Ralph Lauren is bringing artificial intelligence (AI) into its direct-to-consumer strategy with the launch of Ask Ralph, a new virtual shopping assistant.

The AI-powered tool, announced Sept. 9 in a blog post, is now live in the Ralph Lauren mobile app. Shoppers can type open-ended questions about topics such as what to wear to a concert or summer wedding. The assistant can then provide curated outfit suggestions and real-time styling tips.

Ask Ralph was developed in partnership with Microsoft using its Azure OpenAI platform. It uses large language models (LLMs) to interpret shopper prompts and return personalized recommendations. Those recommendations are designed to reflect the Ralph Lauren brand, the companies said.

Ralph Lauren ranks No. 67 in the Top 2000, Digital Commerce 360’s database of the largest North American e-retailers by online sales. Microsoft Corp., also in the database, ranks No. 82.

Ralph Lauren’s AI assistant builds on Microsoft relationship

Ask Ralph AI assistant | Image credit: Ralph Lauren

The Ask Ralph assistant deepens on a long-standing partnership between Ralph Lauren and Microsoft.

In 2000, the companies collaborated to launch Polo.com, one of the fashion industry’s first online shopping platforms. The site was eventually rebranded as RalphLauren.com, which remains the company’s flagship online destination.

Reflecting on that early partnership, David Lauren — the company’s chief branding and innovation officer — said the launch of Ask Ralph marks another milestone in Ralph Lauren’s ongoing effort to reimagine the retail journey through technology.

“Twenty-five years ago, we partnered with Microsoft to launch one of the fashion industry’s first ecommerce platforms, and today, we are once again redefining the shopping experience for the next generation,” he said in the blog post.

Lauren, the younger son of founder Ralph Lauren, has long pushed the brand into new tech territory.

Over the years, he has led a number of digital-first initiatives, including the debut of RalphLauren.com.

He told The Wall Street Journal that Ralph Lauren was among the first brands to use QR tags on product labels, and has experimented with augmented reality, touch‑screen displays and other interactive tech over the years.

“Now we are dedicated to learning how to use AI across our company,” Lauren said.

Inside the Ask Ralph experience

Ask Ralph marks the brand’s first major consumer-facing AI experience, he said.

Now available in the Ralph Lauren app for U.S. shoppers on iOS and Android devices, the tool focuses on items from the Polo Ralph Lauren men’s and women’s collections.

According to the company, it is designed to closely replicate the experience of working with an in-store stylist.

Shoppers can ask questions such as “How can I style my navy-blue men’s blazer?” or “What should I wear to a concert?” The tool then responds to the prompts by presenting curated looks — complete with style tips and imagery — and lets users explore individual pieces from those looks with shopping links. It can refine results based on clarifying questions and is based on available inventory.

Ask Ralph will also become more personalized over time, evolving based on how users engage with it.

According to the company, planned updates for Ask Ralph include deeper personalization, new features, and support for more Ralph Lauren brands. The tool will also expand to additional markets over time, it said.

Part of a larger digital push

The launch of Ask Ralph comes as Ralph Lauren accelerates its digital transformation strategy.

In May, the company named Naveen Seshadri as global chief digital officer, leaving him in charge of key areas including personalization, AI, platform modernization, and integrated cross-channel commerce.

The appointment was part of the company’s Next Great Chapter: Accelerate plan — a three‑year strategy launched in 2022 that aims to elevate its luxury heritage while pursuing sustainable growth through digital transformation.

In the blog post, Ralph Lauren said it continues to invest in AI to enhance both the customer experience and internal operations. That includes more personalized marketing, digital tools, and supply chain optimization, it said.

One area of focus is predictive buying. CEO Patrice Louvet told investors during the company’s Q1 earnings call that Ralph Lauren plans to expand its AI-driven predictive buying pilot to more core styles in fiscal 2026. The program, which tested successfully in Asia and Europe, is designed to improve size availability and optimize inventory for best-selling products, he said.

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