Brook Brothers has announced its partnership with enterprise software innovator ORS Group and the live launch of ORS’ groundbreaking Artificial Intelligence (AI)-powered RETa.i.L Platform. The new technology leverages the company’s data analytics expertise and proprietary technology to employ algorithms and AI to improve and automate decision-making. The ORS Platform provides valuable insights across the entire value chain to improve human-machine decisions.

This is a history making moment for Brooks Brothers as they have become to world’s first company to fully integrate AI comprehensively across their entire retail platform. Don’t think that the company is losing it’s strong clienteling modeling, however. Rather, this new technology will help sales associates better meet customer expectations.

If the demand for a product is historically high in certain places, it will help Brooks Brothers know what products to curate for stores. Let’s say a particular store has a strong sell-through of red sweaters, through AI technology, inventories will be managed in real-time to help meet high demand of red sweaters. This new “Buy Anything, Get it Anywhere” solution is a disruptive, but productive one for automated omni-channel fulfilment to helps stores build strong customer experience and maximize sales opportunities.

“We are delighted to partner with Brooks Brothers, a company with a two-century history of innovation in the fashion business,” said Fabio Zoffi, president & executive chairman at ORS Group. “Applying artificial intelligence to transform existing business processes certainly positions them for continued leadership in the retail space.”

Brooks Brothers announced the partnership and the official launch of the ORS RETa.i.LTM Platform in a conference and panel discussion at its Madison Avenue flagship store hosted by chairman & CEO Claudio Del Vecchio together with MIT Media Lab professor Sandy Pentland, MIT Sloan School of Management professor Irving Wladawsky-Berger, Brooks Brothers COO Gianluca Tanzi, and ORS Group management, including professor Pierluigi Riva (founder & CTO), Dr. Fabio Zoffi (chairman) and professor Eric Achtmann (vice chairman).

At the conference Mr. Del Vecchio cited Brooks Brothers’ 200-year history as an innovator responsible for many fashion inventions ranging from the introduction of ready-made suits to button-down shirts, all in service to the brands’ customers.