Ralph Lauren has launched “Ask Ralph”, a new AI-powered conversational shopping experience in the Ralph Lauren app.
Responding to conversational prompts, such as “What should I wear to a concert?”, the tool will provide styling inspiration by serving up multiple, shoppable visual laydowns of complete outfits from inventory available across both men’s and women’s Polo Ralph Lauren brands.
Developed with Microsoft on its Azure OpenAI platform, Ask Ralph uses conversational AI technology and natural language processing to understand open-ended prompts, interpret context and provide tailored recommendations to mimic the experience of speaking with an in-store stylist.
“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
Ask Ralph also provides styling tips, integrating content from across the brand’s digital channels. Users can ask clarifying questions to refine the recommendations and add either individual elements of a look to their shopping cart or purchase the head-to-toe recommendation.
Currently only available to Ralph Lauren app users in the United States, Ralph Lauren says it plans to add additional brands and launch across more platforms in markets around the world.
The fashion brand also said it would continue to invest in AI and other technologies to enhance CX and optimise operations, including predictive inventory management and product demand forecasting.
Retail Rewired 
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