CK and Hilfiger owner opts for ChatGPT Enterprise

PVH Corp, owner of fashion brands Calvin Klein and TOMMY HILFIGER, will adopt ChatGPT Enterprise to give employees company-wide access to advanced AI for designing, planning and delivering at scale.

The designer brands company, in an announcement, said it will place OpenAI frontier models throughout its global operations and entire value chain.

ChatGPT Enterprise is expected to support PVH operation in areas such as early-stage product creation, demand planning, inventory optimization, and consumer engagement.

PVH said the AI tools will help teams explore ideas, uncover insights from historical data and emerging trends, improve forecasting and inventory management, and support more personalized consumer engagement.

"As we build Calvin Klein and TOMMY HILFIGER into the most desirable lifestyle brands in the world, our collaboration with OpenAI will help us supercharge our brand-building journey and connect more meaningfully with our consumers," said PVH CEO Stefan Larsson.

"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 added: "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."

The company said it chose OpenAI and ChatGPT Enterprise for security, privacy and trust, and that OpenAI met PVH’s standards for data protection and governance.

PVH added it will build custom AI capabilities that combine OpenAI models with the company’s expertise in fashion, merchandising, supply chain and brand building.

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Giancarlo 'GC' Lionetti, OpenAI Chief Commercial Officer, added: "PVH shows what’s possible when AI is embedded into the core of a fashion leader."

PVH, meanwhile, noted that the collaboration supports its long-term growth strategy, the "PVH+ Plan", by helping teams make data-driven decisions and deliver richer experiences for consumers.

The Recap

• PVH will adopt ChatGPT Enterprise across its global operations.
• AI will support design, planning, inventory and consumer engagement.
• PVH said the move supports its PVH+ Plan growth strategy.