With the Launch of “Ask Ralph,” Ralph Lauren Reinvents Personal Shopping by Merging AI Innovation With Its Legacy of Timeless Elegance

Powered by Microsoft Azure OpenAI, the new tool offers curated looks and personalised style advice straight from Ralph Lauren’s iconic collections.

Ralph Lauren has taken a bold step into the future of fashion retail with the launch of Ask Ralph, an AI-driven digital shopping assistant designed to reimagine how consumers interact with the brand. Officially unveiled on September 9, 2025, the new feature is available exclusively on the Ralph Lauren app in the United States and is powered by Microsoft’s Azure OpenAI platform.

At its core, Ask Ralph functions as a personal stylist, curating full looks based on simple prompts or questions. Whether a customer is searching for a classic Polo shirt pairing or a head-to-toe ensemble for an evening out, the assistant draws from Ralph Lauren’s vast portfolio including the iconic lifestyle line and the Polo Ralph Lauren collections for both men and women. The result is a digital experience that merges convenience with the brand’s timeless aesthetic.

For Ralph Lauren, however, this innovation is about more than just product recommendations. David Lauren, the company’s Chief Branding and Innovation Officer, and son of founder Ralph Lauren, frames Ask Ralph as a natural evolution of the brand’s storytelling.

“Ask Ralph is about more than just discovery,” he explains. “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.”

The launch of Ask Ralph underscores Ralph Lauren’s broader ambition to blend heritage with cutting-edge technology. While the brand is synonymous with aspirational American luxury, this move highlights its readiness to adapt to the shifting landscape of retail, where personalisation and digital engagement are paramount. By offering styling advice that feels both curated and accessible, Ask Ralph positions itself as a bridge between Ralph Lauren’s storied past and its vision for the future.

In a retail climate where consumers increasingly expect seamless, customised experiences, Ask Ralph reflects a forward-thinking strategy: maintaining the elegance and romance of Ralph Lauren’s world while delivering it through a modern, tech-powered lens.

With this step, the brand continues to reinforce its role not only as a fashion house but also as an innovator, proving that timeless style can evolve with the times without losing its soul.