PVH Corp., the parent company of Calvin Klein and Tommy Hilfiger, has announced a collaboration with OpenAI.
The collaboration sees PVH using OpenAI to “co-create custom AI capabilities” that the companies say will embed PVH’s data into product design, demand planning, inventory optimization and consumer engagement. PVH said it seeks to bring OpenAI’s technology to the retail operator’s global operations “to fuel innovation and unlock new opportunities.
PVH said it grounded its work with OpenAI in PVH’s “commitment to practical and scalable innovation.” It said it seeks to support associates while transforming the ways they work.
PVH ranks No. 134 in the Top 2000 Database. Digital Commerce 360’s database tracks and ranks North America’s largest ecommerce retailers. In addition to Calvin Klein and Tommy Hilfiger, PVH also operates ecommerce websites for Van Heusen, Izod, Arrow 1851 and Speedo.
How the PVH and OpenAI collaboration will work
Stefan Larsson, CEO at PVH, said the collaboration with OpenAI will help “supercharge” brand-building. He added that it would help PVH to “connect more meaningfully” with consumers.
“Together with OpenAI, we will explore exciting new opportunities for our brands, accelerate our data-driven operating model and enable faster, more data-driven decision-making,” Larsson said in a statement. “With a test-and-learn approach, we’ll build practical use cases with scalable impact to drive value for associates, partners, and consumers, while helping us build a culture of innovation and agility from the ground up.”
PVH said it will also integrate OpenAI’s enterprise application programming interfaces (APIs). In doing so, PVH said it seeks to build more modern workflows while accelerating end-to-end outcomes. It expects the APIs to help it with efficiency across product development, marketing, supply chain and retail functions.
Specifically, it will also use OpenAI’s ChatGPT Enterprise. It will feature new applications and custom environments built exclusively for its teams, PVH said.
Giancarlo Lionetti, chief commercial officer at OpenAI, said PVH is providing an example of what’s possible when a fashion leader embeds AI into its processes.
“The result is less friction, more creativity, and a sector-wide transformation accelerated by PVH deploying OpenAI at scale,” Lionetti said in a statement.
Recent retail collaborations with OpenAI
PVH joins other leading online retailers Walmart and Target in partnering with OpenAI. Target said it will offer “a complete shopping experience” through its ChatGPT app. Meanwhile, Walmart’s OpenAI partnership centers around allowing consumers to shop from the retailer within ChatGPT.
OpenAI also has begun working with Etsy and eBay while rolling out features for some Shopify merchants. By September, it rolled out an experience through ChatGPT that it called “Instant Checkout.”
Last-mile delivery providers DoorDash and Instacart both launched apps within ChatGPT in December.
Sign up
Sign up for a complimentary subscription to Digital Commerce 360 B2B News, published 4x/week. It covers technology and business trends in the growing B2B ecommerce industry. Contact Mark Brohan, senior vice president of B2B and Market Research, at mark@digitalcommerce360.com. Follow him on Twitter @markbrohan. Follow us on LinkedIn and be the first to know when we publish Digital Commerce 360 B2B News content.
