Ralph Lauren brings in-store styling to phones with new AI tool

Ralph Lauren has rolled out "Ask Ralph", an AI-powered conversational shopping experience that aims to replicate the guidance of an in-store stylist, on users’ smartphones.

The tool, available today on the Ralph Lauren app in the US, delivers outfit recommendations and styling tips across the men’s and women’s Polo Ralph Lauren ranges.

Developed in partnership with Microsoft on its Azure OpenAI platform, "Ask Ralph" leverages advanced natural language processing to interpret open-ended prompts. Users can type queries such as “What should I wear to a concert?” or “Show me women’s Polo Bear sweaters”, and receive multiple, shoppable visual laydowns of complete outfits. They can also refine recommendations and add individual items, or entire looks, to their shopping carts.

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In a statement, Ralph Lauren said "Ask Ralph" will evolve based on user engagement, expanding across other Ralph Lauren brands and platforms globally. The initiative continues the brand’s long history of experimenting with technology-driven retail experiences, from pioneering eCommerce 25 years ago to exploring holograms, 4D projections and CGI.

The brand is also investing in AI to enhance marketing, digital engagement and operational efficiency, including predictive inventory and demand forecasting.

"25 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,” said David Lauren, chief branding and innovation officer, Ralph Lauren Corporation.

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.”

In tandem, Shelley Bransten, corporate vice-president of global industry solutions, Microsoft said, "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.”

MARKETING-INTERACTIVE has reached out to Ralph Lauren for more information. 

Brands in the region are increasingly turning to virtual personalities to deepen consumer engagement. In May, Lotus’s Malaysia teased a new 3D shopping assistant, Cik Lo, via Instagram. The character, who wears a yellow hijab, was gradually revealed through a series of mysterious posts starting April 25, sparking curiosity and confusion among followers. Cik Lo was fully introduced on April 30 as a virtual shopping assistant with a playful personality, sharing tips, product highlights and reminders to use the Lotus’s app.

Other regional brands are exploring similar strategies. Hijab haircare brand Safi Shayla introduced virtual educator Sis Shay to drive online and on-ground haircare education. Skechers Singapore launched AI-powered retail assistant Luna at its Punggol Coast Mall store, offering personalised style advice and product recommendations through an in-store kiosk and Telegram chat.

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