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Ralph Lauren Rolls Out An AI Stylist
Courtesy of Ralph Lauren
Ralph Lauren is rolling out an in-app AI chatbot, dubbed “Ask Ralph,” designed to be a personalized shopper and stylist for customers.
Why It Hits: As chatbots take over the internet, retail is set to enter a new era. Ralph Lauren has always been ahead of the curve when it comes to adopting technology, including ecommerce sites, digital fashion mags, and QR codes. In that sense, Ralph Lauren’s chatbot may be a canary in a coal mine for the entire industry — a transition that Microsoft VP Shelley Bransten calls a move from “scroll-based” shopping to “goal-based” shopping.
Behind The Bot: Ask Ralph is available for iOS and Android devices in the US starting today.
The chatbot, which uses Microsoft’s Azure OpenAI system, can respond to queries about styling tips and build curated, shoppable looks from the brand’s collections.
It can also craft a wardrobe from open-ended questions, such as “What should I wear to a concert?” and can further refine results by providing more info.
The chatbot builds its personalization (what clothes you own, shopping history, desired price points, etc.) on prior interactions, while also drawing “from the designer’s charismatic personality, his Americana ethos, and focus on authenticity,” per Hypebeast.
Last Looks: Ralph Lauren actually tried to launch a version of “Ask Ralph” on its website in the early 2000s, complete with the ability to video conference with a sales associate. That experiment never took off, but the ethos of “recreat[ing] the experience of working with a well-trained Ralph Lauren salesperson” — according to chief branding and innovation officer David Lauren — has remained the brand’s North Star ever since.
For the AI version of Ask Ralph, the company leaned on its archives, its creative team, and its in-store employees to bring that dream as close to reality as possible.
Next Edition: David Lauren hopes the free chatbot will entice non-Ralph Lauren customers to download the app, which could be the best marketing tool for getting Gen Z into polos and blazers.
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Today’s email was written by David Vendrell.
Edited, Polled, and Copy-edited by Kait Cunniff.
Published by Darline Salazar.