Calvin Klein and Tommy Hilfiger owner PVH Corp. opts to integrate OpenAI across its business

PVH Corp., an apparel group behind brands like Calvin Klein and Tommy Hilfiger, has announced a collaboration with OpenAI.

This will see it co-create custom AI capabilities that support areas such as product and design, demand planning, inventory optimisation and consumer engagement.

“As we build Calvin Klein and Tommy Hilfiger into the most desirable lifestyle brands in the world, our collaboration with OpenAI will help us supercharge our brand building journey and connect more meaningfully with our consumers,” says Stefan Larsson, Chief Executive Officer, PVH Corp.

“Together with OpenAI, we will explore exciting new opportunities for our brands, accelerate our data driven operating model and enable faster, more data driven decision-making. With a test and learn approach, we’ll build practical use cases with scalable impact to drive value for associates, partners, and consumers, while helping us build a culture of innovation and agility from the ground up.”

PVH will also integrate OpenAI enterprise APIs with the aim of building modern workflows and accelerating outcomes end-to-end, across product, marketing, supply chain, and retail functions. This push also includes ChatGPT Enterprise and will feature new applications and custom environments built exclusively for PVH teams.

“PVH shows what’s possible when AI is embedded into the core of a fashion leader,” says Giancarlo ‘GC’ Lionetti, Chief Commercial Officer at OpenAI. “The result is less friction, more creativity, and a sector-wide transformation accelerated by PVH deploying OpenAI at scale.”

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

Check out our finalists here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2026 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2026 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.