PVH Corp., the parent company of Tommy Hilfiger and Calvin Klein, is partnering with OpenAI to co-develop enterprise artificial intelligence capabilities across its global business.
Under the collaboration, PVH will build custom AI tools with OpenAI that will be embedded into its data- and demand-driven operating model, supporting product design, demand planning, inventory optimization and consumer engagement.
The company will also integrate OpenAI’s enterprise APIs to modernize workflows and drive efficiencies across product development, marketing, supply chain and retail operations.
The rollout includes deployment of ChatGPT Enterprise, along with new AI-powered applications and custom environments developed exclusively for PVH.
“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.
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He added that the company will take a test-and-learn approach to developing scalable AI use cases that improve decision-making and foster innovation across the organization.
The initiative is part of PVH’s multi-year PVH+ Plan, which aims to accelerate brand growth through a more agile, data-driven operating model.
The partnership comes as retailers increasingly embed generative AI into core business functions.
Companies such as Walmart and Sam’s Club have already integrated ChatGPT-powered shopping capabilities, while OpenAI recently launched a shopping research experience that helps consumers discover products using natural language prompts.
“PVH shows what’s possible when AI is embedded into the core of a fashion leader,” said Giancarlo “GC” Lionetti, OpenAI’s chief commercial officer. “The result is less friction, more creativity, and faster transformation at scale.”
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