Consumers are using AI more to shop and search for products, and they want it to be personal, frictionless, inspirational, and accessible.
Ralph Lauren worked with Microsoft to develop Ask Ralph, an AI-powered conversational styling companion that provides outfits for any occasion, styling tips, and gift inspiration from the Polo Ralph Lauren brand.
Ask Ralph puts Ralph Lauren’s unique and iconic take on style into its customers’ hands.
“Microsoft is at the cutting edge of AI-based shopping, and with Ask Ralph, we’re blending the world of fashion and the world of technology to reimagine how consumers shop online.”
Naveen Seshadri, Chief Digital Officer, Ralph Lauren
“I’m going to a concert Friday night. I need a new outfit. What do you recommend?” This is a question you can ask a Ralph Lauren stylist in any of its stores, and they will offer thoughtfully curated looks for your consideration.
But what if you’re not in a Ralph Lauren store? “The way shoppers seek inspiration for their style is always evolving, and the way they purchase is changing, too,” says Naveen Seshadri, Chief Digital Officer at Ralph Lauren. “We are continuing to meet the evolving needs of our customers and how they prefer to shop. Ask Ralph, our new styling companion, is one way we are doing this, putting Ralph Lauren’s unique and iconic take on style right in their hands.”
BCG reports that modern luxury consumers expect personalized clienteling, experiential perks, and tailored offers. Brands are shifting from broad promotional strategies to more individualized approaches, such as custom styling, timely notifications for product availability, and unique curated experiences. The way companies build loyalty is also evolving, with digital connections playing a central role.
Seshadri and team understand the barriers of traditional keyword searches, such as trial-and-error keyword combinations. The team wanted to give Ralph Lauren customers a more bespoke, AI-powered experience. “Microsoft is at the cutting edge of AI-based shopping, and with Ask Ralph, we’re blending the world of fashion and the world of technology to reimagine how consumers shop online,” Seshadri explains.
Ask Ralph, powered by Azure OpenAI, is a styling tool in the Ralph Lauren app that combines Microsoft AI technology with Ralph Lauren’s iconic brand, making discovery easier and providing a source of inspiration. Shoppers can interact with Ask Ralph through conversational prompts, like, “Show me some women’s Polo Bear sweaters,” or styling queries, like, “How can I style my navy-blue men’s blazer?” Ask Ralph responds with visually displayed head-to-toe outfits, styling advice, and gifting ideas from across the Polo Ralph Lauren brand.
“As AI shopping tools continue to become more personal and more intuitive, the way consumers shop and search for style inspiration will also continue to evolve. Ralph Lauren and Microsoft share the goal of continuing to make the shopping experience as inspirational and engaging as possible.”
Naveen Seshadri, Chief Digital Officer, Ralph Lauren
Ralph Lauren built Ask Ralph in collaboration with Microsoft to provide a personal, elevated, friction-free, and inspirational shopping experience. It was developed using early versions of a Microsoft personalized shopping agent. “The consumer is at the center of everything we do at Ralph Lauren, and it is a top priority that we deliver a personalized experience for them at every touch point,” says Seshadri. “Microsoft’s innovative approach to AI gave us a clear path to keep pace with their needs.”
The development team at Microsoft worked closely with Ralph Lauren to ensure every aspect of the technology was shaped by Ralph Lauren’s vision and providing an elevated, engaging experience. The agent underpinning Ask Ralph uses a natural language search engine that thrives on detailed input. This new capability enables the AI model to adapt dynamically to nuanced language inputs.
Natural language search enables systems to interpret user intent, not just match keywords, so it improves accuracy. It is also well-suited for complex queries with exploratory or nuanced information needs. For example, “What are some warm coats that could go with anything?” demands the power of contextual understanding.
Ask Ralph delivers tailored responses to a user’s prompts, curating outfits and looks from across the Polo Ralph Lauren brand, with all items suggested from available inventory.
Ask Ralph can also interpret tone, satisfaction, and intent to refine recommendations dynamically. It also adapts to contextual cues like location-based insights or event-driven needs.
“As AI shopping tools continue to become more personal and more intuitive, the way consumers shop and search for style inspiration will also continue to evolve. Ralph Lauren and Microsoft share the goal of continuing to make the shopping experience as inspirational and engaging as possible,” concludes Seshadri.
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