Ralph Lauren Introduces 'Ask Ralph' AI Stylist Bot

Summary

• Ralph Lauren has launched “Ask Ralph,” a new conversational AI chatbot to provide styling and shopping advice.
• Developed with Microsoft’s Azure OpenAI platform, the bot can create curated looks from simple prompts and is rolling out on the Ralph Lauren app in the US.

Ralph Lauren is dipping its toe into artificial intelligence (AI) with a new in-app chatbot designed to assist users with styling and shopping advice. The partnership with Microsoft’s Azure OpenAI platform is being rolled out on the Ralph Lauren app in the United States, on both Apple and Android devices.

With prompts like “What should I wear to a concert?” or “How can I style my navy-blue men’s blazer?” the Ask Ralph bot can put together a curated look and offer styling tips. The conversational AI feature uses natural language processing to address open-ended prompts, interpret context, and provide recommendations, much like an in-store stylist. Additionally, users can clarify prompts and refine results based on their tastes.

David Lauren, Chief Branding and Innovation Officer and son of Ralph Lauren shared, “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.”

“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,” he added.

The launch comes as AI continues to penetrate daily life, with chatbots like OpenAI’s ChatGPT, Google’s Gemini, and X‘s Grok becoming readily available to general users. Now that these generative AI tools have gained mass use, companies like Ralph Lauren are finding ways to tailor these services to their businesses. Elsewhere, fashion trade publication Business of Fashion has launched the Brain of Fashion with Quilt.AI, a bot trained on the platform’s content and business intelligence.

However, it remains to be seen whether customers will welcome branded AI tools in the same way that they have adopted general chatbots. In particular, heritage brands like Lauren’s run the risk of diluting their brand DNA with increased automation. Ralph Lauren and its sibling labels, Polo Ralph Lauren and RRL, draw from the designer’s charismatic personality, his Americana ethos, and focus on authenticity.

Could these sensibilities and traits be translated into an AI-powered chatbot? As AI capabilities advance with more human-like interactions, the prospect doesn’t seem impossible.

The company has plans to continue developing the tool by adding new features, expanding to other brands, and launching in additional global markets. Stay tuned to Hypbeast for the latest fashion industry insights.