Meet “Ask Ralph”: Ralph Lauren and Microsoft Bring AI Styling to Your Shopping Experience

Ralph Lauren has launched “Ask Ralph”, a conversational AI shopping experience that allows customers to interact with the brand in a new way. Built on Microsoft Azure OpenAI Service, the tool is now available in the U.S. app for iOS and Android users.

Ask Ralph is designed to act like a digital stylist. Customers can type questions such as “What should I wear to a concert?” or “How can I style a navy blazer?” and receive tailored outfit recommendations directly from Ralph Lauren’s product catalog. Results are displayed in a swipeable carousel, making it simple to move from inspiration to purchase.

Inside the Ask Ralph Experience

This launch builds on a partnership between Ralph Lauren and Microsoft that dates back more than two decades. In 2000, the two companies collaborated to bring Ralph Lauren online, utilizing one of the fashion industry’s first e-commerce platforms. With Ask Ralph, they are once again combining brand heritage with technology to shape the future of shopping.

“We are redefining the shopping experience for the next generation,” said David Lauren, Chief Branding and Innovation Officer at Ralph Lauren.

Before diving into the details, it’s worth noting that Ask Ralph isn’t just another chatbot. It has been designed with features that directly reflect how customers want to shop and how Ralph Lauren intends to present its brand online.

• Natural Conversations - Customers don’t need to know exact product names. They can use open-ended prompts, and the AI translates those into styled, shoppable looks. This lowers barriers for shoppers and makes product discovery more intuitive.

• Brand-Specific Context - Recommendations are trained on Ralph Lauren’s own imagery, campaigns, and product data, ensuring the results reflect the brand’s signature style. This helps maintain consistency with the brand’s identity while making AI recommendations more authentic.

• Built for Scale - The tool will be expanded to additional product lines, geographies, and new features, including voice commands, preference memory, and image-based navigation. This roadmap signals that Ask Ralph is positioned as a long-term investment, not a one-off feature.

Together, these capabilities show how Ralph Lauren is weaving AI directly into the customer journey—creating an experience that feels both accessible and aligned with the brand.

The Future of AI + Retail

Ask Ralph highlights how AI is becoming core to customer experience. By owning the platform and the data, Ralph Lauren maintains consistent interaction with its brand and establishes a direct channel to consumers.

At Launch Consulting, we partner with brands to bring Microsoft’s AI capabilities to life—turning ideas into experiences like Ask Ralph that are engaging, scalable, and built to drive business forward. Want to learn more? Reach out.