The brand reimagines its 25-year-old digital feature with Microsoft’s AI technology
Ralph Lauren is once again testing the boundaries of fashion and technology with the relaunch of Ask Ralph, this time as an artificial intelligence–powered shopping tool. Available on the brand’s app starting Tuesday, the new feature marks the company’s first consumer-facing AI integration.
The initiative draws on the brand’s long history with digital innovation. When Ralph Lauren first ventured online 25 years ago, Ask Ralph debuted as a simple Q&A platform where the designer and his team fielded 100 of the most common style questions. Today, powered by Microsoft’s Azure OpenAI Service, the new version brings that legacy into the age of generative AI.
The chat-based tool uses natural language processing to provide shoppable outfit suggestions in real time. For example, a query about what to wear to a winter wedding in Miami generates a carousel of complete Ralph Lauren looks ready to purchase. While the system draws on the company’s archive and philosophy, its focus remains squarely on live inventory and commerce.
David Lauren, chief branding and innovation officer, sees the tool as a continuation of the brand’s approach to storytelling through technology. “The most difficult thing for any company is to find the right technology to help you tell your story,” he said. “This feels like a very obvious opportunity — not just because everybody’s talking about it, but because it has an ability to learn with us.”
The technology has been under development for a year, absorbing the designer’s style philosophy, brand DNA, and historical imagery. Still, the service maintains clear boundaries: when asked about competitors or politics, it demurs rather than speculate. “We’re not here to try to be clever with it,” Lauren said. “Our aim was to pull from a live inventory of what’s on the site right now.”
Lauren added that this is just the beginning. Future iterations could include voice activation, integration with the Ralph Lauren Collection business, or expansion across additional platforms. “It’s going to become more and more valuable quickly,” he said, noting that weekly learnings will shape its evolution.
Industry analysts predict generative AI could add $150 billion to $275 billion to fashion’s operating profits by 2030, with consumer-facing tools like Ask Ralph expected to play a significant role. For Ralph Lauren, the move underscores a careful but forward-looking strategy. “Everybody’s racing,” Lauren said. “Don’t. Just stop racing. Set your own pace, understand who you are and move carefully to understand how your brand is best married to technology.”
