New York, September 9, 2025 — Luxury fashion house Ralph Lauren has taken a bold step into the future of retail with the launch of “Ask Ralph,” an AI-powered shopping assistant designed to bring personalized style recommendations directly to customers’ fingertips. The conversational tool, embedded in the Ralph Lauren app, leverages Microsoft’s Azure OpenAI platform to deliver real-time outfit suggestions and elevate the online shopping experience.
A New Era in Luxury Retail
“Ask Ralph” acts like a personal stylist available 24/7, guiding users through Ralph Lauren’s collections by understanding individual preferences, occasions, and even seasonal trends. Customers can interact naturally—typing or speaking questions such as “What should I wear for a summer wedding?” or “Show me something for a business-casual meeting”—and instantly receive curated looks tailored to their needs.
The launch reflects Ralph Lauren’s strategy to combine heritage craftsmanship with cutting-edge innovation. By embedding conversational AI into its ecosystem, the brand is aiming to replicate the in-store personal shopping experience in the digital space.
“Our vision is to blend timeless style with modern technology, creating new ways for our customers to engage with Ralph Lauren,” said Patrice Louvet, President and CEO of Ralph Lauren. “Ask Ralph represents an exciting step in that journey—making fashion more intuitive, more personal, and more inspiring.”
Powered by Microsoft’s AI Infrastructure
The partnership with Microsoft ensures that “Ask Ralph” is powered by advanced generative AI models hosted on Azure. This enables not only natural language processing for smooth conversations but also intelligent styling based on Ralph Lauren’s deep product catalog.
“We are excited to collaborate with Ralph Lauren in redefining how customers experience luxury retail,” said Satya Nadella, Chairman and CEO of Microsoft. “Through Azure OpenAI, we’re helping bring innovation and personalization at scale to fashion consumers.”
Consumer-Centric Features
Key features of Ask Ralph include:
- Personalized Outfit Curation – Real-time suggestions based on user prompts, preferences, and browsing history.
- Occasion-Based Styling – Curated looks for events such as weddings, holidays, work meetings, or casual outings.
- Seamless Shopping Journey – Direct integration with Ralph Lauren’s online store, allowing users to purchase items directly from AI suggestions.
- Scalable Expansion – While currently available in the U.S., plans are underway to roll out “Ask Ralph” to international markets in 2026.
The Bigger Picture: AI in Fashion
The launch of “Ask Ralph” comes at a time when the global fashion industry is rapidly adopting artificial intelligence to improve personalization, predict trends, and optimize inventory. Luxury brands, in particular, are exploring AI to deepen customer relationships in an increasingly digital-first world.
Analysts note that Ralph Lauren’s move differentiates it in the competitive luxury retail sector, where innovation is often slow to scale. By leaning into AI, the company is positioning itself not only as a design leader but also as a technology pioneer in fashion.
Looking Ahead
Ralph Lauren will officially showcase “Ask Ralph” at its upcoming Investor Day on September 16, 2025, where executives are expected to outline broader digital transformation initiatives. Industry experts suggest the AI assistant could also evolve into an omni-channel tool, bridging online and in-store experiences for a seamless luxury journey.
With “Ask Ralph,” Ralph Lauren isn’t just offering clothing—it is offering confidence, personalization, and innovation, setting a new standard for how luxury brands engage with consumers in the digital age.
