Nike uses AI-powered sentiment analysis to process customer feedback from social media, review platforms, and direct communication channels, using the results to inform product development and personalized customer service strategies.

According to academic research citing Nike's practices, the company applies natural language processing (NLP) and machine learning models to analyze customer sentiment from social media streams, review platforms, and direct customer communications in real time. The AI input is unstructured text from customer reviews, social media posts, and messages; the output is sentiment classifications and emotional insights used by Nike's product and marketing teams. Nike uses these insights to improve its product line and refine personalized customer experiences. The precise tools and scale of this deployment are not confirmed by a Nike primary source.