September 10, 2025
Ralph Lauren Launches ‘Ask Ralph,’ an AI Stylist for the Digital Age
Ralph Lauren has unveiled Ask Ralph, a new AI-powered digital shopping assistant designed to transform how consumers interact with the brand. This innovative tool offers personalised outfit suggestions and inspiration, drawing from Ralph Lauren’s signature style and available Polo Ralph Lauren collections for both men and women. Beginning today, the feature is rolling out to users of the Ralph Lauren app in the United States.
The experience allows shoppers to explore complete, visually styled outfit recommendations tailored to their prompts, whether they’re dressing for a professional milestone or a casual night out. By merging advanced conversational AI with the heritage of Ralph Lauren’s fashion identity, Ask Ralph aims to replicate the experience of speaking with a stylist in-store. Customers can shop entire looks or choose individual items with ease.
“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,” said David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation.
Microsoft Partnership
Ask Ralph was developed in partnership with Microsoft using its Azure OpenAI platform, combining cutting-edge natural language processing with Ralph Lauren’s distinct vision of style. The system can understand open-ended queries, interpret context, and refine suggestions based on user feedback. For example, shoppers can ask, “What should I wear to a concert?” or “Show me women’s Polo Bear sweaters,” and receive curated outfit ideas complete with styling tips.
Microsoft also echoed this sentiment, with Shelley Bransten, Corporate Vice President of Global Industry Solutions, noting that AI is rapidly transforming how consumers discover and connect with fashion brands worldwide. By fusing Microsoft’s generative AI capabilities with Ralph Lauren’s legacy, Ask Ralph represents a bold step into the future of conversational commerce.
As customers engage with the new tool, Ralph Lauren will continue to refine its features and expand personalisation. Plans include rolling the service out to more of the company’s brands, new platforms, and international markets. Ask Ralph builds on Ralph Lauren’s long history of pushing retail boundaries, from pioneering luxury e-commerce to experimenting with immersive technologies such as holograms, 4D experiences, and virtual stores.
In addition, the company also invests heavily in AI for operational excellence—enhancing predictive inventory management, demand forecasting, and marketing personalisation. Ask Ralph is the latest example of Ralph Lauren’s strategy to seamlessly blend tradition with innovation, reinforcing its position as a leader in reimagining how consumers experience fashion.
