren Purple Label, and Lauren Ralph Lauren. This expansion would create a comprehensive styling assistant capable of addressing diverse customer preferences across different price points and style categories.
Ask Ralph’s success could set the tone for how conversational commerce takes hold in luxury. As shoppers warm to AI-driven styling, other houses may be pressed to experiment with similar tools to keep pace. It signals a turning point: artificial intelligence is no longer just a back-end innovation but a new way for luxury brands to deliver personal service online.