The American luxury brand has just launched Ask Ralph, a new conversational chatbot integrated into its mobile app and powered by artificial intelligence. This new tool, developed by Microsoft, provides style and shopping advice and can even suggest personalized looks.
Currently available exclusively in the United States, Ask Ralph, developed with Microsoft’s Azure OpenAI generative AI platform, generates personalized outfit recommendations based on simple queries. The tool, which is based on user preferences as well as the brand’s inventory, is currently being rolled out on the Ralph Lauren mobile app.
Personalized style
By asking questions such as “What should I wear to a concert?” or “How can I match my navy blue men’s blazer?”, the Ask Ralph conversational bot is able to understand simple queries and translate them into complete, visual outfit suggestions. Ask Ralph is also capable of providing style advice.
This conversational artificial intelligence is based on natural language processing to answer open-ended questions, interpret context, and provide recommendations, much like a stylist in a store. In addition, users can clarify their questions and refine the results according to their tastes. Beyond simple suggestions, the conversational chatbot makes it easy to purchase an item or a complete look with an “add to cart” feature directly accessible from the AI platform.
This innovation was made possible by a partnership with Microsoft, which began 25 years ago to launch one of the industry’s first e-commerce platforms. David Lauren, Chief Brand and Innovation Officer and son of Ralph Lauren, said, “Ask Ralph is not just about discovery, it’s about engaging consumers in what they love most about Ralph Lauren: our iconic and unique approach to style, offering timeless looks from head to toe that inspire them to step into our world.”
The American luxury brand is capitalizing on the development of AI, which is flooding everyday life with chatbots such as OpenAI’s ChatGPT, Google’s Gemini, and X’s Grok. “Artificial intelligence is transforming the way consumers get inspired, informed, and shop from fashion brands around the world,” said Shelley Bransten, Corporate Vice President of Global Industry Solutions.
The tool is intended to serve markets other than just the United States. The brand emphasizes that it is an evolving service that will be enriched as its users’ actual usage patterns develop.
It remains to be seen whether the public will welcome this type of conversational AI as enthusiastically as it did the veteran chatbot of the 2010s. Not to mention that increasing automation in companies such as Ralph Lauren is likely to dilute the brand image, given that its DNA, like Giorgio Armani’s, is directly modeled on the charismatic personality of its founder.
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Featured photo: © Microsoft
