TLDR: Ralph Lauren has launched “Ask Ralph,” an AI-powered conversational shopping experience developed in partnership with Microsoft. This new bot offers personalized styling advice, visual outfit recommendations, and shoppable looks directly through the Ralph Lauren app in the U.S., aiming to redefine the digital retail experience.
NEW YORK – September 9, 2025 – Ralph Lauren Corporation (NYSE:RL) today announced the debut of “Ask Ralph,” an innovative AI-powered conversational shopping experience designed to transform how consumers engage with the brand’s iconic style. Developed in collaboration with Microsoft, leveraging its Azure OpenAI platform, “Ask Ralph” utilizes advanced conversational AI technology and natural language processing to provide personalized styling inspiration and shoppable outfit recommendations.
The new AI assistant is rolling out to Ralph Lauren app users across the United States, offering a digital stylist experience that closely mirrors in-store interactions. Users can pose open-ended questions, such as “What should I wear to a concert?” or “Show me some women’s Polo Bear sweaters,” and even seek styling advice like, “How can I style my navy-blue men’s blazer?” “Ask Ralph” responds by presenting multiple, visually appealing laydowns of complete Polo Ralph Lauren outfits, all linked to available inventory for immediate purchase.
David Lauren, Chief Branding and Innovation Officer at Ralph Lauren Corporation, emphasized the significance of this launch, stating, “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.” He added, “Whether you’re 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.”
Microsoft also highlighted the transformative potential of AI in fashion retail. Shelley Bransten, Corporate Vice President of Global Industry Solutions at Microsoft, commented, “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.”
“Ask Ralph” is designed to continuously evolve, learning from user interactions and adapting to individual styles. The company plans to introduce new features, enhance personalized experiences, expand the service to additional Ralph Lauren brands, including homeware, and integrate customer profile data for even more tailored advice. Future plans also include launching “Ask Ralph” across more platforms and in global markets.
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This initiative marks a full-circle moment for Ralph Lauren, which pioneered e-commerce a quarter-century ago. Interestingly, an earlier iteration of “Ask Ralph” involved human writers creating styling editorials, a vision that has now been automated through cutting-edge AI. While the question of whether AI can fully replace human stylists remains, David Lauren acknowledges that initially, the AI will function “more like an employee who’s been in the store for just a few months,” underscoring the brand’s commitment to refining this innovative customer experience.
