As more companies utilize artificial intelligence tools to help with everything from streamlining operations to personalized shopping, Ralph Lauren is the latest retailer to harness the power of conversational AI with a new rollout that it hopes will elevate the consumer experience.
Ask Ralph, the brand's new AI-powered shopping experience that launched Tuesday, was designed to help customers draw inspiration from the timeless Ralph Lauren catalog while sharing specific styling feedback, tailored to each user.
Ask Ralph provides multiple shoppable visual laydowns of complete outfits using available inventory from the brand, all personalized to the user's prompts, with styling tips for everything from an ensemble for a night out to the first day of a new job.
To help mimic the experience of an in-store stylist, the AI interprets context and provides specific recommendations.
Shoppers can ask simple questions such as "What should I wear to a concert?" or pose more open-ended requests like, "Show me some women's Polo Bear sweaters," as well as styling queries like, "How can I style my navy-blue men's blazer?"
Users can follow up with clarifying questions to refine the recommendations that more closely work with their personal sense of style.
Ask Ralph was developed with Microsoft on its Azure OpenAI platform, which uses an advanced conversational AI technology and natural language processing to understand open-ended prompts.
"AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world," Shelley Bransten, corporate vice president of global industry solutions for Microsoft said in a statement. "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."
David Lauren, chief branding and innovation officer for Ralph Lauren, said in a statement, "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."
The AI tool is available within the Ralph Lauren app for customers in the U.S. now.
