Ralph Lauren has just launched Ask Ralph, a conversational artificial intelligence (AI) shopping assistant designed to bring the in-store stylist experience to customers’ mobiles. It’s available in the US to Apple and Android users and marks a significant step in the luxury brand’s digital customer experience (CX) strategy.
Ask Ralph allows shoppers to type natural prompts such as “What should I wear to a wedding in summer?” or “How can I style a pair of pink ballet pumps?” The AI assistant will curate shoppable outfit suggestions from the Polo Ralph Lauren collection.
It is built on Microsoft’s Azure OpenAI platform, meaning the assistant can pull live from inventory and the brand’s extensive visual archives to ensure recommendations remain up-to-date and on brand.
David Lauren, chief branding and innovation officer at Ralph Lauren, framed the launch as part of a long-term innovation agenda. “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,” he said.
Lauren has been looking to incorporate more digital tech into the industry since 2010, the year he joined the company. This was the year the fashion brand became one of the first to sell online and has since developed the PoloTech “smart shirt” that can track biometric data.
Why Ralph Lauren is betting on AI now
The debut of Ask Ralph comes as CX leaders across the globe double down on AI and personalization. According to CX Network’s Global State of CX 2025 report, 24 percent of practitioners identify the automation of CX and service functions as their top investment priority, while nearly half cite personalized journeys as the biggest expectation from their customers.
Generative AI in particular is attracting attention. A separate CX Network survey found that 44 percent of customer service leaders are piloting AI tools such as chatbots or voicebots, with a smaller but growing group already deploying them in live environments.
Ralph Lauren is not the first of their kind to roll out this type of tool either, with retailers across industries, including Stich Fix AI Style Assistant and Lowe’s “Mylow” project guide, using conversational interfaces to replicate human support at scale.
Will it meet growing customer expectations?
“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” said Shelley Bransten, corporate vice president of global industry solutions, Microsoft.
However, unlike many mid-market retailers, luxury brands face a unique challenge: their CX is not just about speed and convenience, but about maintaining a sense of exclusivity and high-touch service. By weaving its brand DNA into an AI interface, Ralph Lauren hopes to preserve its stylistic authority while meeting digital shoppers’ growing demand for immediacy.
The potential benefits are more than clear. If executed well, Ask Ralph could shorten the customer journey from inspiration to purchase and even encourage bigger baskets by recommending complete looks. This could differentiate the brand in an increasingly crowded digital marketplace.
Perhaps most importantly, though, is that it could extend Ralph Lauren’s signature stylist service to customers who may never step foot inside a store!
Doubt over the suitability of AI in the luxury shopping space
However, expectations are high, particularly in the luxury space. There are concerns in the industry that a more tech-driven experience isn’t always what luxury shoppers are necessarily looking for. Moreover, customers accustomed to nuanced styling advice will expect more than generic outfit pairings. Fit, material texture, body type and personal taste all factor into fashion decisions and these are areas where AI has traditionally struggled.
Accuracy will also be under the microscope. If the tool recommends items that are in fact unavailable, the customer’s frustration may undo the benefit of a seamless interaction. Similarly, the failure to deliver flawless execution may reinforce how challenging it is to digitize something as personal – and as aspirational – as style.