Calvin Klein owner signs up OpenAI for marketing boost

PVH Corp, one of the world’s largest clothing companies which owns Calvin Klein and Tommy Hilfiger, has signed a partnership deal with OpenAI to integrate the technology into its global operations to support consumer engagement and product design.

The group, which operates in over 40 countries with 28,000 staff and annual revenues of more than $9bn, is also seeking faster, more data-driven decision-making.

The partnership will see the group integrate OpenAI enterprise APIs into its operations, with the aim of building modern workflows exclusively for PVH teams and boosting supply chain and retail functions.

PVH Corp chief executive Stefan Larsson said: “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.

“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.

“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.”

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