Ralph Lauren has launched a new conversational AI shopping experience called Ask Ralph, designed to assist customers in drawing inspiration from the brand’s timeless catalog. This cutting-edge platform re-imagines the consumer experience. It provides personalized styling recommendations and several shoppable style boards of complete outfits, all built off of Ralph Lauren’s own on-hand inventory. The Ask Ralph ecosystem officially launched on September 9, 2025, serving as a stellar example of deepening the ever-blurring line between fashion and technology.
Developed in collaboration with Microsoft on its Azure OpenAI platform, Ask Ralph employs advanced conversational AI technology and natural language processing. This is what allows it to understand free-form queries from customers. When you ask it a question such as “What do I need to wear to a concert?” it will give you tailored suggestions. The platform offers styling tips for diverse occasions, ranging from a night out to the first day of a new job.
David Lauren, the chief branding and innovation officer for Ralph Lauren, noted the brand’s decades-long partnership with Microsoft. He stated, “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.”
Behind this Ask Ralph feature is a world of potential to give users more customized feedback, specific to the user’s preferences. Combined with the look and feel of Ralph Lauren’s unmatched inventory, the platform provides visual representations of entire outfits that are instantly shoppable. Technology becomes invisible when it’s indistinguishable from everyday shopping experiences, which provide convenience and value for consumers. Surprisingly, this innovation has a pretty big impact on their overall experience.
Shelley Bransten, Microsoft’s corporate vice president of global industry solutions, shared the company’s eagerness to be part of the partnership. She noted, “AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world.” She further added, “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.”
