Nike uses an AI-powered product recommendation system across its website and apps that analyzes each shopper's browsing history, past purchases, fitness activity, and personal preferences to suggest relevant products in real time. This system operates continuously for users of Nike's digital platforms.

Nike's recommendation engine draws on data collected across its app ecosystem — including the Nike App, SNKRS, Nike Training Club, and Nike Run Club — and uses machine learning to build individual customer profiles. These profiles incorporate browsing patterns, purchase history, size data from Nike Fit, and fitness behavior. The AI input is aggregated customer behavioral and transactional data; the output is a personalized feed of product suggestions and marketing messages. Nike's VP of Marketing Data confirmed the company built 'a unified customer data platform with underlying ML/AI models that power everything from our journey orchestration to how we personalise digital experiences.' The Zodiac acquisition (2018) added customer lifetime value prediction to inform which customers to target and when.