PVH Corp. to Integrate ChatGPT Enterprise Across Global Value Chain
AI-generated image · US National Wire
The apparel giant behind Calvin Klein and TOMMY HILFIGER plans to embed OpenAI models into design, supply chain, and retail operations.
PVH Corp., the global apparel group responsible for TOMMY HILFIGER and Calvin Klein, has announced the adoption of ChatGPT Enterprise to integrate a data-driven approach into its global operations, OpenAI reports.
According to the announcement, PVH will deploy OpenAI frontier models across its entire value chain. This includes early-stage product creation, where AI will help teams analyze historical data and emerging trends to move from concept to creation, as well as demand planning and inventory optimization. The company also plans to use AI in marketing and retail to create more personalized consumer engagement.
Stefan Larsson, CEO of PVH Corp., stated that the collaboration is intended to accelerate the company's data-driven operating model and enable faster decision-making. Larsson noted that the company will use a "test-and-learn approach" to build scalable use cases that drive value for consumers, partners, and associates.
Beyond the standard platform, PVH will develop custom AI capabilities that combine OpenAI's models with the company's specific expertise in merchandising, brand building, and supply chain management. This initiative is part of the broader PVH+ Plan, the company's long-term growth strategy.
Giancarlo ‘GC’ Lionetti, Chief Commercial Officer at OpenAI, described the move as a way to reduce friction and increase creativity by embedding AI into the core of a fashion leader. OpenAI noted that PVH joins a list of other large enterprise clients, including Walmart, Target, PayPal, and Morgan Stanley.