Calvin Klein's parent company is going all-in on OpenAI

PVH Corp—the fashion giant behind Calvin Klein and Tommy Hilfiger—is partnering with OpenAI to roll out ChatGPT Enterprise across its entire global operation. The goal? To inject AI into everything from product design and supply chain management to marketing and customer engagement. PVH’s CEO Stefan Larsson says this will “supercharge our brand-building journey” and help them make faster, data-driven decisions. Think smarter inventory forecasting, more personalized consumer interactions, and AI-powered trend analysis to fuel creative design. PVH chose OpenAI for its strong security and data governance standards, ensuring responsible AI use. The company plans to build custom AI tools by blending OpenAI’s models with PVH’s deep fashion expertise. This isn’t just about automating tasks—it’s about reimagining the entire fashion lifecycle, from concept to consumer. Why it matters: This partnership signals that AI is moving from back-office efficiency to the creative and strategic core of major consumer brands, potentially setting a new standard for how fashion houses innovate and compete.