Shopify plugs merchants into ChatGPT, DressX builds AI department store, Ralph Lauren’s AI gets a road test
Shopify now lets shoppers buy directly inside ChatGPT conversations; DressX launches Agent, an AI try-on and styling platform dubbed “the ChatGPT for fashion”; and a fashion editor test-drives Ralph Lauren’s Ask Ralph AI.
Shopify and OpenAI Bring Commerce to ChatGPT
Shopify is partnering with OpenAI to let users shop directly inside ChatGPT, turning product discovery into instant checkout for brands. Using Shopify’s real-time inventory and pricing data, millions of products will soon be purchasable without links or redirects, embedding commerce natively into AI conversations.
Why it matters: For fashion brands, this could be the next big channel shift after social commerce. Instead of competing for clicks in crowded ad auctions, products are discovered in natural conversations: “What should I wear to a fall wedding?” - where intent is high and friction is low. That levels the playing field for indie labels and established names alike, and could push marketing spend away from ads toward optimizing for AI-driven discovery.
DressX Launches 'DressX Agent' Try-On Platform
DressX has introduced DressX Agent, an AI-powered styling and virtual try-on platform that blends personalized avatars with a curated marketplace of over 200 luxury brands, including MyTheresa, Ssense, Farfetch, and Diesel. From a single selfie, users can create a digital twin, try on outfits, mix and match complete looks, and shop directly from partner sites. Access is structured through membership tiers, with a premium level coming soon.
Why it matters: E-commerce has long struggled with poor discovery and high return rates. DressX Agent reframes online shopping as personal, playful, and predictive, bringing luxury retail into an era where trying before buying is virtual, instant, and increasingly expected.
FashionNetwork.com NL
I Let 'Ask Ralph' Dress Me
Fashion journalist Jaclyn Alexandra Cohen put Ask Ralph, Ralph Lauren’s new AI styling tool, to the test ahead of Fashion Week. From slipdresses with tailored jackets to white jeans under a Fair Isle sweater, the assistant delivered polished, on-brand looks that felt surprisingly intuitive, like a digital sales associate still “in training,” but quickly learning her preferences.
Why it matters: First-hand trials like this show AI styling isn’t just a gimmick. It can replicate (and scale) the trusted associate experience central to luxury retail. If consumers feel understood and inspired by AI guidance, it could fundamentally reshape how brands like Ralph Lauren deliver personal service beyond the boutique.
Jaclyn Alexandra Cohen