Ralph Lauren launches conversational shopping experience with Microsoft Azure OpenAI

Ralph Lauren has introduced Ask Ralph, an AI powered conversational shopping experience.

This serves up multiple, shoppable visual laydowns of complete outfits, personalised to a user’s prompts, from across available inventory within the Men’s and Women’s Polo Ralph Lauren brand. Ask Ralph begins rolling out this week to iPhone and Android app users in the US.

It was developed with Microsoft on its Azure OpenAI platform and uses conversational AI technology and natural language processing to understand open ended prompts, interpret context and provide tailored recommendations to closely mimic the experience of speaking with an in-store stylist.

“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,” says David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation.

“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.

“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” says Shelley Bransten, Corporate Vice President of Global Industry Solutions, Microsoft.

“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.”

The tool will continue to develop, including releasing new features and increased personalised experiences, expanding to additional Ralph Lauren brands and launching across more platforms in markets around the world.

2025 RTIH INNOVATION AWARDS

AI will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.