Forum3 AI-First Newsletter #6

This week, we’re focused on AI in retail — how brands and OpenAI are changing the way we shop, experience, and buy. As we work alongside brands and leaders to build their AI First future, it’s incredible to see innovation turning into real transformation.

Retail’s most iconic brands are giving AI a bigger role, shifting it from a backend engine to the center of their creativity. From Moncler’s “impossible ad” to Ralph Lauren’s AI stylist, the next era of retail belongs to those who use AI as a thoughtful creative partner, not just an efficiency play.

Moncler’s AI-First transformation began with the relaunch of its website — an immersive experience where more than 200 AI-powered modules bring products to life through dynamic 360° visuals.

Then came what’s being referred to as an “impossible ad” — produced with Google’s Veo and R/GA — marking one of the first major collaborations between luxury fashion and AI generative media.

Watch the story behind the making of this “impossible ad” to see how AI and human creativity came together to build what once seemed impossible.

And the creativity doesn’t stop there: Moncler’s latest capsule collection began as AI-generated sketches from digital artist Lulu Li, then stepped off the screen into real-world design.

Why we love this: Moncler isn’t just using AI to innovate, it’s using it to collaborate. It’s a powerful example of what happens when AI and creativity work hand in hand. The technology pushed the limits of what was possible; the people behind it gave it meaning, emotion, and artistry.

Moncler is living the AI-First mindset, treating AI as a creative partner in transformation, not a tech experiment. It’s proof that the future of marketing belongs to brands that combine human ingenuity with machine intelligence to tell stories no algorithm could write alone.

Ralph Lauren’s latest innovation, Ask Ralph, is a conversational stylist powered by Microsoft Azure OpenAI.

Ask it: “What should I wear to a fall wedding?” or “Style this blazer for dinner.” In seconds, it serves up full looks from current inventory, all perfectly styled, balanced, and distinctly on brand.

Trained entirely on the brand’s own archives, lookbooks, and editorial voice, the model doesn’t just recommend outfits, it speaks the language of Ralph Lauren: refined, timeless, and human.

Behind the scenes, RL is also experimenting with AI-driven predictive buying and personalized merchandising, bringing the same intelligence shaping its customer experience into its supply chain.

Why we love this:  Ralph Lauren is humanizing AI with voice, tone, and taste, proving personalization can feel more like a conversation than an algorithm.

AI First leaders should be asking: “How can AI help us express our brand, not just optimize it?”

The most forward-thinking retailers are using AI to fuel imagination, not just speed and infrastructure. From Moncler’s cinematic storytelling to Ralph Lauren’s conversational stylists, one thing is clear: AI is becoming the new design language.

As Moncler and Ralph Lauren redefine what AI looks like in retail, OpenAI is pushing the boundaries of what’s possible with two major new releases.
Together, they signal a new era in how we’ll interact with brands, discover products, and make purchases — seamlessly, conversationally, and everywhere.

Yes, really! You can now buy products directly inside ChatGPT.  No browser. No cart. No checkout page.  Just chat, choose, and check out, and all powered by Stripe, Shopify, and a few well-placed prompts.

This is OpenAI’s first real step toward AI-native commerce, turning ChatGPT from a productivity sidekick into a full-on shopping channel.

This is the clearest sign yet that AI isn’t just a tool - it’s turning into an ecosystem.  If you’re a retailer or brand, start thinking about in-chat experiences that blend service, storytelling, and instant conversion.  The question isn’t “Should we be in ChatGPT?”  It’s “What will our AI agent sell first?”

OpenAI just introduced Apps in ChatGPT, a new layer of mini-apps that live inside the chat itself.  Think maps, playlists, design canvases, docs, and more, all interactive, all conversational.  Partners like Zillow, Spotify, and Canva are already live, with many more on the way.

A new Apps SDK (preview) also opens the door for developers and brands to build their own in-chat experiences, setting up what feels like the early days of an AI App Store.

This is OpenAI’s iPhone moment; not a new model, but a new platform.  The future of apps isn’t about finding them.  It’s about them finding you - in context, in chat, and in real time.

Check out Sam Altman’s latest interview on zero-person companies, Sora, and the next wave of AGI breakthroughs.

It’s a glimpse into how fast the future’s arriving and what it means for every business leader right now.

Our next AI-First Community Call is happening October 28th.  Join us for fresh insights, live Q&A, and shared learnings from leaders going AI-First.