PVH Teams With OpenAI to Power AI-Driven Brands

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PVH Corp. announced a collaboration with OpenAI, combining the strength of OpenAI’s capabilities with the power of PVH and its iconic brands, Calvin Klein and TOMMY HILFIGER. The collaboration builds on the company’s multi-year brand-building growth strategy, the PVH+ Plan, by bringing OpenAI’s technology into PVH’s global operations to fuel innovation and unlock new opportunities across the value chain.

With OpenAI, PVH will co-create custom AI capabilities embedded within its data- and demand-driven operating model. These capabilities will support areas such as product and design, demand planning, inventory optimisation and consumer engagement. PVH said the new tools are designed to complement and amplify the creativity and talent of its teams, enabling sharper execution, more intelligent workflows and more personalised consumer experiences.

“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 Stefan Larsson, Chief Executive Officer of PVH Corp. “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.”

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PVH will also integrate OpenAI’s enterprise APIs to modernise workflows across product, marketing, supply chain and retail functions. The initiative includes the deployment of ChatGPT Enterprise, alongside new applications and custom environments built exclusively for PVH teams.

“PVH shows what’s possible when AI is embedded into the core of a fashion leader,” said Giancarlo ‘GC’ Lionetti, Chief Commercial Officer at OpenAI. “The result is less friction, more creativity and a sector-wide transformation accelerated by PVH deploying OpenAI at scale.”

The collaboration is grounded in PVH’s commitment to practical and scalable innovation that supports associates, transforms ways of working and deepens connections with consumers.