Stefan Larsson, chief executive officer of PVH Corp., is looking to supercharge his reinvention of the Tommy Hilfiger and Calvin Klein parent by tapping into the technological wizardry of OpenAI.
“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.”
Larsson rolled out his PVH+ plan nearly four years ago, zeroing in on high-impact marketing, hero products and technology, among other areas.
The new partnership with OpenAI furthers that effort.
PVH and OpenAI will “co-create custom AI capabilities that will be embedded in PVH’s data- and demand-driven operating model — supporting areas such as product and design, demand planning, inventory optimization and consumer engagement,” the fashion company said.
As PVH plugs OpenAI into its systems, it plans to “build modern workflows and accelerate outcomes end-to-end, across product, marketing, supply chain and retail functions.”
The result, according to Giancarlo “GC” Lionetti, OpenAI’s chief commercial officer, is “less friction, more creativity and a sector-wide transformation accelerated by PVH deploying OpenAI at scale.”
OpenAI gave a few specifics in a blog post on its new partnership, saying that with AI, PVH’s product and design teams could “explore ideas more freely” while planners switch to “smart forecasting” and marketers deliver “more personalized consumer engagement.”
Just what the introduction of AI will mean — to brands, to the fashion industry and to society — remains an open question, but one the world seems destined to find the answer to sooner rather than later.
OpenAI let the genie out of the bottle just over three years ago when it released its ChatGPT out into the wild, showing the world just how much the technology has advanced.
Now PVH, and many of the other forward-leaning companies in fashion, are seeing just how far and how fast AI can take them.
In November, Levi Strauss & Co. revealed it had a “super-agent” built on an agentic framework embedded in the Microsoft Teams suite that, along with other AI additions, will help it sharpen operations for modern retail.
