Don't know what to wear? Ask Ralph! The famous brand introduces a virtual stylist.

Ralph Lauren is immersing its customers in the world of new technologies and presenting a tool to help them choose their style. Fashion and artificial intelligence meet in one place.

Artificial intelligence is now a daily presence, so companies across various industries are figuring out how to leverage new technologies and engage their customers. Even fashion brands.

Ralph Lauren presents the Ask Ralph app, a new AI-powered tool that invites consumers to shop in a way never seen before.

Combining advanced technology with brand style, Ask Ralph aims to provide users with personalized style inspiration based on their suggestions.

Ralph Lauren goes artificial intelligence. Photo: Martin Good / Shutterstock

The app was built in partnership with Microsoft on the Azure OpenAI platform. The platform uses advanced conversational AI technology and natural language processing to understand open-ended suggestions , interpret context , and provide personalized recommendations .

This is intended to mimic the experience of talking to a stylist in a store as closely as possible.

"Whether someone is getting ready for their first day at a new job or creating the perfect look for a night out, Ask Ralph is about more than just discovery. It's about engaging consumers with what they love most about Ralph Lauren : our iconic, unique approach to style, offering timeless, complete looks from head to toe that inspire people to enter our world," says David Lauren of Ralph Lauren .

Ralph Lauren presents the Ask Ralph app. Photo: Press materials / Ralph Lauren

So you can ask the app any styling questions: from "What to wear to a jazz concert in a small club?" and "What to wear to dinner with my future mother-in-law?" to "I'm looking for a women's sweater in color X."

Users can also ask questions for clarification and tailor recommendations to their own style , and the app itself allows them to easily add individual styling items to their cart or purchase the entire suggested set. So what? Is this what shopping will look like in the future?

" Artificial intelligence is transforming the way consumers are inspired, informed, and shop for fashion brands worldwide. We are proud to combine our trusted generative AI capabilities on Azure OpenAI with the iconic Ralph Lauren brand to pave the way for a completely new conversational commerce experience," said Shelley Bransten , Microsoft .

Clothes shopping with expert advice, but without running through crowded malls? I'm in!

Unfortunately, I'll have to wait a while longer. For now, Ask Ralph is rolling out to users in the United States.