What if you could get real time style advice from a trusted source inside your pocket? Ralph Lauren has launched "Ask Ralph" an AI stylist for fashion that turns browsing into conversational shopping. Available now to US users inside the brand app the feature uses Azure OpenAI models developed with Microsoft to deliver personalized fashion recommendations and a shoppable chat experience.

Why this matters

The fashion industry is accelerating adoption of AI and personalization to meet modern shopper expectations. Today many customers prefer a mobile first shopping journey and natural language interactions. "Ask Ralph" answers that demand by acting as a virtual fashion consultant that recommends complete looks instead of single items and by making those suggestions directly purchasable inside the conversation.

Key features

• Conversational shopping Users ask natural language questions such as "What should I wear to a wedding" or "Help me find a casual weekend outfit" and get clear outfit suggestions tailored to their preferences.
• Outfit coordination The AI stylist for fashion proposes full looks with styling guidance pairing blazers pants shoes and accessories from current collections so customers can visualize how pieces work together.
• Direct checkout inside chat Recommendations are shoppable within the conversation so customers can add items to cart and complete purchase without leaving the chat flow.
• Brand voice alignment The assistant is trained to reflect Ralph Lauren aesthetics providing advice that matches the brand's timeless American luxury identity.
• Mobile first design Optimized for app users the experience recognizes that many fashion journeys start and end on mobile devices and aims to reduce friction for on the go shoppers.

Implications for fashion retail

By combining an AI stylist with shoppable chat Ralph Lauren is proving how conversational shopping assistants can improve discovery and conversion. Here are a few outcomes to watch:

• Customer experience Real time styling advice and personalized fashion recommendations reduce decision fatigue and help shoppers move faster from inspiration to purchase.
• Industry impact Competitors may accelerate their own conversational shopping initiatives as brands compete on personalization and mobile commerce.
• Store roles AI can handle routine styling queries and free human stylists to focus on in depth consultations and high value relationships.
• Data and personalization Each interaction provides style signals that can inform merchandising inventory planning and future product design.

What to look for next

Watch how well the assistant handles nuanced style requests and diverse style preferences. Success metrics will include engagement with the chat experience conversion rates for shoppable suggestions and whether users return for follow up advice. If the approach performs well other luxury brands are likely to expand their own virtual fashion consultant offerings.

Frequently asked queries people search for

• What is the best AI stylist app for 2025
• How can I get personalized outfit suggestions online
• Can I shop for clothes with a chatbot
• How do AI shopping assistants work for mobile users
• Show me outfit ideas personalized for me

Ralph Lauren's Ask Ralph shows how conversational shopping and AI powered personalization can reshape luxury ecommerce. For consumers the promise is clear better outfit coordination less guesswork and a shopping experience that feels like advice from a knowledgeable friend rather than a generic catalog.